Gender stereotyping in television advertisements : a case of Austrian state television
Year: 2007
Type: dissertation
Abstract: Using content coding analysis, the current study examines sex-role portrayals in Austrian television advertisements. 129 Austrian advertisements were recorded in May 2005, and subsequently analyzed by employing established coding categories. The findings indicate that gender stereotypes in Austrian television advertisements exist in some aspects. For instance, women are underrepresented both as central characters and narrating voiceovers. Men, on the other hand, often play a dominant role and promote masculine products. However, this study also presents results that go against the grain to traditional gender stereotyping, as males and females are found to be equally represented in dependent roles, as well as in occupational and domestic settings.
Author: Marie Ahlstrand
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W2183183303