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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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