Gender-Role Portrayals in Television Advertising Across the Globe.
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.
Department of Communication, University of Vienna, Währinger Straße 29, 1090 Vienna, Austria.
Jörg
J
Matthes
School of Media and Communication, Hallym University, Dasan Hall #507, Hallym University Road 1, Chuncheon, 24252 South Korea.
Michael
M
Prieler
Department of Communication, University of Vienna, Währinger Straße 29, 1090 Vienna, Austria.
Karoline
K
Adam
Cross cultural differences; Sex role stereotyping; Social equality; Television advertising
Scand J Psychol. 2010 Jun 1;51(3):216-36
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