This thesis will be looking at the portrayal of gender roles in television commercials watched by children. An examination of gender roles in television commercials watched by children is important because the existing literature suggests that such portrayals are stereotypical in nature (i.e. males and females are portrayed in their traditional roles of breadwinner and homemaker, respectively) (Signorielli, 1993; Furnham, & Bitar, 1993; Mazzella, Durkin, Cerini, & Buralli, 1992). Furthermore, it has been suggested that television plays a significant role in the socialization of children (Lazar, 1994).
The focus in this study is the media portrayal of male characters and the effects of such portrayals on the development of male children. The existing literature on television and gender has to date largely focused on the impact of media sexism on female development (Signorielli, 1993). Overlooked in these studies is the construction of masculinity found on television, and its possible influence on the gender role development of male children (Craig, 1992). A focus on media portrayals of masculinity in television commercials and the possible impact of such portrayals on the gender role development of young boys would seem to be relevant to efforts to identify and encourage the development of more flexible, and egalitarian gender roles both amongst children and in later adulthood.
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