williams et al.

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  • Aim: to investigate whether the introduction of tv and media for the first time will influence gender stereotypes towards behaviour and attitudes
  • Researchers carried out surveys across the town (given the fake name of NOTEL) before tv was introduced to assess attitudes and behaviours of the population.
  • Two other towns which had access to limited tv channels were also surveyed (UNITEL had one channel and MULTITEL had multiple channels
  • Williams noted how gender-stereotypical attitudes among children of the three towns changed over two years.
  • Initially children in NOTEL and UNITEL displayed fewer sex-typed views and less gender stereotyped behaviours than MULTITEL
  • At the end of the study, evidence of stereotypes on both measures had increased for the children of NOTEL
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