Representation of Gender in South African Television Advertising: A Content Analysis

Representation of Gender in South African Television Advertising: A Content Analysis This paper examines how gender is represented in South African television advertising. It provides a foundation upon which changes in representation over time may be mapped; contributes toward a cross-national literature that considers differences in representation; and tentatively examines how representations intersect with other key social categories. A sample of 5,803 advertisements was collected during 2003 that included 1,633 primary visual actors and 2,350 narrators. These were analysed by means of content analysis. A coding scheme was developed that was partly based on existing research, including McArthur and Resko’s (1975) influential study, but also research within non-Western contexts. Content categories included attributes of the primary visual actor (i.e., age; portrayal; race; and social class) as well as advertisement attributes (i.e., actors; primary narrator; products; and setting). Hypotheses predicted that males and females would be represented differently in television advertisements and that these differences would reflect traditional hierarchical relations in society. Findings largely supported these hypotheses. Males were represented as dominant. They were of primary focus; appeared most frequently within the socially valued public-work arena; and were represented as occupying positions of greater social authority. Females were represented as subordinate. They were of secondary focus; appeared most frequently within the socially undervalued private-domestic arena; and were most often represented as occupying positions of social subordination. This subordination was reinforced through findings that imply their sexualisation. Interesting patterns also emerged in findings indicating possible change in representations of gender. The implications of findings are discussed and suggestions for future research are made. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Representation of Gender in South African Television Advertising: A Content Analysis

Sex Roles , Volume 65 (6) – Jun 25, 2011

Loading next page...
 
/lp/springer_journal/representation-of-gender-in-south-african-television-advertising-a-ACf8kxVOhV
Publisher
Springer US
Copyright
Copyright © 2011 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/s11199-011-0027-0
Publisher site
See Article on Publisher Site

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches

$49/month

Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.

$588

$360/year

billed annually
Start Free Trial

14-day Free Trial