The Effects of Electronic Media on Gender Socialisation

Abstract

The study investigated the effects of electronic media on gender socialisation of learners at secondary schools in a cluster in Masvingo District in Zimbabwe.  The population comprised of five hundred and fifty three from which a sample of one hundred and eleven participants was drawn. The sample consisted of one hundred and seven students and four teachers. The selection of students was done using the systematic sampling while random sampling was used to select the teachers. Questionnaires and interviews were used to gather information. Feminism and gender schema were used as the theoretical base of this investigation. Literature was reviewed on underrepresentation and misrepresentation of women in electronic media as portrayed by different programs on the television. The effects of mobile phones on learners were also highlighted in the discussion.

It emerged from the study that the television and the mobile phone portray images and message that influence people's opinion on gender stereotypes and learners behaviour negatively. Participants revealed that males and females are portrayed differently resulting in female learners developing low self esteem which affect their aspirations, capabilities potentials in educational performance and attainment. Basing on the findings the researchers recommended that the government through the Ministry of Information and Technology and programming in media and through the Ministry of Primary and Secondary Education should formulate a gender sensitive education system as early as early childhood development (ECD) stage to cater for gender disparities attributed by electronic media and other social institutions.