Young adolescents’ gender-related perceptions of television characterisations

The study explored the extent to which socially constructed characterisations on television were perceived to be gender related by a sample af 57 young Tasmanian adolescents. Specific qualities traditionally associated with masculinity and femininity were assigned to four characters from a popular television program targeted at young adolescents, using a modified version af the Bem Sex Role Inventory (Bem, 1974). These same masculine and feminine qualities were also rated in terms of their perceived importance to the respondents themselves. The television program analysed was found to send clear messages about gender values. The characteristics presented favourably in the television program were found to be congruent with the characteristics valued by the young adolescents. Characteristics associated traditionally with femininity were highly valued, while particular characteristics traditionally associated with masculinity were not valued. Subjects were inclined to perceive these traditional masculine and feminine characteristics in relation to their social desirability rather than their 'genderedness'. These phenomena were understood to be associated with a deconstruction of traditional ideas and categories concerning masculinity and femininity and the emergence af a broader conception of gender neutrality.