Gender, Mass Media and Social Change

Gupta, Arun K.; Jain, Nisha

doi:10.1080/01296612.1998.11726547

Cited by 6 publications

(3 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Evidently, advertisements grabbed centre stage in Indian media, and a plethora of studies focused on the perception of gender roles in Indian commercials. Studies have shown that men and women are likely to be labeled in stereotypical ways in television ads (Gupta & Jain 1998;Jha Dang & Vohra, 2005;Munshi 1998) and in print ads in India (Das 2000;Nelson & Paek, 2005), similar to other nations. (Das, 2010) According to Munshi (1998), Indian television advertisements in the 1990s portrayed women as homemakers in general (Das, 2010).…”

Section: Introductionmentioning

confidence: 99%

“…(Das, 2010) According to Munshi (1998), Indian television advertisements in the 1990s portrayed women as homemakers in general (Das, 2010). Gupta & Jain (1998) noticed that traditional and stereotypical images of, women as subordinate to men were reinforced by Indian television advertisements (Das, 2010). In a study on gender role depictions in Indian television ads, Jha Dang & Vohra (2005) found that women appeared quite regularly for household products or beauty and personal care products, unlike men who are employed in the commercials (Das, 2010).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

S¹,

Bhuvaneswari²

2023

SMC

View full text Add to dashboard Cite

Collective memory as a process implies that social groups' collective memory in society, changes and develops over time. The paper adopts a phenomenological study using Yadin Dudai’s ‘collective memory as a process’, in the interest of assessing how shifting collective memory (process) of gender roles in society influences the depiction of gender roles in Indian television commercials. Further, it goes on to explain how such advertisements can also impact society's collective memory of gender roles. The study investigates the issue of whether or not there has been a shift in how gender roles are portrayed in commercials in association with the collective memory (process) of society. Studying this change in the portrayal of gender roles in television advertising does indeed have broader implications as to how society perceives gender roles, emphasizing the significance of this study. The research findings show that there has been a noticeable change in how women are portrayed in television commercials as sporting champions, motorists, successful politicians, and business personnel in relation to the changing collective memory of society. The study ultimately determines that the influence of commercials on modifying society's collective memory of gender roles and the influence of collective memory on the evolution of gender role depictions in commercials are reciprocal in nature.

show abstract

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

S¹,

Bhuvaneswari²

2023

SMC

View full text Add to dashboard Cite

show abstract

“…Jaggi (2017) explored the role of cartoons and strongly indicated that Indian children consume a large amount of gender-stereotypical content. Furthermore, prior Indian studies on adult-focused advertisements indicated that the portrayal of men and women was gender stereotyped in television advertisements ( Gupta and Jain, 1998 ; Munshi, 1998 ; Jha-Dang and Vohra, 2005 ). A detailed study by Jha-Dang and Vohra (2005) found that women appeared more frequently in advertisements for household and personal or beauty products, whereas men appeared more frequently in advertisements for automotive products, financial services, and electronic products.…”

Section: Introductionmentioning

confidence: 99%

Gender representations and portrayal of adults in children’s television advertising: content analysis of prime cartoon channels in India

Chitra,

Senthilkumar

2023

Front. Psychol.

View full text Add to dashboard Cite

IntroductionGender stereotyping in television advertising is a universal phenomenon and has the potential to influence children’s perceptions of gender roles. Despite India’s enormous child population, gender representation in television advertising is hardly researched.MethodsThis study was conducted using a content analysis methodology to examine gender stereotypes in children’s television advertising in India. A total of 189 unique advertisements were selected from six prime cartoon channels, namely Nickelodeon, Disney Channel, Hungama, Cartoon Network, Discovery Kids, and Pogo TV. A stratified constructed sample of 319 central figures from 102 hours of TV viewing was collected over two consecutive weeks in November 2018 during children’s prime-time viewings.ResultsThis study examines gender role cues in children’s television advertising using McArthur and Resko’s coding method. The sample was subsequently analyzed using chi-square statistics, and the findings were contextualized and compared with those from other Asian nations. The results indicated that men significantly dominate (voice-over, product authority, autonomous roles, fact-based arguments, other products, end comments, pleasure, and practical rewards), whereas females are stereotyped (dependent roles, product users, portrayal of domestic products in domestic settings, opinion-based arguments, and self-enhancement rewards).DiscussionHowever, the results reveal a reduction in certain stereotypical aspects, such as a significant increase in women performing voice-overs and portraying characters with product authority and autonomy, while men exhibit increased involvement with domestic products and rewards such as self-enhancement, practical, and pleasure rewards. The theoretical (social learning and role congruity theory) and practical implications for advertisers and marketers are discussed based on these findings.

show abstract