Children, Gender and Television: An Analysis of Heavy Viewers Behaviour Regarding Gender-specific Roles and Characteristics

Beenish Zaheen and Muhammad Ashraf Khan
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Beenish Zaheen: Lecturer,Department of Mass Communication, The Women University Multan, Punjab, Pakistan.
Muhammad Ashraf Khan: Professor,Department of Communication Studies,Bahauddin Zakariya University Multan, Punjab, Pakistan.

Global Regional Review, 2019, vol. 4, issue 2, 364-374

Abstract: Media is an important force that endeavours to shape the impressionable minds of children. Cartoon animation programmes have a great influence on the behaviour of children as they prefer to watch cartoon programmes rather than doing any other physical activity. In this context, the current research seeks to explore the behaviour of heavy viewers regarding gender-specific roles and characteristics. The researcher has employed survey method to collect the data and 1528 respondents in the age group 8-13 years have been selected for this research. The findings of study suggest that heavy viewers of cartoon programmes have a more stereotypical approach regarding gender-specific roles and characteristics. They more significantly assign the roles of doing household chores, nurturing children, and the traits of being beautiful, submissive, and failing frequently to female members of the family as compared to male members. The study provides valuable insight into the impact of cartoon programmes on the characteristics and gender roles socialization of heavy viewers.

Keywords: Television; Cartoon Programmes; Gender-specific Behaviour; Heavy Viewers; Survey (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aaw:grrjrn:v:4:y:2019:i:2:p:364-374

DOI: 10.31703/grr.2019(IV-II).39

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