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Gender role perpetuation through selective media exposure

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Wissenschaft mit Wirkung

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Abstract

Effects of mass communication are typically found to be small (Bryant & Zillmann, 2002). In the first large synopsis of media effects, Klapper (1960) argued that individuals tend to choose media messages that bolster pre-existing views and group norms; hence, „mass communication will serve as an agent of reinforcement rather than conversion“ (p. 42–43). Throughout the history of communication research, selectivity in media use has been considered crucial for the suggested reinforcement (Donsbach, 1991; Festinger, 1957; Lazarsfeld, Berelson, & Gaudet, 1944; Slater, 2007). As a result of selectivity in media use, media effects in the sense of change and conversion appear to be rare.

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Authors
  1. Silvia Knobloch-Westerwick
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  2. Jule Brück
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Christina Holtz-Bacha Gunter Reus Lee B. Becker

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Knobloch-Westerwick, S., Brück, J. (2009). Gender role perpetuation through selective media exposure. In: Holtz-Bacha, C., Reus, G., Becker, L.B. (eds) Wissenschaft mit Wirkung. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-91756-6_7

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  • DOI: https://doi.org/10.1007/978-3-531-91756-6_7

  • Publisher Name: VS Verlag für Sozialwissenschaften

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