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Journals Sex Roles Volume 57 Issue 5

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.

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

Elza, Ibroscheva
Sex Roles , Volume 57 (5)
Springer Journals – Sep 1, 2007

More Info
  • Publisher Springer US
  • Copyright Copyright © 2007 by Springer Science+Business Media, LLC
  • Subject Psychology; Anthropology; Sociology; Interdisciplinary Studies; Sexual Behavior; Personality & Social Psychology
  • ISSN 0360-0025
  • eISSN 1573-2762
  • D.O.I. 10.1007/s11199-007-9261-x
  • Publisher site Get PDF  

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