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Online media - Dissertation Example

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PROPOSAL: The Role of Online Media in Shaping Gender Roles in UK Society Introduction This dissertation proposes to inquire into the impact that online media has in imparting among members of UK society attitudes and behaviours that may be described as gender-based, and which may either support or diminish the traditional gender roles pursuant to U.K…
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Download file to see previous pages The topic of the transformation of U.K. society’s attitude toward gender roles is particularly timely, in light of the recent decision of the heads of the 16 Commonwealth Realms to amend the centuries-old tradition governing Monarchical succession. Beginning with the issue of the present Duke and Duchess of Cambridge, the rules of succession mandating the male preference primogeniture will be replaced with the absolute primogeniture, which means that the first-born of the royal couple, regardless of gender, will be the heir apparent to the throne. This is a major development in the history of the U.K., because for hundreds of years women were allowed to rule only in the absence of a male brother. It also signals a major shift in attitude towards the way society views sexual roles and behaviour, and conveys an imprimatur to the new social order between the genders. The choice of media is also appropriate. Currently being pursued in the U.K. countryside is the government’s broadband roll-out, an ambitious initiative to provide 4G (fourth generation) online capabilities to the far-flung rural areas which commercial services overlook because they are relatively thinly populated. Because of this, the use of online media is expected to expand very quickly in the next few years. There have been many studies conducted which examined the role played by newspapers and magazines (McMahan & Shoop. 2006; Hovland, Wright, McMahan, Shoop, Guiohk, Jang-Sun & Juran, 2007), television (Furnham, 1989; Glascock, 2001; Feasey, 2009), radio (Monk-Turner, Kouts, Parris, & Webb, 2007), and mass media in general (Jones, 1991; Muramatsu, 2002; Pavilioniene, 2003; Hadfield, Rudoe, & Sanderson-Mann, 2007; Tienari, Holgersson, Merilainen, and Hook, 2009; Ohannessian, 2009). There have been also studies that dealt with the internet and various online services (Nysveen, Pedersen & Thorbjonsen, 2005; Fallows, 2005; Zhang, Prybutok & Strutton, 2007). Of the different media forms, it is online media that is quickly gaining in popularity and patronage, and therefore deserves to be made the focal point of socialisation studies. Research Questions Specifically, the study will seek to address the following research questions: Q1: Does online media reinforce perception of women’s gender-based attitudes and behaviour – (a) by men? (b) by women? Q2: Does online media reinforce perception of men’s gender-based attitudes and behaviour – (a) by men? (b) by women? Q3: How may online-based media be used as an instrument for social transformation, in so far as advancing the promotion of equality between the sexes? It is expected that the answers to these questions shall lead to the formulation of a relevant and insightful conclusion in attainment of the research objective. Methods of data gathering The dissertation will undertake an inductive (or bottom-upwards) research approach, which involves gathering observations on the topic based on empirical investigation, and arriving at findings which will support the formulation of a theory for general application. The mixed method research strategy will be employed, using the survey questionnaire method to source primary quantitative data, and semi-structured interviews which, together with answers to open-ended ...Download file to see next pagesRead More
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