"IMPLICATIONS: The researchers found strongest evidence of women responding positively to strong female characters, while instances of men responding negatively to such characters were much lower. They admit, "it is possible that some males find the presentation of strong females to be threatening to traditional gender-role stereotypes," and speculate that machismo culture may have contributed to this effect.
But in general, men responded more positively to shows with powerful women. The researchers suggest this may be because "depictions of women reawaken negative stereotypes that some men hold about women, whereas positive depictions challenge these stereotypes." Further research is certainly needed, but this study at least points to a new, potentially significant factor in the effects of sex and violence in the media."
The full study, "Positive Female Role-Models Eliminate Negative Effects of Sexually Violent Media," will be published in the Journal of Communication.
