Chapter 8 Fieldwork
The channel I chose to watch was Disney Channel.
It was around 2am so they were playing a marathon of That’s So Raven all morning. I don’t have cable; however, I do have a Roku. The one downfall of this device is that for commercial breaks they play the same commercials over and over again until the show has completed. As I watched I saw a lot of gender specific commercials, some knowingly addressing the gender norms.
Commercials aimed to point out gender norms:
- This commercial was a combination of these new electric cars and the newest kid’s kitchen set. During the commercial the little boys were driving around their electric cars all around the house and proceeded to drive them into his sister’s room. While doing this he disturbed his sister and her friends who were cooking on their new kitchen set. The girls screamed and yelled at her brother telling him “get those gross toys out of here”. I found this commercial interesting because they distinctly only had boys okaying with the cars and the girls only playing with the kitchen set. This emphasizes the gender roles that we place and instill in our kids from a young age.
Commercials with no gender roles or norms
- My favorite of the commercials was the Cheerios commercial. During the commercial they tried to show how eating Cheerios every morning would lead to a great rest of the day. The amazing part about this commercial was that they included couples and families that are not usually acknowledged. They had lesbian and gay couples as well as interracial couples. This is something that more companies should do to expand and include more people of more backgrounds.










