Gender role stereotyping in Australian radio commercials

Gender role stereotyping in Australian radio commercials Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Only one content analysis (Furnham & Schofield, 1986) has examined radio content, finding patterns of bias in British radio commercials consistent with, though less marked than, those in television commercials. The present study sought to determine whether similar patterns obtain in another Western country’s radio commercials collected approximately a decade later. Over 100 Australian radio ads were content analyzed, and results very similar to those of the earlier study were obtained. The findings are discussed in terms of their implications for studies of gender role development and audience reactions to media content. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Gender role stereotyping in Australian radio commercials

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Publisher
Springer US
Copyright
Copyright © 1997 by Plenum Publishing Corporation
Subject
Psychology; Personality & Social Psychology; Sexual Behavior; Interdisciplinary Studies; Sociology; Anthropology
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/BF02766241
Publisher site
See Article on Publisher Site

Abstract

Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Only one content analysis (Furnham & Schofield, 1986) has examined radio content, finding patterns of bias in British radio commercials consistent with, though less marked than, those in television commercials. The present study sought to determine whether similar patterns obtain in another Western country’s radio commercials collected approximately a decade later. Over 100 Australian radio ads were content analyzed, and results very similar to those of the earlier study were obtained. The findings are discussed in terms of their implications for studies of gender role development and audience reactions to media content.

Journal

Sex RolesSpringer Journals

Published: Nov 24, 2007

References

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