Gender in the Media In the average American household, the television is turned �on� for almost seven hours each day, and the typical adult or child watches two to three hours of television each day. It is estimated that the average child sees 360,000 advertisements by the time they reach the age of eighteen. Due to this extensive exposer to mass media depictions, the medias influence on gender role attitudes has become an area of considerable interest and concern in the past quarter century. Analysis of gender portrayals have found predominantly stereotypic portrayals of dominant males and nurturant females within the contexts of advertisements (print and television), magazine fiction, newspapers, child-oriented print media, textbooks, literature, film, and popular music. The portrayal of gender roles on television has been the subject of numerous studies during the past 30 years. Such studies, most of which were conducted during the seventies and eighties, typically found that prime time television presents very stereotyped and often traditional characterizations, part......

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