After reading the chapter, you should be familiar with the processes by which children are taught gender norms and values. Cultural institutions, including schools, churches, and even governments, all inundate us with messages about gender values throughout our lives, but there is another cultural institution that has far more influence on modern American children: television. As children watch cartoons on TV, they are inundated with ads for toys and other products. Many of these ads present explicit gender roles, thereby further enculturating children with values and norms. For this exercise you will watch Saturday morning cartoons and make a log of the commercials aired during those cartoons. Note what each commercial is for, whether the product is gendered, and if so, in what way.

Post a summary of your observations to your class’s online forum or discussion group. How many commercials were aimed at boys? How many at girls? Were any commercials not gendered? What techniques did the ads use to attract boys or girls? In what ways do these commercials teach gendered behavior? After reading your classmates’ posts, consider whether it is natural that “boys will be boys” or if we actively create gender roles.

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