Gender-role portrayals in television advertising across the globe

Autor(en)

Jörg Matthes, Michael Prieler, Karoline Adam

Abstrakt

Although there are numerous studies on gender-role portrayals in television advertising, comparative designs are clearly lacking. With content analytical data from a total of 13 Asian, American, and European countries, we study the stereotypical depiction of men and women in television advertisements. Our sample consists of 1755 ads collected in May 2014. Analyzing the gender of the primary character and voiceover, as well as the age, associated product categories, home- or work setting, and the working role of the primary character, we concluded that gender stereotypes in TV advertising can be found around the world. A multilevel model further showed that gender stereotypes were independent of a country's gender indices, including Hofstede's Masculinity Index, GLOBE's Gender Egalitarianism Index, the Gender-related Development Index, the Gender Inequality Index, and the Global Gender Gap Index. These findings suggest that gender stereotyping in television advertising does not depend on the gender equality prevalent in a country. The role of a specific culture in shaping gender stereotypes in television advertising is thus smaller than commonly thought.

Organisation(en)

Institut für Publizistik- und Kommunikationswissenschaft

Externe Organisation(en)

Hallym University

Journal

Sex Roles

Band

75

Seiten

314-327

Anzahl der Seiten

14

ISSN

0360-0025

DOI

https://doi.org/10.1007/s11199-016-0617-y

Publikationsdatum

10-2016

Peer-reviewed

Ja

ÖFOS 2012

508007 Kommunikationswissenschaft, 508014 Publizistik

Schlagwörter

ASJC Scopus Sachgebiete

Developmental and Educational Psychology, Social Psychology, Gender studies

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/3f425805-005f-4075-b297-c4c4cf35915d