A majority of ads portraying women selected from Playboy, Time, Newsweek, and Ms. "puts them down" or "keeps them in their place."Research on media sexism has usually relied on nominal categories that count what images, how often, and when and where they occur (e.g., 5,6, 7, 8, 10, 11, 12, 13, 15). A content analysis based on an ordinal set of categories that could tell us how much sexism is in any given presentation would permit more meaningful, refined research in the future. Instead of pointing toward quantitative indicators of sexism such as very small numbers of women, we need to be able to outline qualitative indicators of sexism. Increasing the representation of women in the media (a quantitative approach) will probably not reduce media sexism unless the manner in which women are presented also changes (a qualitative approach).A qualitative analysis of media sexism requires that we define what we mean by sexism and specify a dimension underlying a continuum of very sexist to nonsexist portrayals of women. Butler-Paisley and Paisley-Butler (3) have described an ordinal consciousness scale that concentrates on how women as presented in
Specialized knowledge with a claim on the public's attention and understanding can be characterized as topical literacy. Among such literacies, scientific literacy has recently captured significant attention. The author describes three popular perspectives on scientific literacy—science content, how science works, and the impact of science on society—and analyzes their rationales and appropriateness for the task at hand.
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