Race Representation in Child-Targeted Television Commercials

Li-Vollmer, Meredith

doi:10.1207/s15327825mcs0502_6

Cited by 40 publications

(17 citation statements)

References 26 publications

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“…Indeed, numerous studies document prevalent stereotypes of Black people as "natural athletes" (particularly Black men), and as talented musicians, dancers and entertainers (Bramlett-Solomon & Roeder, 2008;Coltrane & Messineo, 2000;Seiter, 1995;Taylor, 1997). Further, both Black British and African Americans are overrepresented in public service announcements (Bramlett-Solomon & Roeder, 2008;Henderson & Baldasty, 2003;Li-Vollmer, 2002;Taylor, 1997), although as Taylor (1997) observes, they typically feature as those receiving advice, not those giving it. Further, while African American men"s "natural" sporting prowess appears to have granted them "symbolic access to some of the instrumental benefits of [hegemonic] masculinity" (Coltrane & Messineo, 2000, p. 385), African American women are rarely shown exerting authority, and their beauty is less revered than White women"s (Coltrane & Messineo, 2000).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Michelle

2011

Sex Roles

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This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were overrepresented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Michelle

2011

Sex Roles

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“…Although improvements have been made in the frequency and nature of the representation of women and racial/ethnic minorities in advertising over the last 30years, members of these groups are still more likely to be presented as secondary characters, and the quality of the portrayals is less positive than those of majority group members (Baker 2005;Coltrane and Messineo 2000;Henderson and Baldasty 2003;Kim and Chung 2005;Li-Vollmer 2002;Lauzen and Dozier 2005). Scholars have debated the degree to which the makers of media have the responsibility and the capability to better promote equality in the images they present, but many believe that the media does far more to foster prejudice against women and minorities than to overcome it (Gray 1995;Hall 1995;hooks 1992;Wilson et al 2003).…”

Section: The Changing Media Landscapementioning

confidence: 99%

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

Messineo

2008

Sex Roles

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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.

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“…Content analyses have been used to paint a picture of minority representation in media advertisements, finding that historically it has not been all that colorful. Until recently, minority group members have been numerically underrepresented in the media (Taylor, Lee, and Stern 1995;Larson 2002;Li-Vollmer 2002). Additionally, when minorities are present, they are often portrayed in stereotypical or marginalized roles relative to their white counterparts (Taylor and Stern 1997;Entman and Rojecki 2000;Bang and Reece 2003), which can perpetuate a negative image about minorities (Bandura 1994;Coltrane and Messineo 2000;Tan, Fujioka, and Tan 2000).…”

mentioning

confidence: 99%