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

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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

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

Sex Roles , Volume 57 (6) – Jul 31, 2007
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Publisher
Springer US
Copyright
Copyright © 2007 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-007-9261-x
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Sex RolesSpringer Journals

Published: Jul 31, 2007

References

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