As expressed by Kevin Durkin and others, TV is a very powerful and influential contributor to people's beliefs and attitudes. To be able to understand why it is a large part of the social learning theory, we need to look at the representation of males and females in both adult and children's programmes, and they way they are portrayed to the viewers. A look at male/female representation on television showed Durkin in 1985 that men …showed first 75 words of 1197 total…

…showed last 75 words of 1197 total…Durkin, "It seems that by imposing their pre-existing beliefs upon what they view, children may use the media to confirm or supplement their developing social knowledge". Studies that have found links between the media and children's beliefs and attitudes *<Tab/>Non-traditional stories De Lisi and Johns 1984 Scott and Feldman-Summers 1979 *<Tab/>Films Flerx, Fidler and Rogers 1976 *<Tab/>Television Durkin and Akhtar Johnston and Ettema 1982