TY  - JOUR
PY  - 2007//
TI  - Television and the Cultivation of Gender‐Role Attitudes in Japan: Does Television Contribute to the Maintenance of the Status Quo?
JO  - Journal of communication
A1  - Saito, Shinichi
SP  - 511
EP  - 531
VL  - 57
IS  - 3
N2  - This study examines whether television viewing cultivates traditional gender-role attitudes and contributes to the maintenance of the status quo. Data from a sampling survey conducted in Tokyo reveal that the direction and magnitude of cultivation relationships vary across different subgroups. The results suggest that television tends to decelerate social change by cultivating traditional views among many viewers (especially females) but may “liberate” the most conservative viewers. The results also produced mostly unsupportive evidence in relation to the mainstreaming hypothesis; the patterns of interaction found in this study are more complicated. This article discusses the theoretical and methodological implications of these findings.<p /> 
LA  - 
SN  - 0021-9916
UR  - http://dx.doi.org/10.1111/j.1460-2466.2007.00355.x
ID  - ref1
ER  -