A TOOL (DVD) TO WORK ON GENDER STEREOTYPES IN THE CLASSROOM BATALA KONSTANTINA Career Counselor

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A TOOL (DVD) TO WORK ON GENDER STEREOTYPES IN
THE CLASSROOM BATALA KONSTANTINACareer
Counselor
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AIMS The aims of this intervention mainly
are-Students to distinguish the differences
between the two gender roles in different
situations-Students to understand the
stereotypic roles of the two genders-The
awareness of the students to watch TV
advertisements more critically and process the
messages they transmit - The discovery of
students personal stereotypes in order to begin
to eliminate them
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SCIENTIFIC THEORIES

• ......the reproduction of gender inequality
  in TV commercials is based on the Theory of
  Social Learning by Bandura, (1977), according to
  which the basic component of human learning, is
  learning by observing directly or indirectly (tv,
  cinema, video, books etc). Humans are observing
  what others are doing and imitate their behavior,
  thus promoting those others into role models.
  This learning type is more effective than any
  other learning type. The observation of the role
  model and the reproduction of the role models
  behavior is not just mimicking but presupposes an
  equation process of the observer to the role
  model. Based on the above theory Media in general
  and TV specifically are proven as very important
  socializing factors, often also stereotyping
  during the process of forming the gender identity.

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Additionally, the above position regarding gender
inequality on TV commercials is based on the
Linear theory of communication or in other
words the Transition Theory by Shannon and
Weaver (1949). According to this theory, TV and
specifically advertisements messages are being
communicated to passive receivers, the behavior
of which is being formed/altered. In this
framework the attitudes and perceptions, exactly
because of the passiveness of the viewers are
being manipulated by the activation of the senses
and the evocation of sentiments
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questionnaire
In the DVD (or in the advertisements
that have been chosen) that you have seen, and
was related to a series of advertisement spots,
what have you observed?1. Are the roles of
women and men discreet?2. Are the same roles
accredited to men and women?3. Are there any
symbolisms existing (dressing, attitude, body
language) which refer to the image you have in
mind for the model of men-women?4. If yes, which
symbolisms have you observed?5. Have you noticed
that the media (vision, sound, colors, exchange
rhythms) confirm the pre-defined sex
identities?6. Are there some points in the
projected personalities ( ), of men and women
which are stereotyped according to their sex?7.
Have you detected any stereotyped models?8. Have
you recognized any direct or indirect messages in
the existence of stereotyped sex models?9. Was
the message of these advertisements clear?
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10. How are the projected product and the
sexual model related?11. Are these advertisement
spots contributing to the maintenance of the
stereotyped image of men and women?12. Do you
recognize any of your personal characteristics
(opinions, behaviour, ideas) in any of these
advertisements?13. Can a comparison between the
message transformation of the old and the new
advertisements be done?14. Do you believe that
this activity helps to the ascertainment of the
existence of equality between the two sexes?15.
Do you believe that this activity helps messages
to be diffused, which will impinge to the
recognition of stereotyped ideas?
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Career Counseling Centre
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