Arabic Mass Media and Women Gender Stereotype: Stability versus Change “The Dream of Women Empowerment”

Abdelmogeth, A; Mossad, H

doi:10.18502/kss.v3i10.3108

Cited by 3 publications

(2 citation statements)

References 11 publications

(14 reference statements)

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“…In this respect, one of the most common stereotypes in advertising is the portrayal of gender, specifically women. Abdelmogeth and Mossad (2018) define gender stereotypes as overgeneralization of characteristics, differences and attributes of a certain group based on their gender. Gender stereotypes are widely accepted judgments or biases about certain characteristics or traits that apply to each gender.…”

Section: Stereotyping Gender Roles In Advertisingmentioning

confidence: 99%

Representation of Women Empowerment in Arab TV Commercials: A Multimodal Discourse Analysis

El-Sheikh

2023

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Representation of gender has a long history of stereotyped portrayal where the female gender is traditionally confined to a limited set of gender roles and is often excluded from the male world. Meanwhile, as female roles have changed worldwide, women representation is similarly evolving towards a more positive one. As far as the Middle East is concerned, the genderinclusion policies are also applied where Arab women are included as equally powerful members in the society. Hence, it is important to trace this new trend of positive Arab female representation in the media. Since the genre of TV commercials is a significant source of popular culture, this study aims at investigating the features of feminist advertising in Arab television commercials. The researcher applies Kress and van Leeuwen's approach of Multimodality on the visual elements in the selected commercials. The study concludes that women empowerment has become a significant trend in Arab commercials as increasing numbers of females are recently portrayed in powerful positions. Advertisers employ several techniques to depict the phenomenon of women empowerment. The three metafunctions of Kress and van Leeuwen's (2006) model of Visual Grammar reveal the role of each technique and how they all collaborate to deliver a comprehensive message to the viewers.

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Section: Stereotyping Gender Roles In Advertisingmentioning

confidence: 99%

Representation of Women Empowerment in Arab TV Commercials: A Multimodal Discourse Analysis

El-Sheikh

2023

بحوث فى تدريس اللغات

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“…According to McQuail (2005) and Abdelmogeth and Mossal (2012), unconscious prejudices, such as those mentioned by Wood (1995) and Pavlou and Christiana (2018), may also contribute to the belief that women are unable to perform at the same level as males in the workplace. Furthermore, Martin and Barnard's (2013) study suggests that men may be defending their status quo and that there are deliberate biases against women in contexts where men predominate.…”

Section: Factors Influencing Discrimination Against Female Journalist...mentioning

confidence: 99%

The Use of Digital Media Tools in Nigeria: A Panacea against Gender Discrimination, Female Journalists Representation and Participation in Journalism

Aribisala

2023

East Afr. j. arts soc. sci.

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Globally, the use digital tools in media practice have bridged the gap between the existing dichotomy (Male and Female) in journalism. It has revolutionized news coverage by eliminating the need for traditional procedures and protocols associated with professional journalism, such as being physically present on the field for balanced and newsworthy reportage. Moreover, digital media tools have reduced gender-based discrimination in media organizations, which used to assign men to more physically demanding roles while relegating women to menial tasks. Despite this paradigm shift orchestrated by digital media, female journalists are still being relegated to the extent that only few female journalists rise to the top in organizational hierarchical placement. In Nigeria, female journalists continue to face barriers such as unequal opportunities and unfair treatment in media organizations. One of the major issues is the underrepresentation of women in leadership positions in media organizations. In this regard, this research present four major fronts from scholarly researches using Textual Analysis to identify the extent and effects of gender discrimination against female journalists in digital media practice in Nigeria; examine factors that contribute to gender discrimination against female journalists in media practice in Nigeria; assess the impact of gender discrimination on the representation and Participation of female journalists in digital media practice in Nigeria and explore the strategies female journalists in Nigeria use to overcome gender discrimination in digital media practice

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From Café Culture to Tweets

Almutarie¹

2022

Journal of Middle East Women's Studies

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Arabic Mass Media and Women Gender Stereotype: Stability versus Change “The Dream of Women Empowerment”

Abstract: .

Cited by 3 publications

References 11 publications

Representation of Women Empowerment in Arab TV Commercials: A Multimodal Discourse Analysis

Representation of Women Empowerment in Arab TV Commercials: A Multimodal Discourse Analysis

The Use of Digital Media Tools in Nigeria: A Panacea against Gender Discrimination, Female Journalists Representation and Participation in Journalism

From Café Culture to Tweets

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