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Aim: Williams wanted to measure children’s behavior before and after television had been introduced to the town and to compare the children’s behavior with other towns that have TV.
The researchers did surveys around the town assessing the behaviors and attitudes before the introduction of TV. It was also done in other towns 'Unitel' and 'Mulitel.'
The surveyed the 3 towns 2 years later when TV had fully been introduced to all towns.
Found that gender stereotypical attitues among the children of all three towns had changed over the 2 years.
Children in 'notel' and 'unitel' displayed fewer sex type views and less evidence of gender stereotypical behaviour than their 'multitel' counterparts. At the end of the study gender stereotypes had increased in 'notel'.
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