SEM Analysis of Gender Stereotyping Using Social Identity and Facebook Usage

Amala T. Chacko & Francis P. Barclay

Abstract. To analyse the web of relationships among social identities, Facebook usage and attitude towards gender equality and gender-based stereotyping, an online-offline survey was conducted among 298 Indian users of the popular social network—sampled using a snowball procedure. A SEM analysis was performed to test the complex relationships among these variables and the results indicate that both the social identity variables and Facebook usage are capable of altering attitudes towards gender equality and able predictors of the outcome variables. That online social media activity is capable of altering the attitudes of users towards gender is indicative of the reemergence of the strong-effects paradigm, especially when India has overtaken the others to become the country with the largest group of Facebook users.

REFERENCE:

Chacko, A. T. & Francis P. Barclay.  (2019). SEM Analysis of Gender Stereotyping Using Social Identity and Facebook Usage.  Journal of Media and Communication, 3(1): 29-54.

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