Gender portrayals and the gender of nations: an extended study in Asian cultures

Abstract

This study examined gender portrayal in a sample of 780 television commercials broadcast in prime time programs in Korea and Hong Kong using content analysis. Cultural differences between Korea and Hong Kong suggest hypotheses about the gender portrayal in advertising. Literature suggests that Korean culture differs from Hong Kong culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two societies provide a valid test of theory. The results of the study showed significant differences between the two countries in terms of product profile, presence of central characters, voice-over, setting and reward type. Contrary to expectations from Hofstede’s framework, greater sex-role differences are reflected in occupation and credibility in Korea, a feminine society, not in Hong Kong, a masculine society. The study confirms that the difference on the masculinity dimension is not able to elucidate all differences in gender role portrayals in television advertising, thus, the concept of ‘gender of nations’ needs further examination.