Gender Identity and Gender Roles Portrayals in TV Ads
Gender Identity and Gender Roles Portrayals in TV Ads
Author(s): Maya Haj HassanSubject(s): Media studies, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Editura Universitară & ADI Publication
Keywords: gender identity; TV ads; gender role portrayal; Gender Empowerment Measure (GEM); Gender Inequality Index (GII); The Hofstede model;
Summary/Abstract: This paper discusses the stereotypical portrayal of men and women in today’s TV ads, which is problematic for many reasons (Coltrane and Messineo 2000), first of all for producing and perpetuating gender stereotypes, which may erode gender equality and harm society at large (MacKay and Covell 1997, Oppliger 2007). In spite of massive recent empirical research, it is still not clear how a country’s culture reproduces gender identities or shapes gender roles in TV ads across time and among different places as well as it is not clear how both gender identities and roles are being influenced as a result of their representations in TV ads. Grounded on a multitude of empirical analyses, the current study demonstrates that there appears to be a global pattern of gender stereotyping still at work in TV advertising, which in itself influences gender-role and identity stereotypes in the Lebanese society, further perpetuating gender roles and gender inequality.
Journal: International Journal of Cross-Cultural Studies and Environmental Communication
- Issue Year: 9/2020
- Issue No: 1
- Page Range: 59-68
- Page Count: 10
- Language: English
