Drawing from interviews conducted from 2004 to 2008 with 135 producers of children's television from 65 countries, Lemish (communication, Tel Aviv U., Israel) analyzes gender representations in
TV shows aimed at children and the role TV plays in developing gender identity. Applying feminist and other theories but keeping the text jargon-free, she discusses what is known about
portrayals of gender in children's TV and how this impacts child development; the changes in producers' gender ideology and its extension into production practices; their experimentations with
more equal gender models; their portrayal of sex and sexuality; the gendered nature of employment in the field and its implied audience; and their alignment with the discourse of social
responsibilities and how they advance visions for social change. The book is aimed at media practitioners and students, researchers, and scholars in popular culture, gender, television and
media studies. Annotation 穢2010 Book News, Inc., Portland, OR (booknews.com)
