Examines young children's gender role development, focusing on the impact of television viewing. Maintains that role models and imitation are extremely influential factors shaping gender-typed behavior. Identifies gender bias in television programming, including music television and commercials, and discusses gender bias in children's television…

The paper defines and discusses various social learning theories. Central to most theories of how an individual acquires socially acceptable behaviors are the processes of imitation, or observational learning, and identification, or modeling. The effectiveness of each process is noted. (SB)