Abstract
Summary Sex differentiated patterns of verbal approval and disapproval were observed on Saturday morning children's television. Twenty hours of programming were observed over a four week period. Males outnumbered females on screen by a ratio of three to one, and they gave and received higher rates of approval and disapproval. Even when rates of received approval per person were balanced by sex, males gave significantly higher rates of approval and disapproval and received significantly higher rates of disapproval. Males differed from females in the types and range of behaviors for which they received approval or disapproval. Social learning theory would suggest that children are covertly taught on television that boys are more significant persons than girls.
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