Gender roles in culture are the same worldwide

 Division of labour is universal - culture plays little role

 Therefore can't be biology, must be due to culture 

Culture Vs. Genetics

 Men and Women were cooperative & gentle - both feminine

 Men and women were violent and competitive - both masculine

WOMEN WERE DOMINANT, MEN WERE SUBMISSIVE - REVERSE GENEDER ROLES

 nurture, different tribes, different gender roles

FLAWED EVIDENCE, OBSERVER BIAS, FALSE BEHAVIOUR FROM TRIBES

WOMEN ARE MORE CONFORMIST THAN MEN - VARIES ACROSS CULTURES. DIFFERENCES ARE HIGH IN SEDENTARY SOCIETIES

WOMEN WHO CONTRIBUTE TO FOOD HAVE MORE FREEDOM - OCCUPY HIGH POSITION, MORE POWER

MORE WEALTH = MORE EQUALITY. SUPPORT BY EARLY AND WOOD - SOCIETIES WITH HIGH STATUS WOMEN = LESS FEMALE LABOUR

WESTERN CONCEPTS, WESTERN STEREOTYPES - IMPOSED ETIC, DIFFERENT MEANINGS IN OTHER CULTURES - VALIDITY ISSUES

VICARIOUS REINFORCEMENT, ADOPT PARTICULAR BEHAVIOURS, SELF-EFFICACY EXPECTATIONS. MEN ARE PORTRAYED AS INDEPENDENT, WOMAN INEFFICIENT

MEN CONTROL EVENTS IN ADS, WOMEN ARE SHOWN AS PASSIVE (CONLEY AND RAMSEY 81)

MEDIA CAN PRESENT COUNTER STEREOTYPES - REDUCE CHILDREN’S ADHERENCE TO TRADITIONAL STEREOTYPE ROLES

COMPARED STEREOTYPES BEFORE AND AFTER INTRODUCTION OF TV. BECAME MORE STEREOTYPED. MEDIA PLAYS A ROLE

DOESN’T CHANGE ATTITUDES, REINFORCES THE STATUS QUO, LITTLE CHANGE IN GENDER STEREOTYPES OVER 30 YEARS AS A RESULT OF MEDIA EXPOSURE

EXPOSURE TO NON-STEREOTYPED BEHAVIOUR STRENGTHENS STEREOTYPES RATHER THAN LESSENS THEM