The Cost of Commercials: An Analysis of Electronic Media and the Reinforcement of Gender Roles

TL;DRAbstract

The one social problem that has always captivated my attention as a student of Sociology is the problem of gender inequality. Now if you were to speak to most people, they may tell you that gender inequality is a mute point because our society has advanced and women have many of the same opportunities as men do. While this may be true, the idea that gender inequality is nonexistent in this day and age is a laughable idea. I chose to research this topic to show the general public that gender inequality still exists in many forms and we still have a long way to go in order to reach true equality of gender. It is my hypothesis that television commercials reinforce gender roles and socialize our society to accept and believe that men and women must perform and live in different and separate roles. My methodology in undertaking this research project was a content analysis approach. First, I wanted to find one male centric channel and one female centric channel in order to see the difference

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