How we present ourselves in day-to-day interactions reflects the values and norms that we live our lives by. Behaviors such as how an individual spends their time, working or taking leisure, are of interest to researchers in communication studies. It is expected that this paper will reveal gender differences in the use of TV as a function of social norms rather than individual biological sex differences.
Morely in Family Television (1986) contends that observed differences in the way television is used is not related to biological sex differences but to the social roles adopted in the home that determine the distribution of power. In this sense, when it is the men who predominantly work outside of the home, they will usually see the home as a place of leisure and so use the TV as a source of entertainment and relaxation. Whereas women, even those who work outside of the home, also see the home as a place of work and will use TV less than men and less often for leisure purposes. Charlotte Brunson attests that males use TV as a “mode of power.” Women, in contrast, appear to see the television as a more social activity, often paying it less attention as compared to males and accepting that some conversation will occur during shows. Women also tend to use TV as a topic of conversation more often than men (Morely, 1986). Morely also noted that mothers tended to watch less TV and were less engaged with it when other family members were in the home; mothers seemed to enact a high monitoring role. Alternatively, fathers had a habit of shutting out the rest of the family as they were more often giving their full attention to the TV (particularly news shows). It is also pointed out by Morley that there is a continuing pattern of responsibilities in the home being expected of women constraining their ability to watch TV in the way which men do.
In the family home, it seems that dads overly get to choose what programs will be watched, by whom, and when. Morley’s research indicates that men tend to plan their television watching ahead of time, unlike most women. Hence, the male use of the TV remote control is often used as a satirical example of how they like to wield power over viewing choices. Men also seem to prefer “factual” TV shows, current affairs, news, documentaries, while women tend to prefer “fiction” based shows. It has also been suggested that men are socialized to be instrumental in conversations, whereas women are socialized to focus on relationships. However, Chandler (2005) discounts that TV use supports these gender behavior tendencies. Men do not tend to have an instrumental TV viewing style; however, women did tend to have a relationship-orientated approach to TV in that they used it as a medium for the expression of what they perceive to be important.
Disturbingly, a wealth of literature exists that concludes excessive TV use influences gender role stereotypes. During the 70s in North America, a news anchor was asked to have shoulder-length hair, another to uses tinted contact lenses. More frequently, female anchorwomen have been told they are too old, unattractive, or in-deferential to maintain employment (William, 1983). Across western industries, women tend to be stereotyped for their “wardrobe potential” and “camera presence” rather than their skills, knowledge, and competencies. The public appears to support a paradigm shift in thinking about gender roles, values, and social norms. In 1981, Christine Craft won a $500 000 damages verdict against her former employers at Kansas City station (KMBC). The craft had been referred to as “old, unattractive and not deferential enough to men” (William, 1983). Academics contend that the ensuing ethical debates around the treatment of women by the TV industry. Especially as rising celebrity status turns them into “personalities” so that social expectations and boundaries of gender roles change to maintain what is a meaningful life. It is acknowledged within the industry that to engage with a target market; there is an emphasis on providing ideal and special mannerisms and attitudes in its front-line personnel. Appallingly, executives point their finger at the public, citing their needs for “infotainment” that channel the decisions of makeup and marketing within the TV.
They are surely most acute on women over 40. Says
Anchor Wendy Tokuda, 33, of San Francisco’s KPIX:
“Male broadcast journalists grow more distinguished
and credible, but the women just get older (William, 1983).
However, across genders working in show business, the older the employee, the less TV time they see. The use of TV by individuals to understand their identity with regard to their gender roles and social expectations as attributed to that gender role is a frightening idea. With an emphasis on the physical, continuous improvement and winning or being first at all costs, the use of TV to cultivate one’s gender identity is surely placing a person at risk of disappointment in their inability to reach the standards portrayed as ideal with cameras, makeup, lighting and costuming.
Overall, TV use occurs widely for individuals in the west to determine the social expectations of their gender roles and so is not pre-determined by their genetic makeup. For both males and females, TV is used as a source of social activity, whether to watch sport or political events together or to rehash an episode of a sit-com, TV drama, or reality TV show. TV is able to achieve this with its visual and auditory texts because it is able to provide multiple layers of meaning simultaneously to be able to appeal to different genders, age groups, and personal tastes.
A look at TV use within the home must also incorporate an analysis of power structures within the family. Who controls TV viewing, who gets to watch TV shows on their own, or predominantly for leisure, informs the observer as to the asymmetry of power within the home and can reflect wiser social values in practice in the outside world. Ultimately men tend to use the TV for leisure purposes, and women tend to watch TV less frequently and for more social reasons.
References
- Chandler, D. (2005) Television and Gender Roles. [Lecture notes]
- William, H. III (1983) Requiem for TV’s Gender Gap?
- Morely, D. (1986) Family Television: Cultural power and domestic leisure. New York: Routledge.
- Turner, G. (1996). British Cultural Studies, 2nd Ed. New York: Routledge.