Does Advertising on Black Entertainment Television Portray More Positive Gender Representations Compared to Broadcast Networks?

Does Advertising on Black Entertainment Television Portray More Positive Gender Representations... This article reports on a content analysis of television commercials (n = 434) aired during prime-time on US general networks (ABC, NBC, CBS, and FOX) and an African American niche station (Black Entertainment Television—BET) in 2002. Targeted group/nontargeted group representations are explored in relation to depictions of domestic/romantic fulfillment and agency. The findings reveal that although the majority of characters on all stations studied were male and White, the niche station did provide a venue for some positive gender representations. Specifically, characters on BET were more likely to be portrayed as respected and as sex-objects. Findings demonstrate that although the niche station BET represents a venue for minority voices, it is also a source of problematic representations of gender. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Does Advertising on Black Entertainment Television Portray More Positive Gender Representations Compared to Broadcast Networks?

Sex Roles , Volume 59 (10) – May 28, 2008

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Publisher
Springer US
Copyright
Copyright © 2008 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/s11199-008-9470-y
Publisher site
See Article on Publisher Site

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