Representation of Gender Stereotypes in Advertisements: A Content Analysis of Facebook and Instagram Advertisements

Abstract

In the dynamic realm of the digital landscape, the examination of gender stereotypes' influence on online advertising becomes imperative. This study addresses the backdrop of the expanding influence of social media platforms. The research aims to evaluate the prevalence of gender stereotypes in advertisements on these platforms, categorize these stereotypes, and investigate potential variations in their portrayal of men and women. A meticulous content analysis wasundertaken, systematically examining advertisements across five diverse categories in Pakistan published between September 2022 and September 2023. Employing a coding sheet for data collection, followed by rigorous statistical analysis, our research affirms the pervasive presence of gender stereotypes, particularly in categories such as negative portrayals and traditional gender roles. However, it is crucial to acknowledge study limitations,encompassing platform specificity, sample size constraints, and potential cultural nuances, emphasizing the need for future research to foster a more comprehensive understanding of this issue.