Abstract
The mass media habits of men and women who hold discrepant attitudes toward traditional female sex-role expectations were assessed. From a random sample of more than 500 citizens of Santa Barbara, California, high feminists (respondents who agreed with women's movement ideals) were found to differ significantly in several respects in their uses of media from low feminists (individuals who did not agree with movement ideals). Feminism differentially predicted the amount of television viewing for highly educated audience members. Significant differences were also found between high and low feminists for television program and radio format preferences, but not for newspaper reading habits.
Similar content being viewed by others
References
Arnott, C. Feminists and anti-feminists as “true believers.” Sociology and Social Research, 1973, 57, 300–306.
Backstrom C. H., & Hursh, G. D. Survey research. Evanston, Ill.: Northwestern University Press, 1963.
Blumenthal, N. The TV game shows. New York: Pyramid, 1975.
Bower, R. T. Television and the public. New York: Holt, Rinehart & Winston, 1973.
Busby, L. Sex-role research on the mass media. Journal of Communication, 1975, 25, 107–131.
Comstock, G., Chaffee, S., Katzman, N., McCombs, M., & Roberts, D. Television and human behavior. New York: Columbia University Press, 1978.
Goldschmidt, J., Gergen, M., Quigley, K., & Gergen, K. The women's liberation movement: Attitudes and action. Journal of Personality, 1974, 42, 601–617.
Gutman, J. Self concepts and television viewing among women. Public Opinion Quarterly, 1973, 37, 388–397.
Hjelle, L. A., & Butterfield, R. Self-actualization and women's attitudes toward their roles in contemporary society. Journal of Psychology, 1974, 87, 225–230.
Joesting, J. Comparison of women's liberation members with their non-member peers. Psychological Reports, 1971, 29, 1291–1294.
Kelly, P., Burke, M., & Solomon, P. J. Male and female responses to women's roles in advertising. Paper presented at the American Academy of Advertising National Conference, Minneapolis, March 28, 1977.
King, C. W., & Summers, J. O. Attitudes and media exposure. Journal of Advertising Research, 1971, 11, 23–32.
Kline, F. G. Media time budgeting as a function of demographics and life style. Journalism Quarterly, 1971, 48, 211–221.
Lull, J. T., Hanson, C. A., & Marx, M. J. College students' recognition of female stereotypes in television commercials. Journalism Quarterly, 1977, 54, 153–157.
Lull, J. T., Johnson, L. M., & Sweeny, C. E. Audiences for contemporary radio formats. Journal of Broadcasting, 1978, 22, 439–454.
A. C. Nielsen Co. National audience demographics report. Chicago: Author, 1976.
Rees, M. B. Achievement motivation and content preferences. Journalism Quarterly, 1967, 44, 688–692.
Ruffner, M. A. Women's attitudes toward progressive rock radio. Journal of Broadcasting, 1973, 17, 85–94.
Samuelson, M., Carter, R. F., & Ruggels, L. Education, available time and use of mass media. Journalism Quarterly, 1963, 40, 491–496.
Westley, B. H., & Severin, W. A profile of the daily newspaper non-reader. Journalism Quarterly, 1964, 41, 44–55.
Author information
Authors and Affiliations
Additional information
This research was supported by grants from the Antares Broadcasting Corporation, Santa Barbara, California, and the Academic Senate of the University of California at Santa Barbara.
Rights and permissions
About this article
Cite this article
Lull, J., Mulac, A. & Rosen, S.L. Feminism as a predictor of mass media use. Sex Roles 9, 165–177 (1983). https://doi.org/10.1007/BF00289621
Issue Date:
DOI: https://doi.org/10.1007/BF00289621