Sex roles on television: A comparison of eastern and western media

Abstract

Research on television sex roles is examined in terms of sex role portrayal, occupational endeavors, attitudes, and personalities. The studies reviewed for the U.S. verified the notion that men and women are still presented in their traditional roles. Women are not portrayed as autonomous, independent human beings, but were primarily sex typed. They were given responsibility for child care and routine home maintenance. On the other hand, men were shown in more serious roles assuming responsibility for family financial support, and thus were very likely to be employed in positions of high occupational status. The studies conducted in Japan and the Philippines likewise adhered faithfully to traditional roles and, in that sense, women were still not functioning to promote an egalitarian life for themselves.