Gender Representation in Philippine Television Advertisements

This study analyzed 254 unduplicated primetime Philippine television advertisements from 2010 for differences in gender representation. Two coders independently coded the entire sample and achieved an intercoder reliability of greater than .700 for each reported variable. The findings are based on chi-square analyses and indicate a high prevalence of gender differences and stereotypes in Philippine television advertisements. For example, more males were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home (45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with gender. The only exception to these traditional, stereotypical gender portrayals was the predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %). Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing Philippine television advertisements, this study intends to close a gap in the still under-researched area of gender representation in developing countries, which could provide a more complete picture of this topic from an international perspective. The similarities and differences between this research and previous studies on this topic in developing and developed countries are examined. The possible effects of such representation on audiences are discussed based on social cognitive theory and cultivation theory.     

Representation of Gender in South African Television Advertising: A Content Analysis

This paper examines how gender is represented in South African television advertising. It provides a foundation upon which changes in representation over time may be mapped; contributes toward a cross-national literature that considers differences in representation; and tentatively examines how representations intersect with other key social categories. A sample of 5,803 advertisements was collected during 2003 that included 1,633 primary visual actors and 2,350 narrators. These were analysed by means of content analysis. A coding scheme was developed that was partly based on existing research, including McArthur and Resko??s (1975) influential study, but also research within non-Western contexts. Content categories included attributes of the primary visual actor (i.e., age; portrayal; race; and social class) as well as advertisement attributes (i.e., actors; primary narrator; products; and setting). Hypotheses predicted that males and females would be represented differently in television advertisements and that these differences would reflect traditional hierarchical relations in society. Findings largely supported these hypotheses. Males were represented as dominant. They were of primary focus; appeared most frequently within the socially valued public-work arena; and were represented as occupying positions of greater social authority. Females were represented as subordinate. They were of secondary focus; appeared most frequently within the socially undervalued private-domestic arena; and were most often represented as occupying positions of social subordination. This subordination was reinforced through findings that imply their sexualisation. Interesting patterns also emerged in findings indicating possible change in representations of gender. The implications of findings are discussed and suggestions for future research are made.     

Gender Representation in Television Commercials: Updating an Update

Sex Roles - We replicated the studies of O'Donnell and O'Donnell (1978) and Lovdal (1989) to analyze trends in gender representation in television commercials. A total of 757 commercials in...     

Gender Representation in Television Advertisements in Britain and Saudi Arabia

This study conducted a content analysis of TV adverts from Channel One in Saudi Arabia and ITV1 in the United Kingdom in 2000–2001. A total of 164 adverts were analyzed from each country. The analysis compared the representation of men and women. Results showed that men and women were equally visually represented as lead characters in advertisements in both countries, but male voice-overs dominated in Saudi advertisements more so than in British advertisements. Women appeared more often in domestic roles and settings and less often in occupational or leisure roles and settings, and were much more likely than men to promote body care and household cleaning products. These differences were more pronounced in Saudi than in British advertisements.     

Gender Representation of Older People in Japanese Television Advertisements

This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes.     

Lexical Representation of Gender: A Quasiregular Domain

The relationship between gender and word ending in French is a quasiregular one (e.g., most words ending in -ette are feminine, but not all). As such, the gender of low-frequency irregular forms (e.g., squelette, which is masculine) should take longer to classify than low-frequency regular forms according to neural network models. A regularity effect was found in Experiment 1, but it did not interact with word frequency. It was further revealed that there was difficulty in making gender decisions (Experiment 2) and gender verification responses (Experiment 3) to words whose endings were highly informative of gender, but whose associated article was not. These words were place names beginning with a vowel, like Australie, which do not take an indefinite article and whose definite article is ambiguous (1'). How a neural network might handle these results is discussed, and an alternative account is considered whereby there are two potential sources of gender information, lexical and nonlexical, with the latter being used to confirm the former.     

Representation and Processing of Grammatical Gender in Language Production: A Review

The article reviews recent empirical evidence on the representation and processing of grammatical gender in language production. The evidence comes from experimental studies on error-free production, studies on the tip-of-the tongue phenomenon, and studies on naturally occurring or experimentally elicited speech errors. Relating these studies to current models of language production does not yield one completely consistent picture. However, the emerging picture puts some important constraints on models of language production.     

Gender and Race Portrayals on Spanish-Language Television

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.     

Gender Roles in Tween Television Programming: A Content Analysis of Two Genres

This content analysis of gender role portrayals in 49 episodes of 40 distinct United States tween television programs aired in 2011 examined two genres: teen scene (geared towards girls) and action-adventure (geared towards boys). This programming is of interest because tweens are a lucrative market, they watch more television than any other age group, and television programs are created specifically for them. Furthermore, members of this special group are in an important developmental stage in which social and intellectual schema are established and identity and gender are explored. The analysis focused on the numbers of male and female characters in both genres, and the gender role portrayals of characters in terms of appearance, behaviors, and personality characteristics in the two genres. Results show that females, compared to the U.S. population, were underrepresented in the action adventure genre, but that the gender distribution in the teen scene genre mirrored the male–female distribution in the U.S. population. Overall, compared to males, females were more attractive, more concerned about their appearance, received comments about their “looks.” Females were presented similarly in both genres. Overall, males were shown in varying levels of attractiveness, and were portrayed more stereotypically in the action adventure genre. Exploring these results through the lenses of cultivation theory and social cognitive theory shows that tween viewers could potentially develop narrow conceptions about their range of possibilities in the world.     

Threat to Gender Representation: Identity and Identification

To investigate the effect of a threat to gender identity on the use of defense mechanisms, college students were given false feedback regarding their sex-role identity. Male and female students who were given gender-contrary feedback showed a marked increase in the use of the defense of identification, as compared to students who were given gender-consistent feedback. Further, both affect change and the use of identification was a function of the degree of discrepancy between feedback condition and conscious gender identity.     

A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation

For this content analysis we recorded a sample of 1,337 prime time commercials from the 3 major networks (ABC, CBS, and NBC) in 1998. There were 5,473 primary and secondary characters identified. Each character was coded for gender, age, acting role, and product being advertised. The findings were then compared to Bretl and Cantor (1988), the U.S. Census Bureau's 2000 population statistics, and Mediamark Research and Simmons syndicated marketing services. The commercials' producers cast their female and male characters much the same way as was done in the 1980s. Although women make most purchases of goods and services, they are still underrepresented as primary characters during most prime time commercials except for health and beauty products. Women are still cast as younger, supportive counterparts to men, and older women are still the most underrepresented group. Television commercials perpetuate traditional stereotypes of women and men.     

Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of sexual content on mainstream TV advertising in the two countries. This content appears in less than 5% of the advertisements. Most of it is mild and portrayed in the conservative context of an established relationship. Explicit material, socially discouraged practices, references to sexual responsibility and complete nudity are extremely rare. Israeli advertisements tend to present a higher share of sexual content than American ads, and male models are more likely to be partially nude than female models—but these differences are minor in extent.     

Culture and Gender Representation in Iranian School Textbooks

This study examines the representations of male and female social actors in selected Iranian EFL (English as a Foreign Language) textbooks. It is grounded in Critical Discourse Analysis and uses van Leeuwen’s Social Actor Network Model to analyze social actor representations in the gendered discourses of compulsory heterosexuality. Findings from the analysis show that the representations endorse the discourse of compulsory heterosexuality which is an institutionalized form of social practice in Iran. Three male and three female students were interviewed to find out what they think about these representations. Their responses with regard to whether they think textbooks should also include representations of other forms of sexuality were non-committal and vague. To them LGBT people are the “Other” practicing a form of sexuality that is not normal. Such exclusions could obscure the reality regarding the existence of such gender identities and represent the world in a particular manner.     

Assessment of Anger Terms in Hebrew: A Gender Comparison

Appraisal of anger terms is based on past experience recollections, social norms, and gender roles. The objectives of this study were to find combinations of emotional components presented by a new composite variable that will exhibit differences between genders and differentiate between anger terms in Hebrew. The sample was comprised of forty students, Hebrew native speakers who participated in a web based study. Participants were asked to rate eight anger terms in Hebrew on a number of features that comprised five emotional components: subjective feelings states body reactions, expressions, action tendencies, and cognitive evaluations. A two-factor between-subjects multivariate analysis of variance (MANOVA) was conducted. A simplified multivariate composite, defined as subjective experience minus regulation, explained 10% of the gender difference. Another simplified composite, which combines the additive effect of the subjective experience and the actions that accompany this emotional state, explained 14% of difference between the anger terms. The findings are discussed with respect to appraisal theory and social constructivist conceptualization.     

Effects of Alcohol on Rotary Pursuit Performance: A Gender Comparison

The Psychological Record - For 6 days, 10 male and 10 female social drinkers performed a rotary pursuit task six times across each day under both placebo and alcohol-intoxicated conditions....     

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were over-represented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context.     

数量空间表征的特点:跨视听通道下的SNARC效应

从跨通道的角度入手,采用大小比较任务,对视听单通道及跨通道下数量空间表征的特点及表征过程中的相互影响进行探讨。结果发现,视觉通道和听觉通道均存在SNARC效应;在跨通道任务下,无论启动通道是视觉还是听觉通道,都表现出,当启动通道的数量大小信息与主通道的数量大小一致或无关时,主通道的SNARC效应没有显著变化;但当启动通道的数量大小信息与主通道不一致时,主通道的SNARC效应受到显著影响,表现为降低或消失。这进一步证明了SNARC效应受情境影响的特点,并发现在进行跨通道数量空间表征时,听觉通道的数量信息对视觉通道下的数量空间表征的影响大于视觉通道的数量信息对听觉通道下的数量空间表征的影响。     

Gender and Deviance: A Comparison of College Students in Japan and the United States

Although evidence abounds in American criminology that young males are more prone to deviance than females, relatively little is known about the magnitude of the gender gap in deviance across cultures. Drawing on the literature concerning “risk taking” in power-control theory and on theory and research concerning cultural variability in “uncertainty avoidance,” we offer a rationale for predicting that the gender differences in levels of deviance are less among Japanese youth than Americans. Among Japanese, the level of male deviance should be closer to that of females because “uncertainty avoidance” is a strong component of Japanese culture that affects socialization of both males and females. Analysis of identical survey data from college students in Japan and the United States provides strong support for our argument.     

Gender Stereotyping of Children's Toys: A Comparison of Parents and Nonparents

Parents and nonparents were compared to examinedifferences in the use of gender stereotyping toclassify children's toys. Gender-stereotyping was alsoexamined based on the age of the child. Parents and nonparents were sampled from a predominantlywhite, middle and upper middle class population.Subjects rated the appropriateness of 206 toys for useby girls and/or boys and were in general agreementregarding toys identified as gender-stereotyped. Ingeneral, feminine toys were stereotyped more thanmasculine toys although parents were more gender neutralin their ratings of toys than nonparents. Comparisons across mothers and fathers suggest thatinteractions with children may influence parentalperceptions of gender-appropriateness differentially formothers and fathers and is partly dependent on the sex of the child(ren). Finally, it appears thatwhile toys are gender stereotyped for all age groups,there is more flexibility in gender stereotyping of toysfor infants and toddlers.