Mateo investigated gender stereotypes in advertisements. He decided to carry out a content analysis on advertisements that appear on television.
Describe how Mateo may have carried out his content analysis.
(4)
Mateo analysed his results using the mode.
AO2 (4 marks)
Credit up to four marks for an accurate description in relation to the
scenario.
For example:
- Mateo will define what is meant by gender stereotypes, such as
women being used to advertise cleaning products (1). He will then
decide which adverts to watch, such as adverts that are shown
between 7pm and 9pm (1). Mateo may use event sampling so
that every time he sees a behaviour that fits his definitions he will
make a mark on his tally chart (1). Mateo may record the adverts
and then watch them twice to ensure his results are the same
both times (1).
Look for other reasonable marking points.
Generic answers score 0 marks.
(4)