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I Xerox University Microfilms 300 North Zoeb Road Ann Arbor, Michigan 48106 74— 324-6 MARTING, Leeda Pollock* 194-5- AN EMPIRICAL STUDY OF THE IMAGES OF MALES AND FEMALES DURING PRIME-TIME TELEVISION DRAMA. The Ohio State University* Ph.D.* 1973 Mass Communications t i I I t University Microfilms, A XEROX Company, Ann Arbor, Michigan% ■ ft © 1973 Leeda Pollock Marting ALL RIGHTS RESERVED AN EMPIRICAL STUDY OF THE IMAGES OF MALES AND FEMALES DURING PRIME-TIME TELEVISION DRAMA DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Leeda Pollock Marting, B.S«, M.A. ***** The Ohio State University 1973 Reading Committee: Approved by Wallace C* Fotheringham Joseph M. Foley Paul V. Peterson Department of Communication ACKNOWLEDGEMENTS To Professor Wallace C. Fotheringham the author wishes to express deep gratitude for his willingness to give so freely of his time and talents in the planning and execution of this research. His guidance and support are gratefully recognized. This researcher is also indebted to Professors Joseph M. Foley and Paul V. Peterson who provided helpful criticism and valuable counsel. To Rodger A. Marting a sincere thank you for under­ standing , constant encouragement, and assistance with family responsibilities. And to my young daughter, Kristin, fond appreciation is expressed for her patience. ii VITA June 28, 1945 . B o m — Birmingham, Alabama 1967............. B.S., University of Alabama, Tuscaloosa, Alabama 1967-1968 .... Teacher, E. B. Erwin High School, Birmingham, Alabama 1968-1969 . Educational Relations Assistant Director, American Red Cross, Birmingham, Alabama 1969-1970 . Teaching Assistant, Department of Journalism, University of Alabama, Tuscaloosa, Alabama 1970. ........ M.A., University of Alabama, Tuscaloosa, Alabama 1970-1971 .... Instructor, Department of Journalism, Marshall University, Huntington, West Virginia 1971-1973 .... Teaching Associate, Department of Communication, The Ohio State University, Columbus, Ohio 1973, Executive Assistant, The Columbus Foundation, Columbus, Ohio PUBLICATIONS 'British Control of Television Advertising,1* Journal' of Broadcasting, 17:2 (Spring, 1973), pp. 159-172. ill FIELDS OF STUDY Major Field: Maas Communication Studies In Persuasive Conanunications. Professor Wallace C. Fotheringham Studies in Broadcast Regulation. Professor Joseph M. Foley Studies in International Broadcasting. Professor Walter B. Emery Studies in Journalism. Professor Paul V. Peterson iv TABLE OP CONTENTS Page ACKNOWLEDGEMENTS..................... 11 VITA................................................. Ill LIST OF TABLES.................................. vll Chapter I. INTRODUCTION ............................... 1 Purpose of the S t u d y .................... 6 Importance of the Study.............. 7 Scope of the Study 9 Organization of the Study..............• . 12 Notes..................................... 14 II. RELATED STUDIES........................ 16 French Research. .................. 16 NOW Research.............. 18 Other Recent Studies.................... 21 Earlier Research.......... 24 How the Present Study Departs from Previous Studies ...................... 28 Notes..................................... 32 III. METHODOLOGY OF THE S T U D Y .............. .. 34 The Forced-Choice Technique.............. 34 Selection of Elements for the Rating Instrument............................. 37 Determination of Applicability of Elements in Describing Real Males and Females • • 38 Determination of a Preference Value for Each Element................ 45 The Grouping of Elements into Triads . 45 Notes.......................... 54 v Chapter Page XV. PRESENTATION OP RESULTS.................. '. 56 Application of the Measuring Instrument by Viewers of Prime-Time Television. • • 56 Cross-Validation Study 81 Favorableness/Unfavorableness of Elements 87 V. DISCUSSION/ CONCLUSIONS AND IMPLICATIONS . 90 Implications for Those with Special Interests in the Area of Television Imagery. ••••...••••••••• 103 implications for Further Research. .... 107 Notes.. • • • • • . ........ ••••• 110 APPENDICES A ...................... Ill B ................. - 113 C ......................................... 116 D .............................................. 117 E .............................................. 121 F .......................................... 125 G ...... 128 H ......................................... 129 I ......................................... 131 J . ....................................... 133 K .............................................. 136 L .............................................. 139 M .......................................... 141 BIBLIOGRAPHY........................................ 144 LIST OF TABLES Table Page 1. Top-Bated Television Series in the Columbus, Ohio, Market. 11 2. Combined American Kesearch Bureau and Nielsen Top-Rated Television Series in the Columbus, Ohio, Market, February /March, 1973.................... 12 3. DeFleur's Study o£ Occupational Roles on Television. ....•••• .......... • 25 4. Usable Questionnaires for Applicability Data. 42 5. Form A— Descriptions Remaining.............. 43 6. Form B— Descriptions Remaining.............. 43 7. Significant t*s for Applicability Data. 44 8. Rank-Ordered Preference Values. ....... 46 9. Age of Respondents Describing TV Characters • 57 10• Education of Respondents Describing TV Characters................................. 58 11. Occupation of Respondents Describing TV Characters................................. 58 12. Female TV Characters Selected for Descriptions...................... 60 13. Male TV Characters Selected for Descriptions. 61 14. Active/Proud/Strong-Willed Triad............ 63 15. Faithful/Sincere/Honest Triad .............. 64 16. Dependable/Real/Loyal Triad .......... 64 vii Table Page 17. Successful/Confident/Productive Triad .... 65 18. Aggressive/Outspoken/Curious Triad. • .... 66 19. Assertive/Efficient/Respected Triad • . • • • 66 20. Kind/Helpful/Mature Triad . ............... 67 21. Sympathetic/Independent/Understanding Triad • 67 22. Supportive/Dominant/Just Triad. ......... 68 23. Ambitious/Consistent/Authoritative Triad. • 69 24. Open-Minded/Sensitive/Wise Triad. ........... 69 25. Self-Fulfilled/Personable/Leader Triad. 70 26. Easy-Going/Subjective/Originator Triad. 70 27. Modem/Logical/Materialistic Triad. ..... 71 28. Practical/Superior/Decisive Triad ........... 72 29. Objective/Systematic/Empathetic Triad .... 72 30. Warm/Compassionate/Protective Triad ..... 73 31. Impulsive/Dogmatic/Optimistic Triad ......... 73 32. Adventurous/Dynamic/Patient Triad ........... 74 33. Arrogant/Intuitive/Tough Triad............... 74 34. Conceited/Sophisticated/Daring Triad......... 75 35. Nosey/Egotistic/Narrow-Minded Triad ......... 76 36. Unorganized/Ambivalent/Erratic Triad. .... 76 37. Selfless/Bubbly/Zany Triad................... 77 38. Loud-Mouthed/Nonsensical/Selfish Triad. 77 39. Irrational/Trite/Unemotional Triad........... 78 v• m• • Table Page 40. Frivolous/Dull/Passive Triad. ........ 79 41. Scatter-Brained/Simple/Gullible Triad .... 79 42. Yes-Man/Shallow/Naive Triad ......... 80 43. Subservient/Subioissive/Inferior Triad . • . 80 44. Dumb/Withdrawn/Incorapetent Triad. ...... 81 45. Elements That Contributed Most to the Significant Chi-Squares .... .......... 82 46. Hard-Working/Responsible/Persistent Triad . 83 47. Aggressive/Outspoken/Curious Triad. ..... 84 48. Impulsive/Dogmatic/Optimistic Triad ......... 85 49. Nosey/Egotistic/Narrow-Minded Triad ..... 85 50. Selfless/Bubbly/Zany