电视广告中性别角色定型研究述评

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础,然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动,电视广告中的性别角色定型并没有减弱;电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程,会受到多种因素,比如性别、年龄、受教育程度和女性主义意识等的影响     

Gender Stereotypes in Japanese Television Advertisements

The aim of this study was to reveal gender portrayal types in Japanese television advertisements through content analysis. Five hundred and thirty-one adult main characters were coded for sex, age, ethnic background, credibility, role, place, dress, background, persuasion type, camera work, camera angle, product type, target, and sex of voice-over. Five types were found by performing quick cluster analysis: beautiful and wise housewives, young ladies attracting people's attention, young celebrities, middle- and old-aged people enjoying private time, and middle-aged worker bee. The first three were mainly women and the latter two were mainly men. The results indicate that in Japanese television advertisements men and women are portrayed differently, and the differences correspond with traditional gender stereotypes.     

Changing Patterns of Gender Portrayals in Portuguese Television Advertisements1

The purpose of this study was to identify patterns in Portuguese television advertisements and interpret changes in the portrayal of gender roles using data collected 7 years apart: 1996 and 2003. We grouped 11 attributes of the central figure displayed in 623 evening commercials using a k‐means cluster procedure. There were 4 distinct groups of advertisements that emerged, 2 of them characterizing a predominantly male central figure and the other 2 a female central figure. The overall increase in women portrayed in advertisements from 1996 (32.9%) to 2003 (40.8%) is reflected in a shift toward an increase of advertisements with a female central figure in the typically male “narrator” cluster. Practical implications of these findings are discussed.     

Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.     

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.     

受众对广告中性别角色定型反应的研究

为了了解广告中性别角色定型对受众产生的影响,通过问卷调查,探讨了个体性别角色、性别、年龄和受教育程度对广告中性别角色定型反应的影响过程。结果发现:性别、个体性别角色(分为传统性别角色和非传统性别角色)、年龄和受教育程度可以通过女性自主性意识间接影响受众对广告中女性模特被冒犯性描述的知觉,进而影响受众对企业的负面评价和购买欲望;研究同时发现年龄可以直接预测受众的购买欲望。     

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.     

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.     

Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.     

An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements

The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.     

性别刻板印象之性别效应研究

1 引言 性别刻板印象(gender stereotype)是社会生活中为人们广泛接受的对男性和女性的固定看法。而人们对于典型的男性或女性是什么样子的看法,会影响我们的觉知,并在评价他人的行为时造成偏差。     

The Accuracy of Academic Gender Stereotypes

This research assessed the accuracy of academicgender stereotypes. Approximately 9% of participantswere nonwhite (mostly African American and Hispanic).Participants' estimates of the percentage of female and male students and their GPAs were comparedto the actual percentage of female and male students andtheir actual GPAs in 12 majors. Participantssignificantly underestimated the percentage of female students regardless of the gendertype of themajor. Females and males made more accurate percentageestimates for gender-congruent majors. Participantsoverestimated the GPAs of male students significantly more than the GPAs of female students. This wasespecially pronounced for masculine majors. Althoughfemale participants estimated the GPAs of their in-groupmore accurately than the GPAs of the out-group, the reverse was true for male participants. Theimplications of this evidence for inaccurate genderstereotypes regarding academic competence arediscussed.     

Implicit and Explicit Occupational Gender Stereotypes

This study was designed to compare implicit and explicit occupational gender stereotypes for three occupations (engineer, accountant, and elementary school teacher). These occupations represented the end points and middle of a masculine–feminine continuum of explicit occupational gender stereotypes. Implicit stereotypes were assessed using the Implicit Association Test (IAT), which is believed to minimize self-presentational biases common with explicit measures of occupational gender stereotypes. IAT results for the most gender stereotyped occupations, engineer (masculine) and elementary school teacher (feminine), were comparable to explicit ratings. There was less agreement with less stereotyped comparisons. Results indicated that accounting was implicitly perceived as more masculine than explicit measures indicate, which calls into question reports of diminishing gender stereotyping for such occupations.     

性别刻板印象维护的心理机制

性别刻板印象对人们有着重要影响.反性别刻板的行为违背了人们对性别角色的期望和要求,人们为了维护自己的性别刻板印象会采用不同的策略来对反性别刻板的行为作出反应.文章介绍了认知过程中对反性别刻板信息的抗拒和行为反应中对反性别刻板行为的抵制功能模型,分析了人们维护性别刻板印象的心理机制,并对有关性别刻板印象维护的研究进行了评价和展望.     

Ethnicity and Gender Stereotypes of Emotion

In three studies we investigated gender stereotypes of emotions among four ethnic groups in the U.S., using persons from these groups as informants about their own groups. European Americans’ reports of stereotypes were compared to those of African Americans (Study 1), Hispanic Americans (Study 2), and Asian Americans (Study 3). The examination of group differences was interpreted based on variations across ethnicities in norms concerning emotional expression and gender roles. Overall, gender stereotypes of emotion were evident among all ethnic groups studied, but European Americans’ gender stereotypes were the most gender differentiated. For example, European American stereotypes held that men express more pride than women do, but African Americans’ stereotypes of pride for men and women did not differ. Similarly, whereas among European Americans, women were stereotyped to express much more love than men do, the gender difference was smaller among Hispanic Americans and Asian Americans. These different norms may pose challenges for inter-cultural interactions, and they point to the importance of considering both gender and ethnicity simultaneously in the study of emotions.     

性别刻板印象维护的心理机制

性别刻板印象对人们有着重要影响。反性别刻板的行为违背了人们对性别角色的期望和要求,人们为了维护自己的性别刻板印象会采用不同的策略来对反性别刻板的行为作出反应。文章介绍了认知过程中对反性别刻板信息的抗拒和行为反应中对反性别刻板行为的抵制功能模型,分析了人们维护性别刻板印象的心理机制,并对有关性别刻板印象维护的研究进行了评价和展望     

Gender Stereotypes in Educational Software for Young Children

Children are increasingly being exposed to educational technology at school. In response to this, the International Society for Technology in Education (ISTE) drafted a set of technology standards for teachers (ISTE, 2002) that specifically states that teachers should empower all students and support diversity. This content analysis of educational software for preschoolers was designed to look at gender representations and stereotyping. The results demonstrated significantly more male characters than female characters in preschool educational software, which makes it difficult for teachers to address gender diversity and suggests that girls are not as valued as boys are. Male characters were also more likely than female characters to exhibit several masculine-stereotypical traits. In addition, female characters more than male characters exhibited counterstereotypical behaviors, yet were more gender stereotyped in appearance.     

Confirming Gender Stereotypes: A Social Role Perspective

In this research we examined whether emotional vulnerability leads women and men to confirm gender stereotypes. Emotional vulnerability is a state where one is open to having one's feelings hurt or to experiencing rejection. Drawing on the tenets of social role theory and research related to normative expectations, we propose that emotional vulnerability leads to stereotype confirmation, as normative expectations are less risky and easier to enact than nonnormative behavior. Fifty-nine dating couples were randomly assigned to a high emotional vulnerability or low emotional vulnerability discussion with their partners. When the degree of emotional vulnerability was high men confirmed gender-stereotypes. Women's behavior, on the other hand, was not significantly affected by condition. We discuss these findings in terms of the domain in which gender-typed behaviors occur and the social pressures to act in accordance with gender norms.