An Asian Perspective on the Portrayal of Men and Women in Television Advertisements: Studies From Hong Kong and Indonesian Television

This paper reports on 2 studies with almost identical methodologies. Both were content analysis studies of the way that men and women are portrayed on television (TV) in South East Asia. One study was conducted in Hong Kong, where 175 TV advertisements were content analyzed. The other was conducted in Indonesia, where 119 TV advertisements were content analyzed. In Hong Kong, 9 of the 10 content categories yielded a significant gender-role effect, particularly mode of presentation, credibility, and role. In Indonesia, 9 of the 11 gender-role effects were significant, particularly reward type and product type. The fact that Asian TV commercials seem to have greater gender-role stereotypes than do Western commercials is discussed. Difficulties associated with cross-cultural comparisons of this type of data are discussed.     

Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years

Since the pioneering content-analytic study byMcArthur and Resko (1975) on sex-role stereotyping oftelevision advertisements in America, many others haveused a similar methodology and coding scheme to examine similar stereotypes in their owncountries. This study compares and contrasts 14 studies,all using the McArthur and Resko (1975) scheme: 3 fromAmerica, 1 each from Australia, Denmark, and France, and 2 and one from Great Britain, Hong Kong,Indonesia, Italy, Kenya, Mexico, and Portugal. Problemsof such a comparison are considered: specifically, theequivalence of the channel, the three different time periods, and slight variations in thecontentcategories. Nevertheless, clear patterns arisewhich attestto the universality of sex-role stereotypingin television commercials.     

The determinants of parents' beliefs about the intelligence their children: A study from Hong Kong

One hundred and ninety‐three Hong Kong parents (mean age 42.2 years) were given a structured interview / questionnaire concerning their own and their children's self‐estimated overall and multiple intelligence. Previous research suggested that males tend to give higher overall “g” estimates to their children and themselves than do females, as well as higher scores on mathematical and spatial intelligence (Furnham, 2001). Further, studies in the West suggest that parents think their children are significantly brighter than they are and that their sons are brighter than their daughters. Estimates were lower than those found in Western populations but, even so, males rated their own mathematical and spatial intelligence higher than did females. Hong Kong Chinese parents did not think their sons were brighter than their daughters. The seven multiple intelligences factored into three clear factors for self and children, and regressions indicated that it was “academic” intelligence (verbal, mathematical, spatial) that was most “g” loaded. The child's age and the self‐rated overall IQ of both the parents were the best predictors of the child's overall estimated IQ. Less than a third of the parents had taken an IQ test or believed they measured IQ very well. Those who were more likely to be better educated, had taken an IQ test, and believed intelligence was inherited were more likely to award themselves higher overall IQ scores. Results are compared with the British studies in the same area.