Sex Roles in Health Storylines on Prime Time Television: A Content Analysis

This study examined the role of character gender in prime time television health portrayals. A content analysis of 1,291 health-related storylines from three spring seasons (2004–2006) of the ten most popular American television programs measured the frequency of male and female characters in prominent roles and how storylines differed with the sex of the ill or injured character. Our analyses revealed a significantly greater number of male characters. Moreover, storylines with a male ill or injured character were more serious in tone, more likely to take place in a medical setting, and had higher educational value. Proportionally, there were some similarities in storylines across the sexes, however, the absolute differences are striking and may have unfortunate effects on viewers.     

Reenactment of televised content by 2-year olds: toddlers use language learned from television to solve a difficult imitation problem

Parents commonly label objects on television and for some programs, verbal labels are also provided directly via voice-over. The present study investigated whether toddlers' imitation performance from television would be facilitated if verbal labels were presented on television via voice-over or if they were presented by parents who were co-viewing with their toddlers. Sixty-one 2-year olds were randomly assigned to one of four experimental groups (voice-over video, parent video, parent video no label, parent live) or to a baseline control condition. Toddlers were tested with novel objects after a 24h delay. Although, all experimental groups imitated significantly more target actions than the baseline control group, imitation was facilitated by novel labels regardless of whether those labels were provided by parents or by voice-over on television. These findings have important implications for toddler learning from television.     

Changing Gender Roles in Prime-Time Commercials in Malaysia,Japan, Taiwan,and the United States

This study showed that during prime time, a new paradigm of gender role depiction has emerged in prime-time commercials in Japan, Taiwan, and Malaysia. Even though some stereotypes about the presentation of gender in commercials persist (for setting, product type, voice-over), the study found an equal number of males and females appearing as primary characters in commercials during prime time. In Japan, Malaysia, and Taiwan, the majority of commercials depicted males and females in nonstereotypical gender roles. Some shifts were also observed for role depiction in prime-time commercials in the United States. Reasons for these changes are discussed.     

Gender roles portrayed in Kenyan television commercials

A content analysis of 105 television advertisements aired on Kenya's television networks (KBC and KTN) during an 8-week period (July and August) was carried out. Commercials were coded according to the sex of the central character, spokesperson, the nature of products/services presented, setting, and occupation of the central character. There were no significant differences in the proportion of women and men serving as central characters in commercials. However, both men and women were depicted in traditional roles. Significant gender differences were apparent in relation to the products and services presented, preferred spokesperson, commercial settings, and occupational cues. Generally, the stereotyped nature of Kenyan commercials is consistent with findings obtained in developed countries. The results are discussed in relation to the prevailing cultural milieu.This article is based on a paper presented by the author at the 1992 Department of Educational Psychology National Seminar, Gender Issues in a Changing Society, Kenyatta University, Nairobi.     

Gender Stereotypes in Portuguese Television Advertisements

This study examined the portrayal of men andwomen in a sample of Portuguese television commercials,attempting to replicate and extend past investigationsdone in America, Australia, Britain, and Italy. The aim was to update Portuguese research andto compare findings across cultures. Three hundred andfour evening commercials were content analyzed by tworaters, one male and the other female, to check reliability. The attributes of each of theircentral figures were classified into 11 categories:gender, mode of presentation, credibility, role,location, age, argument, reward type, product type,background, and end comment. Strong evidence of differencesin the presentation of male and female characteristicswas obtained. The implications of results for thedevelopment and maintenance of gender roles arediscussed.     

Caught Between East and West? Portrayals of Gender in Bulgarian Television Advertisements

This study conducted a content analysis of Bulgarian television advertisements in 2004 to examine the prevailing portrayals of gender in the media environment of the postcommunist, consumer-based Bulgarian society. The study addressed the research questions of how gender was depicted in Bulgarian advertising and what possible social implications these gender portrayals can be for explaining gender relations in postcommunist societies. In examining a sample of 127 ads, the study found that content was highly stereotyped, portraying women in depending roles and in sexually suggestive appearance, similar to results from other European studies. Observations are made about the differences between the current study and previous sex roles studies, recognizing the specific cultural environment in Bulgaria.     

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.     

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.     

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.     

Tampering with Tradition: Rationales Concerning Women��s Married Names and Children��s Surnames

Despite advances in gender equality in recent decades, the majority of women continue to change their names upon marriage and parents overwhelmingly opt to give children the father??s surname. In two correlational studies, both involving undergraduate samples from Toronto, Canada, we examined gender differences in naming preferences and in justifications underlying a traditional name choice. Men were more likely to prefer traditional choices in both women??s married names (Study 1; N?=?68) and children??s surnames (Study 2; N?=?63), and were also more likely to endorse most potential rationales for these choices. Traditional choices were associated with such factors as concern regarding family dynamics, whereas nontraditional choices were associated with such factors as a desire to increase gender equality.     

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.     

The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising

Scholars have long argued that popular consumer culture is both producer and product of social inequality, but few detailed empirical studies have explored the ways that advertising imagery simultaneously constructs stereotypes of race and gender. This article reports on a content analysis of television commercials (n = 1699) aired on programs with high ratings for specific target audiences from 1992 to 1994. Characters in the television commercials enjoy more prominence and exercise more authority if they are White or men. Logistic regression analyses indicate that images of romantic and domestic fulfillment also differ by race and gender, with women and Whites disproportionately shown in family settings and in cross-sex interactions. In general, 1990s television commercials tend to portray White men as powerful, white women as sex objects, African American men as aggressive, and African American women as inconsequential. The authors suggest that these commercial images contribute to the perpetuation of subtle prejudice against African Americans by exaggerating cultural differences and denying positive emotions. Results are discussed in relation to the segmentation of media markets and possibilities for social change.     

The Color of Children��s Gender Stereotypes

To examine the impact of gender and gender-related color stereotypes, 98 Israeli preschoolers and 3rd graders chose between booklets mismatched in the stereotypicality of color (pink vs. blue) versus illustration (Batman vs. Bratz) and subsequently colored gender-stereotyped versus gender-neutral illustrations with male and female-stereotyped color crayons. Color was ignored in booklet choice. More colors were used for figures stereotypically associated with one??s own gender. Boys?? use of female-stereotyped colors did not vary across figures and differed significantly from chance. Boys avoided coloring the female-stereotyped figure and using pink. Girls used fewer female-stereotyped colors for the male-stereotyped figure but used both types of color equally for the other figures. The results were discussed in terms of children??s socialization into gender roles     

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.     

Formal vs. Informal Use of Television and Sex-Role Stereotyping in Hong Kong

This study examines the relationship between media use and gender stereotyping in Hong Kong, where Western liberal thoughts meet Chinese traditional and patriarchal norms. Although mainstream media studies center on the general impact of television on sex-role stereotyping, this study distinguishes the formal use of television for information from the informal use for entertainment, the latter of which is often neglected, but the impact is far more encompassing. A baseline survey on gender equality commissioned by the Hong Kong Government with 2,020 successful face-to-face interviews was conducted and the sample was of the Equal Probability of Selection Method (EPSEM) type provided by the Census and Statistics Department. The participants are all Chinese from all class strata (51.5% below HK$10,000; 39.4% between HK$10,000 and HK$24,999; and 19.1% above HK$25,000 with US$1 HK$7.8). The BSRI measurement was modified to gauge the gender-role stereotype. The results show that despite influence by Western culture, gender stereotyping of the public in Hong Kong still exists. In particular, the self-reported functional television for entertainment (rather than for information) as well as exposure to entertainment programs on television have reinforced the female stereotypes, and females have a lower cultural awareness toward male stereotypes.     

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.     

The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000

Furnham, A. & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51, 216–236. In 1999, Furnham and Mak published a review of 14 content‐analytic studies of sex roles stereotyping in television commercials. All these studies were based on the McArthur and Resko (1975) content categories. This paper updates that review considering 30 studies in over 20 countries published between 2000 and 2008. Studies were from Australasia, Austria, Bulgaria, Ghana, Hong Kong, Japan, Kenya, Korea, Malaysia, Mauritius, New Zealand, Poland, Russia, Serbia, Singapore, South Africa, Spain, Saudi Arabia, Sweden, Taiwan, Thailand, Turkey, the United Kingdom and the United States. They examined over 8,000 advertisements. National and cultural differences in gender stereotypes are also considered in the light of this data. The popularity of, and the problems associated with, the research paradigm are considered.     

Do Muslims in Germany Really Fail to Integrate? Muslim Integration and Trust in Public Institutions

Multivariate analysis of 2008 data from the German Social Survey (ALLBUS) provides firm evidence on the basis of one important dimension of political integration??individuals?? trust in the political system??that Muslims are integrating well into German society. The results are significant despite controls for multiple indicators of respondents?? social capital, socioeconomic status, post-material views, ideological position, partisan support for parties in power, assessment of government performance, interest in politics, and amount of television viewing. Furthermore, Muslims?? level of religiosity does not influence their level of political trust. The findings raise new questions about integration in that the significantly lower levels of political trust found among non-Muslims may negatively affect their views of government and its efforts to respond to Germany??s Muslim population. Skepticism and distrust of government by non-Muslim ethnic Germans may undermine important programs designed to bridge the actual value and cultural differences which remain the source of the ignorance that fuels prejudice and discrimination.     

Correlates of African American Men’s Sexual Schemas

Sexual schemas are cognitive representations of oneself as a sexual being and aid in the processing of sexually relevant information. We examined the relationship between sociosexuality (attitudes about casual sex), masculine ideology (attitudes toward traditional men and male roles), and cultural centrality (strength of identity with racial group) as significant psychosocial and sociocultural predictors in shaping young, heterosexual African American men??s sexual schemas. A community sample (n?=?133) of men in a southeastern city of the United States completed quantitative self-report measures examining their attitudes and behavior related to casual sex, beliefs about masculinity, racial and cultural identity, and self-views of various sexual aspects of themselves. Results indicated that masculine ideology and cultural centrality were both positively related to men??s sexual schemas. Cultural centrality explained 12?% of the variance in level of sexual schema, and had the strongest correlation of the predictor variables with sexual schema (r?=?.36). The need for more attention to the bidirectional relationships between masculinity, racial/cultural identity, and sexual schemas in prevention, intervention, and public health efforts for African American men is discussed.