In general, the study shows that most television stations do not have a well-thought-through concept of how and in which way, or through which programmes, to address children, and do not take care of cultivating their future audiences from an early age.
This lack of a concept can also be seen in the portrayal of gender roles. Prevailing among the domestically-produced feature programmes are the series that mirror the patriarchal perception of the gender roles of 19th century societies, while there is a lack of programmes that present the contemporary standpoints which gender issues from a liberal point of view. On the other hand, the feature programmes of foreign production are obtained without any consideration of whether they are part of a franchise (sale of dolls, video games, children’s school equipment and other products), thus developing consumerism in children. These programmes abound with hard-to-reach idealized portrayals of the female and male bodies.
The study, which the RESIS Institute for Social Development Research prepared for the needs of the Agency, also provides indicators of the gender aspects in the children’s music, talk and mixed programmes, as well as specific recommendations for the Public Broadcasting Service and the private television stations. For more information please visit the following links: