Improving Representation Over Time? Assessing Intersectional (In)Visibility of Masculinity and Race/Ethnicity in Print Ads

Abstract

The current research investigates intersections of masculinity and race/ethnicity as portrayed in mainstream advertisements by assessing 1,181 print ads across two time periods. Drawing on intersectionality and content analysis, the intersections of masculinity types and race/ethnicity are explored. Results suggest a narrow assessment of these elements as part of diversity can lead to false improvement assumptions over time. Rather than focusing on one intersection such as masculinity, multiple dimensions should be considered to more accurately capture developments within advertising over time. Overall, companies need to reevaluate how diversity is reflected in advertisements and select suitable depictions to fully reflect and advance societal diversity in promotional tools.