Stereotypes and Gender in Media

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Questions and Answers

What does the Match-Up Hypothesis suggest about the effectiveness of models in advertising?

The effectiveness of a model depends on their compatibility with the product's purpose. (correct)

Models should reflect the average body type of the target audience.

Only male models should be used for tech brands.

Models should always be attractive regardless of the product.

What effect do upward comparisons have on an individual's self-perception according to social comparison theory?

They have no effect on self-perception.

They create a false sense of superiority.

They can lower self-perception and self-esteem. (correct)

They generally lead to improved self-esteem.

What is one of the main effects of the thin-ideal portrayal of women in media?

Encouragement for women to gain weight.

Enhances body positivity among viewers.

Increased acceptance of diverse body types.

Drives cosmetic surgery and the desire to lose weight. (correct)

What is one characteristic of sexual objectification in advertising?

Focusing on sexual body parts while often excluding the head. Signup and view all the answers

How does the Male Gaze influence the portrayal of women in advertisements?

It depicts women from a masculine point of view, objectifying them. Signup and view all the answers

What is one advantage of using stereotypes?

They can simplify decision-making. Signup and view all the answers

Which theory suggests that media portrayals influence societal expectations?

Expectancy Theory Signup and view all the answers

What is a primary disadvantage of stereotypes?

They reinforce societal discrimination. Signup and view all the answers

Which of the following best describes 'Cognitive Misers'?

Humans who conserve mental energy by simplifying information. Signup and view all the answers

Cultivation Theory demonstrates the link between time spent on media and what perceived outcome?

Increased likelihood of believing media as reality. Signup and view all the answers

Which statement about stereotypes is considered unethical?

They reinforce harmful biases and exclusionary practices. Signup and view all the answers

What does Affect-Transfer Theory primarily focus on?

The relationship between emotions and consumer behavior. Signup and view all the answers

Role-Product Congruity emphasizes which aspect of advertising?

Effectiveness of ads when model and product usage align. Signup and view all the answers

What significant action was mandated by the Master Settlement Agreement (MSA) of 1998?

Prohibition of cartoon characters in cigarette ads Signup and view all the answers

Which requirement was established by the Family Smoking Prevention & Tobacco Control Act of 2009?

Mandating strong warning labels for smokeless tobacco products Signup and view all the answers

How many new cigarette health warnings were established by the FDA in March 2020?

11 Signup and view all the answers

What was the outcome of the FDA being sued by public health groups in 2016?

The FDA was required to expedite the warning label updates Signup and view all the answers

Why were the new graphic warning labels from the FDA initially set to be effective in June 2021 postponed until October 2023?

Legal challenges delaying the implementation Signup and view all the answers

Fear appeals are most effective under what circumstance according to the information?

When individuals believe the risk is unlikely to impact them Signup and view all the answers

What aspect of tobacco regulations is preserved by the Family Smoking Prevention & Tobacco Control Act?

State, local, and tribal authority to regulate tobacco Signup and view all the answers

Which of the following statements regarding tobacco marketing is incorrect?

Tobacco companies can use cartoon characters in ads Signup and view all the answers

What is a key concern regarding the lack of transparency in AI tools?

Users cannot ascertain how decisions are made. Signup and view all the answers

Which of the following is a capability of Large Language Models?

Understanding and generating human-like natural language. Signup and view all the answers

What is one significant risk mentioned regarding users' data in AI systems?

Vulnerable populations may not understand AI's data usage. Signup and view all the answers

Which concern regarding AI primarily addresses its effect on the workforce?

Job replacement due to automation. Signup and view all the answers

How does AI potentially contribute to algorithmic bias?

By learning and replicating existing human biases. Signup and view all the answers

At what age do children typically begin to understand the persuasive intent of advertisements?

8-9 years Signup and view all the answers

Which act limits the amount of commercial time during children's programming in the US?

Children’s Television Act Signup and view all the answers

Which country bans the use of celebrities and popular characters in advertisements directed towards children?

Australia Signup and view all the answers

Which of the following is true regarding advertising regulations for children in the US compared to other countries?

The US has no federal regulations addressing advertising towards children. Signup and view all the answers

What is a prominent concern regarding social learning theory as it applies to children?

Children may adopt inappropriate behaviors through imitation. Signup and view all the answers

Which of the following statements about the updated US Children's Television Act is correct?

It expanded the timeframe for educational programming to start at 6 AM. Signup and view all the answers

Which country bans fast-food advertising during children's programming?

Canada Signup and view all the answers

What impact does social learning theory suggest that advertisements can have on children?

They can lead to brand loyalty and biases into adulthood. Signup and view all the answers

What type of advertising is restricted during children's programming in Germany?

Advertisements making a direct offer to children Signup and view all the answers

What is prohibited under the Federal Alcohol Administration Act regarding alcohol advertising?

Portraying alcohol as therapeutic or curative Signup and view all the answers

What is a characteristic of advertising literacy in children under the age of 7?

Children are easily influenced by ad content. Signup and view all the answers

Which group has declared youth vaping an epidemic?

FDA Signup and view all the answers

What was a major change regarding sports betting in the US after 2018?

The Supreme Court overturned a federal ban Signup and view all the answers

What factor plays a significant role in the consumption of e-cigarettes among youth?

Peer influence and social norms Signup and view all the answers

What does the FDA require in prescription drug advertisements?

Present a fair balance of risks and benefits Signup and view all the answers

What was the status of spirits advertising on television until 1996?

It was illegal Signup and view all the answers

What type of advertising is only legal in the US and New Zealand?

Direct-to-consumer prescription drug advertising Signup and view all the answers

Which population is particularly targeted by sportsbooks in advertising for gambling?

Vulnerable populations with gambling problems Signup and view all the answers

Study Notes

Stereotypes & Gender

Stereotyping is a natural cognitive process, a categorization theory used to process information and organize the world
Cognitive Misers: Humans use stereotypes to save mental energy, they simplify information and attribute characteristics to groups
Stereotypes can be advantageous by simplifying decision making and allowing quick responses based on past experiences
Disadvantages include ignoring individual differences and potentially generalizing or marginalizing people
Stereotypes can reinforce inaccurate generalizations, perpetuating discrimination and prejudice in media.

Cultivation Theory (Gerbner 1990)

Prolonged media consumption influences perceptions of reality. More media exposure increases the belief that media portrayals reflect real-world situations.
Ex. Studies on TV viewing and women's body image perceptions in Fiji showed a correlation between increased Western TV viewing and negative feelings about physical appearance.

Expectancy Theory

Media portrays influence societal expectations and norms.
If media stereotypes people, viewers from that group may feel compelled to act in a similar way.
Ex. Media portrayals of men as unemotional can discourage help-seeking behaviors for mental health concerns.

Affect-Transfer Theory

Consumers transfer positive emotions from models to products.
Positive emotions, created by idealized media images, are associated with the product.
Ex. Models associating happiness with a product creates an association in the consumer's mind.

Role-Product Congruity

Effective advertising occurs when models align with the product.
Models are more effective when they're attractive and are ideal for the product, reinforcing existing stereotypes (Ex. Beauty).

Match-Up Hypothesis

The success of a model in an advertisement depends on the compatibility between the model and the product.
Attractive models may be suitable for beauty brands but not essential for tech brands.

Humans naturally compare themselves with others to evaluate self-worth.
Upward comparisons involve comparing oneself to someone better, leading to lower perceived self-worth
Downward comparisons involve comparing oneself to someone worse, leading to increased self-worth

The Thin Ideal in Advertising

Women in media often have unrealistic, thin bodies.
This can lead to body dysmorphia, anxiety, and eating disorders
The pursuit of thin ideals often drive cosmetic procedures and an increased desire to lose weight.

Sexual Objectification

Emphasizing sexual body parts in advertising is a common issue
Demeaning or dehumanizing portrayals are harmful to women.

Advertising to Children

Children are vulnerable consumers because they don't fully understand advertising and persuasion tactics.
This makes them susceptible to advertising influence and marketing efforts. Many countries regulate ads towards children.

Controversial Products

Classified into four categories: Rite-of-Passage products (independence/adulthood), Sexually oriented products, products with excessive promises, or products from companies with questionable policies.

Tobacco & Alcohol

Often grouped together due to similar risks of abuse and restrictions on purchasing.
Highly taxed to discourage use.
Advertising regulations govern tobacco advertising and marketing aimed at children.

US Children's Television Act (1990)

Regulates advertising directed towards children, and limits the advertisement time during children's programing

Children learn behaviors by observing and imitating others.
Media images can influence children to model behaviors portrayed in ads and popular media.
Ex. Media portrayals of aggressive or violent actions can be imitated by children.

Al and Ethics

Deep Learning: AI uses networks like human brains to identify patterns
AI can produce deepfakes (similar images), make language and process voice, and drive autonomously
Black Box Effect: AI systems process data without humans understanding the reasoning.
Large Language Models: AI systems trained on massive datasets to respond in natural language. These models can exhibit bias.
Data Protection: Safeguarding from AI misuse of personal information is crucial.

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Description

This quiz explores the concepts of stereotypes and gender, focusing on their cognitive underpinnings and implications in media. It examines how prolonged media exposure shapes perceptions of reality and contributes to issues like body image and discrimination. Test your understanding of these critical theories and their societal impacts.