Using Television to Change Stereotypes

Abstract

Stereotypes of illness and health play a role in mental health. Can television be used to alter stereotypes? An evaluation of a PBS children's series (Freeslyle) designed to change sex-role stereotypes provides evidence that it can under certain conditions. When 26 quarter-hour programs were viewed and discussed in a classroom setting, 9-12 year old males and females made large changes in their beliefs and attitudes regarding sex-appropriate behavior of children and adults. Many of these effects were still in evidence nine months later. When the programs were viewed in a classroom with no follow-up discussion, there were many fewer significant effects. For those who viewed the shows at home, effects were fewer yet and limited to the heaviest viewers. However, both types of mere viewing were associated with change in the desired direction, even when the movement was not statistically significant. The Freestyle experiment is instructive to those interested in funding or designing a TV series to change stereotypes in other content areas.