Screening Gender on Children's Television offers readers
insights into the transformations taking place in the presentation
of gender portrayals in television productions aimed at younger
audiences. It goes far beyond a critical analysis of the existing
portrayals of gender and culture by sharing media professionals'
action-oriented recommendations for change that would promote
gender equity, social diversity and the wellbeing of children.
Incorporating the author's interviews with 135 producers of
children's television from 65 countries, this book discusses the
role television plays in the lives of young people and, more
specifically, in developing gender identity. It examines how gender
images presented to children on television are intertwined with
important existential and cultural concerns that occupy the social
agenda worldwide, including the promotion of education for girls,
prevention of HIV/AIDS and domestic violence and caring for
'neglected' boys who lack healthy masculine role models, as well as
confronting the pressures of the beauty myth.
Screening Gender on Children's Television also explores how
children's television producers struggle to portray issues such as
sex/sexuality and the preservation of local cultures in a
profit-driven market which continually strives to reinforce gender
segregation. The author documents pro-active attempts by producers
to advance social change, illustrating how television can serve to
provide positive, empowering images for children around the
world.
Screening Gender on Children's Television is an accessible text
which will appeal to a wide audience of media practitioners as well
as students and scholars. It will be useful on a range of courses,
including popular culture, gender, television and media studies.
Researchers will also be interested in the breadth of this
cross-cultural study and its interviewing methodology.
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