‘Stereotyping in Entertainment Media and Advertising’ (pp. 230-231).

A criticism of advertising and entertainment media such as movies and television is the stereotyping of people by, for example, gender, ethnicity, occupation, or age. Pick one of these types, for example occupational stereotyping, and outline a content analysis study that would test for the presence or absence of stereotyping.

Identify and explain the following steps of your study:

1. Formulate your research hypothesis.

2. Define the population in question (Universe of content).

3. Select an appropriate sample from the population (Explain your sampling method).

4. Define Unit of Analysis (Develop your operational definition).

5. Develop coding scheme (Show your coding sheet).