Gender Role Portrayals Research Articles

Gender Representation in Chinese Tobacco Advertising

The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.

Disney Portrayal of Gender Roles in Snow White and the Seven Dwarfs, Beauty and the Beast and Frozen

Many parents consider giving fairytales books and films with the “happily ever after” theme with princesses and princes charming characters to their little ones. For parents, fairytale means Disney’s products. Disney, as one of the largest media companies in the world has been using traditional approach for producing their films. However, Disney changed their approach and recently has been using progressive approach in the contemporary setting. Disney also sets an example to transgress and shape ways of thinking in the society worldwide. Using Mulvey’s theory about male gaze and three Disney’s films which are Snow White and the Seven Dwarfs (1937), Beauty and the Beast (1991), and Frozen (2013), this paper will discuss the change of view from damsels in distress to heroines. This analysis aims to identify the gender roles displayed in the Disney’s characters and how within the films, Disney has changed in few decades.

Design preferences for global scale: a mixed-methods study of \u201cglocalization\u201d of an animated, video-based health communication intervention

BackgroundDesigning health communication interventions for global scaling promotes health literacy and facilitates rapid global health messaging. Limited literature explores preferences for animation prototypes and other content characteristics across participants in different global regions. Prior research underscores an urgent need for health communication interventions that are compelling and accessible across culturally and geographically diverse audiences. This study presents feedback from global learners on animation design preferences and other key considerations for the development of educational video content intended for global adaptation and scaling.MethodsWe used a mixed-methods, sequential explanatory design, with a qualitative descriptive approach to the analysis of the qualitative data. We recruited participants from an international group of learners enrolled in a massive open online course. Through an online quantitative survey (n = 330), we sought preferences from participants in 73 countries for animation design prototypes to be used in video-based health communication interventions. To learn more about these preferences, we conducted in-depth interviews (n = 20) with participants selected using maximum variation purposive sampling.ResultsGenerally, respondents were willing to accept animation prototypes that were free of cultural and ethnic identifiers and believed these to be preferable for globally scalable health communication videos. Diverse representations of age, gender roles, and family structure were also preferred and felt to support inclusive messaging across cultures and global regions. Familiar-sounding voiceovers using local languages, dialects, and accents were preferred for enhancing local resonance. Across global regions, narratives were highlighted as a compelling approach to facilitating engagement and participants preferred short videos with no more than two or three health messages.ConclusionsOur findings suggest that global learners may be willing to accept simplified visuals, designed for broad cross-cultural acceptability, especially if the content is localized in other ways, such as through the use of locally resonating narratives and voiceovers. Diverse, inclusive portrayals of age, gender roles and family structure were preferred.

Lessons from Glen Burnie: Queering a Historic House Museum

ABSTRACT In this article I make the case for including queer narratives in historic house museums, both because including queer history in public history settings is important in its own right and as a way to invigorate museum interpretations and appeal to wider audiences. I dispel concerns about “outing” historical actors and describe some language and ways of thinking about historical sexuality to assist educators in their interpretation. I then shift into the case study of Glen Burnie, a historic house museum that completely revised its interpretation to center the house’s last residents and its preservationists, a gay male couple. The museum’s interpretive shift leverages the efforts of both men to create public and private domestic experiences that create an immersive new house tour experience and can be used to create a critique of the portrayal of gender roles and heteronormativity at many historic houses.

A Depiction of Gender Role in the Movie of Incredibles 2 (2018)

The research aims to figure out the gender roles which are used to look at how the film constructs and upholds gender roles. The qualitative method is used to analyze the data in which the primary data are taken from Brad Bird’s Incredibles 2 (2018). Additionally, the researcher used gender roles and cinematography theory to look at how gender is a performance and also to gain a result that gender roles are changing overtimes. The use of Judith Butler’s theory of performativity is to show that the portrayal of gender roles in the movie is slightly different from social construction. Butler’s notion of performativity refers to an act of performance that an individual is doing repeatedly as described in Incredibles 2 (2018) where Bob and Helen do the gender role reversal and share the same responsibilities in the family. Bob is previously shown as the breadwinner of the family and the main earner while Helen is a full-time stay-at-home mother who takes care of the children and the house. Since they no longer hold the traditional gender role; therefore, the movie demonstrates how they start to swap gender assigned tasks. Accordingly, the gender roles are showcased as Bob is being the househusband and the caretaker of the family while Helen is a working woman.

Comparative Analysis of Mathematics Textbooks for the 5th Graders from a Perspective of Gender

Fifth graders as young adolescents are recognisable by training their abilities to think critically and questioning gender roles. It is known that any representation of gender in purely traditional roles shapes students’ minds and influences their understanding of their abilities and interests. Therefore, their learning environment must be suited for students‘ growth as intellectuals. Textbooks, being one of the most popular tools between teaching materials, are responsible for the righteous portrayal of gender roles. The object of this study was to evaluate mathematics textbooks for the fifth graders using comparative analysis. For this research, four textbooks for fifth graders were chosen to be evaluated based on their usage in schools. Mixed methodology content analysis was performed together with evaluation analysis that was based on content analysis findings. For research purposes, the author‘s evaluation matrix was created. This research showed results determining the stereotypical portrayals of gender roles in all examined teaching materials. The portrayal of gender mostly dominated in traditional roles, almost in all categories was domination by males, except for traditionally ‘feminine’ household activities, also in some cases, there was a devaluation of women’s logical skills. It showed that the portrayal of man’s gender had superiority over the woman’s gender.

“I Want to be a Leader, But Men Are Better Than Women in Leadership Positions”

Abstract This research paper investigates female perceptions of female leadership in the United Arab Emirates (UAE), where, particularly recently, state feminism has supported women’s occupation of leadership positions. It thus explores how state feminism’s portrayal of the ideal woman in leadership has impacted Emirati women’s perceptions of female leaders. A survey comprising 350 female Emirati students was undertaken, and results were supported by interviews. Findings suggest that although 93 percent of respondents “wanted to” or “probably wanted to” be leaders, they nevertheless endorsed “sexist” stereotypes and legitimizing myths. These contradictions are due, most likely, to ambivalent messages disseminated by the state and by society at large about female leaders. This research postulates that, while women have gained more agency in the public sphere through occupying leadership positions, their own perceptions and portrayals of acceptable gender roles are complex and ambivalent.

Effects of Nonstereotyped Occupational Gender Role Portrayal in Advertising

ABSTRACT Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects. Tentative findings from the advertising industry and some recent research suggest that other types of nonstereotyped gender-role portrayals in advertising can have a number of positive effects. This article corroborates these findings in three empirical studies that demonstrate the positive brand-related and social effects of nonstereotyped occupational gender-role portrayals in advertising on respondents, regardless of their gender. The findings also reveal that the positive effects of nonstereotyped occupational gender-role portrayals can be explained by signaling mechanisms. This article thus contributes to the literature on stereotyped gender-role portrayals as well as to the wider application of signaling theory and the growing research interest in how social and brand-related effects are connected.

The Powerful Male Hero: A Content Analysis of Gender Representation in Posters for Children’s Animated Movies

Findings across a wide body of research suggest that media targeted at young audiences often portray characters according to stereotypical gender roles. Childhood is a particularly sensitive time in gender identity development, and logic from social cognitive theory suggests that repeatedly observing these stereotypes can have a lasting influence on young audiences’ worldview. Building on previous research investigating gender role displays in film content, and with the expectation that content creators use movie posters to convey a one-shot summary of films to audiences, we conducted a content analysis on the gendered power depictions of the main characters in movie posters of 152 popular U.S. animated children’s feature films produced over the last 80 years. Findings revealed that main characters were more likely to be male and that males were portrayed as more powerful. These results add to a growing, yet substantial, body of research illustrating the prevalence of stereotypical gender role portrayals across virtually every popular medium with which children come into contact. We discuss our results’ implications for potential short-term and long-term effects of exposure to films’ gender role stereotypes on young viewers’ real-life gender role expectations.

Love Island and Relationship Education.

The rise of reality TV programmes focussing on relationships and the search for “love” has focussed media attention on the portrayal of healthy relationships, gender roles, and intimate partner abuse (IPVA). Love Island, a UK reality TV programme, was watched in 2019 by over 3 million viewers, a majority of whom are young women aged 16–34, though a younger teenage demographic also watch. Many of these younger viewers may be learning about what healthy relationships are like, and entering their first romantic relationships. Contestant's behavior on Love Island prompted Women's Aid to issue a statement speaking out against unhealthy behaviors in relationships—especially “gaslighting,” a form of emotional abuse that makes someone question their own feelings, memories, and version of reality. Based on our experience of running a relationship education program in 24 schools, as part of the Tender national partnership and our research with young people on their perceptions of Love Island, the paper will examine the role reality TV programmes play in young people's understandings of healthy relationships. It argues representations of relationships on Love Island are framed within normative heterosexuality, and enables the normalization of emotional abuse. However, we also argue that these programmes can be a catalyst for discussion amongst young people and open up spaces, especially online, to challenge dominant constructions of relationships. It also makes recommendations for education policy and practice around relationship and sex education in schools.

Portrayals of Gender Roles in Everybody Loves Raymond

This study overviews how gender roles are portrayed in American sitcoms with Everybody Loves Raymond as the primary example. This show explicitly demonstrates how the views of society concerning acceptable behavioral characteristics of both men and women have changed. It also illustrates how redefined aspects of gender roles are combined together with aspects of enduring traditional roles via the dynamics of Barone family. With consideration of content and context, discourse/text analysis for selected episodes is conducted to disclose how these aspects (old and new) juxtapose each other. The manner of communication among characters and the storylines are also investigated to profile genders and their subsequent relationships.

Gender role portrayals in television advertisements: Do channel characteristics matter?

Abstract In the present study we investigated the role of channel characteristics with regard to gender role portrayals in television advertisements. Drawing on cultivation theory and social cognitive theory, we investigated six key variables in this line of research. We sampled a total of N = 1022 advertisements from four Austrian television channels: a public service channel, a commercial channel, and one commercial special interest channel for men and for women, respectively. Our results replicate well-known stereotypic gender role portrayals prevalent in television advertisements. The public service channel and the private channel did not differentiate from each other with regards to gender stereotyping. We found that a channel with a female target group aired advertisements containing the same or even amplified stereotypes compared to a male channel. The potential negative effects of stereotypic gender role portrayals in television advertisements are discussed.

The Rise of the Androgynous Princess: Examining Representations of Gender in Prince and Princess Characters of Disney Movies Released 2009–2016

Previous quantitative research examining Disney movies has highlighted that whilst prince characters display largely balanced gender profiles, princesses exhibit biased gender role portrayals—performing mostly feminine characteristics, rarely participating in rescue behavior, and concluding movies in romantic relationships with the prince. However, such research, as well as public commentary, has also suggested that princess characters in movies released across the 2000s and 2010s may have more positive gender role portrayals. This study aimed to test these assertions by utilizing content coding analysis to examine the behavioral characteristics, rescue behavior, and romantic conclusions of prince and princess characters in five iconic Disney films released between 2009 and 2016 (The Princess and the Frog, Tangled, Brave (released under Pixar), Frozen, and Moana). Comparisons were also made with earlier titles to assess historical changes. Results showed that princesses in “2000s to 2010s” movies exhibited an almost equal number of masculine and feminine behaviors, thus demonstrating more egalitarian profiles over time. In contrast, princes appeared to adopt a more feminine behavioral profile in later movies. In addition, characters engaged in equal numbers of rescue behaviors, and princesses were more likely to remain single in “2000s to 2010s” movies. Results therefore suggest that Disney is indeed presenting more diverse, androgynous, balanced characters to viewers, and the theoretical and practical implications for the socialization of young child viewers are discussed.

From the Sleeping Princess to the World-Saving Daughter of the Chief: Examining Young Children’s Perceptions of ‘Old’ versus ‘New’ Disney Princess Characters

Both popular and academic discourse has noted progressive change in the gender role portrayals of much-loved Disney princess characters. However, at present, little is known about children’s recognition of such changes, or of their interpretation of princesses’ gendered behavior. This study therefore asked 131 8–9-year-old UK children to attribute various feminine and masculine characteristics to ‘princesses’ both before and after watching an ‘old’ (Sleeping Beauty) versus ‘new’ (Moana) Disney princess movie. Post-movie they were also asked to attribute these characteristics to the princess characters (Aurora and Moana respectively) and were assessed on their labelling of thirteen popular female characters as ‘princesses’. Results showed that whilst children recognized the largely feminine versus androgynous gendered profiles of Aurora versus Moana respectively, viewing a ‘newer’ Disney movie did not change their perception of ‘princesses’ more broadly. Moreover, a large proportion of children did not identify Moana as a princess at all. Results therefore simultaneously complicate and enhance the current discussion regarding the influence of gender role models, particularly those within the Disney franchise, on the development of gender knowledge and identity in young children.

Gender stereotypes in Greek computer science school textbooks

The formation of stereotypes and prejudices at an early age decisively contributes to gender discrimination, with a direct effect on accentuating inequalities between women and men throughout their entire life. As school textbooks are the main means of instruction, gender role portrayals in these teaching materials affect how learners think, feel, and behave regarding the two genders. The present study performs a qualitative study using content analysis to identify the elements of sexism and gender role stereotyping in a selected group of textbooks, which are used by teachers and students for computer science instruction in the three grades of general lyceum in Greece. Each textbook was carefully examined for the stereotypical presentation of gender roles of men and women. The findings show that the three textbooks, to a greater or lesser extent, perpetuate stereotyped prejudices regarding gender roles in relation to the new technologies.

Gender stereotypes in Greek computer science school textbooks

The formation of stereotypes and prejudices at an early age decisively contributes to gender discrimination, with a direct effect on accentuating inequalities between women and men throughout their entire life. As school textbooks are the main means of instruction, gender role portrayals in these teaching materials affect how learners think, feel, and behave regarding the two genders. The present study performs a qualitative study using content analysis to identify the elements of sexism and gender role stereotyping in a selected group of textbooks, which are used by teachers and students for computer science instruction in the three grades of general lyceum in Greece. Each textbook was carefully examined for the stereotypical presentation of gender roles of men and women. The findings show that the three textbooks, to a greater or lesser extent, perpetuate stereotyped prejudices regarding gender roles in relation to the new technologies.

THE STUDY OF FEMINISM IN SELECTED WORKS OF SHOBHA DE

Feminism relates to the belief that women should have the same the same social, economic and political rights. It questions the preconceived assumption about the roles that men and women should have in life, as they mostly work to the advantage of men over women. Feminism brings to scrutiny the portrayals of gender roles, which tend to impose social norms, customs, connections, laws and expectations on the grounds of gender discrimination .It can be considered as a movement which is fought against women oppression under patriarchy. It recognizes that having pleasure is central part of life and does not discourage woman who enjoys it without any sense of guilt or regret. Although it started as a mere ‘consciousness’, has now assumed a more emphatic voice. The new brave woman embraces beauty and power of sex to achieve present goals. They talk of freedom in sex as a human right; make all efforts to look glamorous and attractive, different from the traditional women. Many Indian writers in English have talked of this freedom and its manifestations. They present the issues regarding women in such a way that they lay bare the inner landscape of a woman’s intimate experience that testifies her existence. It is through various other female characters that some significant issues pertaining gender bias, marriage, displacement, male-dominance and marginalization, will be resolved in the present article. The study seeks to explore and explicate the overall images of women and their lifestyle, from the Indian point of view. The emphasis is on the new emerging woman of modern cosmopolitan India, who is no more a puppet in the hands of a man.

Cross-Cultural Advertising Execution Style: Past Trends and Future Directions

Objectives: To provide a comprehensive review of cross-cultural advertising content literature and synthesize the conclusions of research studies of cross-cultural execution styles of advertising in past years, namely during 1988-2003 period. Methods/Statistical Analysis: Sixty articles covering comparison of more than 30 countries are collected and analyzed from 18 business leading journals. The study focusses on the four most studied ad dimensions: level of information, emotional/rational appeal typology, elements of advertising appeal, and gender role portrayal. The results of past research on the ad execution styles differences between countries are conformed; with some of opposite conclusions. Findings: Results show that the ads content across countries are significantly different in the level of information, emotional/rational, and advertising appeal dimensions; and often similar with regards to gender role portrayal dimension. Cross-cultural execution styles of advertising on the three dimensions found to be generally different due to the cultural differences; these differences, however, are moderated by other factors such as product type and the lack of a uniform theoretical model for measuring cultural values across countries. Application/Improvements: A qualitative emic approach should be developed to enable establishing data equivalence, and similar sampling frames and methods in all cultural groups.

The coverage of female athletes at London 2012 summer games in Turkish sports media

Female athletes and women’s sports were disregarded or ignored by the media in many countries including Turkey. The purpose of this research was to analyze the gender role portrayals of female athletes in the Turkish news media. A content analysis was conducted in 1001 articles covering the 2012 London Olympic and Paralympic Games by two Turkish sports newspapers, Fanatik and Fotomaç. Findings revealed that Turkish sports media favoured male athletes in general, in terms of number of articles devoted to them. Female athletes were depicted as mostly participating in individual sports, both in the Olympic Games and Paralympic Games (71.6% and 95.2%, respectively). Athletic achievement was mostly covered in the content of articles (n=575). While athletes participating in the Olympic Games were depicted as active in articles for both genders, athletes participating in the Paralympic Games were depicted as passive.

News Narratives About the HPV Vaccine for Adolescent Males

The goal of this research was to examine portrayals of gender roles and expectations related to the human papillomavirus (HPV) vaccine for men and boys in U.S. newspapers within the theoretical framework of feminist theory, feminist media theory, hegemonic masculinity, and heteronormativity. Since the HPV vaccine was approved for girls in women in 2006, research has been conducted examining media portrayals of the HPV vaccine for girls and women, but little has been written about how the news has treated the subject for men and boys. This research examined print newspaper articles between 2011, when the U.S. Advisory Council on Immunizations Practices (ACIP) first recommended the HPV vaccine for routine vaccination in boys and men ages 9 to 21 in addition to women and girls 9 to 26, through to June 2016, after the ACIP expanded its recommendation to also include men ages 21 to 26, to examine how the news on the vaccine portrayed gender roles and expectations. During this thematic textual analysis of 124 articles, several important themes were uncovered. Overall, boys and men are still treated as an afterthought to the discussion on HPV and the HPV vaccine, with much of the discussion still focused on cervical cancer. Other themes include an increased focus on oral cancer (12.9 percent of articles), acceptance of riskier sexual behavior for men (4 percent), vaccine mandate focused on civil liberties (4 percent), overlooking side effects of the HPV vaccine on men and boys (25.8 percent), and the idea that men should receive the HPV vaccine as a way to protect their female partners (3.2 percent). There also remains a heteronormative emphasis in the newspaper portrayals with only 4.8 percent of articles mentioning that men who have sex with men (MSM) are at significantly higher risk of developing some HPV-related cancers.