Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Kim, Kwang-Ok; Lowry, Dennis T.

doi:10.1007/s11199-005-8307-1

Cited by 82 publications

(89 citation statements)

References 37 publications

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“…Most studies in Hong Kong reported a predominance of male characters (Furnham & Chan, 2003;Furnham et al, 2000), while studies on South Korea showed a predominance of female characters (Kim & Lowry, 2005;Paek et al, 2011;Prieler, 2012). In contrast, Moon and Chan (2007) reported no statistically significant differences for both cultures.…”

Section: Literature Review Hypotheses and Research Questionmentioning

confidence: 87%

“…English language studies on Asian countries began in the 1990s, including studies on Singapore (Lee, 2004;Siu & Au, 1997;Tan, Ling & Theng, 2002;Wee, Choong & Tambyah, 1995), Malaysia (Bresnahan et al, 2001;Tan et al, 2002;Wee et al, 1995), China (Cheng, 1997;Paek, Nelson & Vilela, 2011;Siu & Au, 1997), Indonesia (Furnham, Mak & Tanidjojo, 2000), and the Philippines (Prieler & Centeno, 2013). There have also been several studies on Hong Kong (Furnham & Chan, 2003;Furnham et al, 2000;Moon & Chan, 2007), Japan (Arima, 2003;Bresnahan et al, 2001;Furnham & Imadzu, 2002;Milner & Collins, 2000), and South Korea (Kim & Lowry, 2005;Moon & Chan, 2007;Paek et al, 2011;Prieler, 2012). However, there is no comparative study of all three cultures to date, which makes this multicultural study even more timely.…”

Section: Literature Review Hypotheses and Research Questionmentioning

confidence: 99%

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Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Prieler

Ivanov

Hagiwara

2015

Communication & Society

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Gender representations in television advertisements have been a subject of academic research for many years. However, comparatively few studies have looked into television advertising's gender representations in Confucian societies, particularly from a comparative perspective. This study compares the representation of males and females in 1,694 television advertisements from Hong Kong, Japan, and South Korea. It uncovers stereotypical gender representations related to age (females were predominantly young, males were middleaged), clothing/nudity (females were more suggestively dressed, males were fully clothed), work (females were depicted more often at home, males were typically depicted in the workplace), authority (males were used for voiceovers more than females, with males being the so-called "voice of authority"), and beauty (more females than males advertised for the cosmetics/toiletries product category). Overall, gender representations were highly stereotypical in all three cultures, which may be due to a shared common cultural background based on Confucianism. In terms of the degree of gender stereotyping, Hong Kong was more gender-egalitarian than Japan and South Korea; this finding is consistent with results from Project Globe's gender egalitarianism index and the Gender-related Development Index (GDI) by the United Nations, but not with Hofstede's masculinity index. These results suggest a relationship between gender representations and some gender indices. Finally, this article discusses the possible effects of stereotypical gender representations on audiences in relation to social cognitive and cultivation theories.

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Section: Literature Review Hypotheses and Research Questionmentioning

confidence: 87%

Section: Literature Review Hypotheses and Research Questionmentioning

confidence: 99%

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Prieler

Ivanov

Hagiwara

2015

Communication & Society

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“…Además de ser mucho menos común la presencia de mujeres que de hombres, se ha encontrado que es más probable que los personajes femeninos presentados en los medios sean más jóvenes que los masculinos (Furnham y Skae, 1997;Ganahl, Prensen y Netzley, 2003;Kim Lowry, 2005;Uray y Burnaz, 2003;Valls-Fernández y Martínez-Vicente, 2007); que se valore en mayor medida su apariencia física (Malkin, Wornian y Chrisles, 1999); y que se les trate con mayor frecuencia como objetos sexuales (Bogt, Engels, Bogers y Kloosterman, 2010;Coltrane y Adams, 1997;Millar y Grant, 2006;Wallis, 2011).…”

Section: Introductionunclassified

Representación de mujeres y hombres en las noticias de la prensa nacional española

Matud

Wangüemert

Espinosa

2012

Cuestiones de género

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ResumenEstudio en el que se analiza la representación de las mujeres y los hombres en las noticias de la prensa diaria nacional española. Para ello, se realizó un análisis de contenido de lo publicado en la Portada y en las secciones Nacional e Internacional de 14 números de un periódico español de gran tirada, seleccionado aleatoriamente. Se encontró gran desigualdad en la representación, tanto en la frecuencia con que cada género aparecía como figura central de las noticias, estando el 34% protagonizadas por hombres pero solo el 6,8% por mujeres, como en sus roles y ocupaciones, siendo mucho más común que los hombres apareciesen en puestos de poder que las mujeres. Palabras clave: Género, periódicos, noticias, análisis de contenido, mujeres, hombres, España. AbstractThis study examines the portrayal of women and men in the news of Spanish daily newspapers. A quantitative content analysis was conducted on the news published on the Front page and in the National and International sections from 14 issues of a randomly selected, large circulation Spanish newspaper. We have found great inequality in the representation, both in the frequency with which each gender appeared as the central figure in the news -34% for men whereas only a 6.8% for women-and in their roles and occupations. The content analysis of the protagonists' occupation in the news threw light on many differences, and men appeared much more frequently than women in positions of power.

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“…In the developed countries the stereotypes oriented to the discrimination seems to be decreasing (Kim & Lowry, 2005), but the analyse carried by Steinghen, Eisend and Knoll (2009) in a longitudinal analysis shows us that there is no change of the gender stereotyping in TV advertising over time.…”

Section: Gender Stereotyping In Advertisementmentioning

confidence: 97%

Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement

et al. 2013

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This study analyses the gender stereotypes, sex and violence in advertisements in all media except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media -Television 83 -Press -149 -Outdoor 9 -Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July

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Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Cited by 82 publications

References 37 publications

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Representación de mujeres y hombres en las noticias de la prensa nacional española

Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement

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