Challenging Traditional Sex Role Stereotypes in Careers Education Broadcasts: the reactions of young secondary school pupils

The ways in which television presents images of male and female roles to the young have recently been subjected to much scrutiny and criticism. Educational television has the scope to contribute to changes in the balance of sex role portrayal but little is known of the likely effects of modifications. This paper reports an experimental study of young secondary school pupils’ reactions to careers education materials in which men and women are shown in occupations traditionally associated with the opposite sex. Children viewing counter‐stereotyped programmes are found to be no less stereotyped in their career beliefs than peers viewing a ‘traditional’ programme or controls who view no programme. The results are discussed in terms of the resilience of sex role and career beliefs in early adolescence and it is concluded that intervention attempts will need to be more extensive and more protracted.