Social and Behavioral Sciences Commons^™

How Do Family Background And Self-Esteem Affect An Individual’S Perception Of Gender-Role Portrayal In Online Advertisements?, Cera T. Crowe, Aimee P. Meader Dr.

The Winthrop McNair Research Bulletin

The purpose of this study is to further understand the relationship of family background and how it affects self-esteem and the perception of gender roles in online imagery. This study focuses on how our history serves as a lens to see gender roles. The schema theory, created by Robert Axelrod, is a model suggesting that people have a “pre-existing assumption about the way the world is organized” (Axelford, 1974). Furthering this theory is Bem's (1981) Gender Schema Theory, which proposes that one's sexual self-concept affects how one structures items in memory. These theories, applied to the understood roles and activities …