Onderzoeksartikel

Het huwelijk tussen cultuur en individu: korte termijn informatieverwerking en lange termijn sekserol-opvattingen

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Abstract

In this article the theoretical parallels between the cultivation hypothesis and the ELM-model which differentiates between central and peripheral routes of information processing - are investigated. The subsequent qualitative pilot-study is focused on the subprocess of cultivation that is proposed in the theory section: the peripheral processing of stereotypes. In six focused group discussions (n=i8) interpretations and emotional reactions where recorded after viewing tv-commercials. Specific attention was given to feelings and thoughts related to stereotypic as well as alternative sexe-role portrayals. The study indicates that part of the respondents process these sexe-role stereotypes centrally and accept or reject them consciously. Others, in particularly respondents displaying traditional sexe-role attitudes, seem to process the stereotypes in a more peripheral and unconscious manner. Peripheral processing is enhanced by the use of sexe-role stereotypes on a latent level of meaning, via the ‘gaze’ suggested by the camera of which people are largely unconscious, and via ‘speed’ in the commercial.

How to Cite:

Hietbrink, N. & Spijkerman, M., (1995) “Het huwelijk tussen cultuur en individu: korte termijn informatieverwerking en lange termijn sekserol-opvattingen”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 23(3), 177–199.