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

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

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

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 2001 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1013068519583
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Sex RolesSpringer Journals

Published: Oct 3, 2004

References

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