Media Coverage of Women across Countries (The Special Case of Azerbaijan)

Abstract

The relevance of this study results from the need to examine the way in which images of women and femininity are presented in the Azerbaijani media. The purpose of the study is to analyse the characteristics of the portrayal of women in Azerbaijani television advertising. The theoretical and methodological foundations of the study are based on gender and socio-cultural approaches. The method of audiovisual content analysis was used for the study. The sample includes 103 commercials collected between 2020 and 2023, with the prerequisite of the presence of female characters. The results showed two main trends in the portrayal of women. Firstly, a patriarchal perception dominates: women are usually presented as housewives or mothers, and most advertising takes place in a domestic environment. Women are often depicted in advertisements for men's products, which reinforces patriarchal stereotypes. Secondly, there is an emancipatory trend, which is reflected in the reduced objectification of women's sexuality in advertising. The plots and dialogues of commercials practically do not contain stereotypical ideas about women and present them in a positive light. Further research should aim to develop practical recommendations for improving the broadcasting of women’s images in an emancipatory context.