| Abstract: | The portrayal of men and women in two differentsamples of British radio advertisements was examined. Itupdated an earlier British study (Furnham &Schofield, 1986) which was recently replicated in Australia (Hurtz & Durkin, 1997). Onehundred advertisements from each of two London basedradio stations were content analyzed into eightcategories referring to the central figure of thecommercial; credibility, role, location, arguments, reward,product, accent and narrator. On both radio stationswomen were significantly more likely to be portrayedpromoting products for self-enhancement and with bodily health and domestic products, and food.There was only one significant difference in portrayalbetween the two stations, suggesting somegeneralizability of these findings. The results arediscussed in terms of development and maintenance ofgender role stereotyping in different aspects of themedia. |
