Gender-Role Portrayals in Television Advertising Across the Globe
Datos Bibliográficos
| ID | 11997828 |
|---|---|
| Autores | Jörg Matthes (0000-0001-9408-955X, University of Vienna, autor de correspondencia), Michael Prieler (0000-0002-7851-8016, Hallym University), Karoline Adam (University of Vienna) |
| Año | 2016 |
| Volumen | 75 |
| Número | 7-8 |
| Páginas | 314-327 |
| Fecha de publicación | 2016-04-15 |
| Peer Reviewed | Sí |
| Open Access | Sí |
| Tipo | ARTICLE |
| Revista | Sex Roles (JOURNAL) |
| Identificadores de la revista | ISSN: 0360-0025 • E-ISSN: 1573-2762 |
| Editorial | Springer Science+Business Media (PUBLISHER • DE) |
| DOI | 10.1007/s11199-016-0617-y |
| PMID | 27688526 |
| OpenAlex | W2340061198 |
| Idioma | EN |
| Citas recibidas | 41 |
| Referencias citadas | 45 |
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
Advertising · Egalitarianism · Gender role · Globe · Hofstede's cultural dimensions theory · Index (typography · Masculinity · Political science · Consumer Behavior in Brand Consumption and Identification · Gender Roles and Identity Studies · Media, Gender, and Advertising · Psychology · Social Psychology
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Buchbesprechungen
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| Obras citantes distintas | 41 |
|---|---|
| Citas por año | 2,73 |
| Intervalo de citas | 2011 - 2026 (16) |
| Velocidad de citación | current |
| Altamente citado | No |
| Tipos de cita | Neutras: 40 |