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1.
《广播与电子媒介杂志》2013,57(4):638-647
Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions. 相似文献
2.
《广播与电子媒介杂志》2013,57(3):484-500
Using situation comedies and dramas airing on the 6 broadcast networks in the 2002-2003 prime-time season, this study analyzed employment of women behind the scenes and more equitable portrayals of female and male characters. In 78 separate tests, the employment of one or more women writers, creators, or executive producers was associated with reduced on-screen gender differences in leadership, occupational power, and goal-seeking behavior, when compared to programs with all-male writers, creators, and executive producers. In 5 of 9 tests, no statistically significant gender differences regarding leadership, occupational power, and goal-seeking behavior were found when women were present behind the scenes. 相似文献
3.
Using a sample of 129 situation comedies, dramas, and reality programs airing during the 2004–05 prime-time season on the broadcast networks, this study examined the relationship between the gender of storytellers and on-screen portrayals of conflict resolution. The study found that the employment of at least one woman storyteller was related to the more equitable use of conflict resolution strategies and more “civilized” conflict resolution strategies among characters. 相似文献
4.
Wanhsiu Sunny Tsai 《亚洲交流杂志》2013,23(4):423-439
This study examines how Taiwanese commercials represent women and men, particularly men, in the family context as spouses and parents. A content analysis of prime-time commercials indicates that advertising representations of gender roles have made only slight and slow progress. Men are much less likely than women to be shown doing housework and taking care of children. When men are shown as nurturant fathers, their involvements with children are limited to playing with offspring. 相似文献
5.
《Journal of Radio & Audio Media》2013,20(1):131-132
Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Using content analysis, gender role stereotyping in radio commercials was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping in Portuguese radio advertising; (2) compare levels of stereotyping in three countries. One hundred and sixty six advertisements were content analyzed into nine categories referring to the central figure, credibility, role, location, argument, reward, product, accent, and narrator. As previously found, male and female characters were portrayed in different ways particularly on credibility (males as authorities, females as users), role (males as celebrities/narrator, females as dependent), location (males in occupational setting more than females), and narrators (females as characters more than males). The patterns of bias in Portuguese radio commercials are consistent with, though less marked than, those in television commercials. Concerning the cross- national analysis, results showed more similarities than differences. 相似文献
6.
Racial and ethnic relations in America are a form of social interaction about which changing perceptions could have important consequences. Current research examining the nature of discrete social interaction situations in entertainment content on television is lacking. This study was conducted with the objective of obtaining an updated account of the state of interpersonal interaction portrayals between characters of different racial/ethnic backgrounds in popular prime time programs on broadcast television. Specifically, we analyzed prime-time television program content on 4 major U.S. broadcast networks. Findings are interpreted via a media priming framework. 相似文献
7.
This content analysis of 15 Arabic and 3 Turkish drama serials on transnational Arab television examined the gender portrayals of characters. The analysis of 743 characters found that women were underrepresented, less likely to have recognizable jobs, and more likely than men to be portrayed in sex-typed occupations, activities, and settings. The analysis also revealed that programs with female writers were significantly less gender stereotypical. Moreover, differences were found among the producing Arab countries in terms of the portrayals of women; conservative countries had more sex-typed portrayals than the more liberal Arab countries, whereas Turkish programs had similar portrayals to Arabic programs produced in the liberal Arab states. The general findings are discussed in comparison to U.S. programming, and in relation to selective exposure, identification with characters, and potential effects on Arab viewers' gender role beliefs. 相似文献
8.
This study tested the hypotheses that shyness is under‐represented in television advertising and that among shy characters, women and children are over‐represented. Network commercials were content‐analyzed for their characterizations of inhibited behaviors. Results indicated that shyness was rarely exhibited and, within the shy portrayals, men and children were more likely to be depicted as shy. 相似文献
9.
This study examined gender portrayal in a sample of 345 television commercials broadcast during children's programmes in Hong Kong and Korea using content analysis. Literature suggests that Hong Kong culture differs from Korean culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two countries provide a valid test of theory, and suggest hypotheses about the gender portrayal in children's advertising. The results of the study showed, contrary to expectations from Hofstede's framework, that the gender portrayal of central characters and the level of gender stereotyping in Hong Kong commercials was similar to those of Korean commercials. Possible explanations include the emerging homogeneous youth market using a standardized advertising strategy, and the rising concern for women's rights in Korea. 相似文献
10.
Using a sample of 124 prime-time television programs airing on the 6 broadcast networks during the 2005–06 season, this study examined the social roles enacted by female and male characters. The findings confirm that female characters continue to inhabit interpersonal roles involved with romance, family, and friends. In contrast, male characters are more likely to enact work-related roles. Moreover, programs employing one or more women writers or creators are more likely to feature both female and male characters in interpersonal roles whereas programs employing all-male writers and creators are more likely to feature both female and male characters in work roles. 相似文献
11.
To document current portrayals of women and men on primetime television, a quantitative content analysis was conducted. A 1-week composite of primetime television programming across 9 broadcast and cable networks was randomly sampled, yielding 89 programs and 1,254 characters. Consistent with prior findings, women were significantly underrepresented on primetime TV when compared with men. Analyses examined representations of gender in the realms of occupation, aggression, sexualization, and stereotypically masculine and feminine attributes, with comparisons drawn across different age groups. Contrary to popular belief, these findings suggest that the current state of primetime television does not represent a “golden age” for women. Although it appears that some gender stereotypes have declined when compared to previous decades, others (e.g., dominant men, sexually provocative women) have persisted. Implications are discussed in terms of cultivation and social cognitive theories. 相似文献
12.
《Mass Communication and Society》2013,16(1):23-38
An overwhelming number of American adults have negative impressions of teenagers. Mass media may play a role in these impressions. This article describes results from a content analytic study of images of teenagers in recent popular films aimed at discerning how they are typically depicted. This study inquired about portrayals of teens' behaviors, motivations, and relationships with their parents. The results indicate that modern Hollywood films featuring youth promote an image of teenagers as self-absorbed, violent, disconnected from parents, and disengaged from civic life. Racial and gender stereotyping of teen characters is also evident. Altogether, the image of teens constructed by recent, popular films likely reinforces adults' negative views and possibly works to distance adults from teens. 相似文献
13.
In this study, we investigate differences in occupational status between women and men, and between ethnic minority and majority members, by means of a content analysis of Belgian prime-time television in 2013. We evaluate the accuracy of these television portrayals using interreality comparison strategies. Results indicate that although in television content women obtain higher average scores for occupational status than men, this is mainly due to the underrepresentation of women in low-status occupations. Although previous studies focused on the absence of women in high-status jobs, this analysis shows for the first time that women are also absent in low-status manual and industrial jobs. Ethnic minorities have lower average scores for occupational status. Moreover, interaction terms made clear that this especially holds for female ethnic minorities, suggesting that mechanisms of intersectionality are at play. In general, the labor world as portrayed on television diverges strongly from the real labor world. 相似文献
14.
This study analyzes portrayals of female and male superheroes in children's cartoons. Specifically, this study investigated whether or not animated superheroes were portrayed in gender-role stereotypical ways. Coders analyzed 70 characters from 160 hours of recorded programming. Surprisingly, the researchers found few instances of traditional gender-role stereotyping. However, a trend toward defining “superheroics” in strictly traditional masculine terms was noted. Various media theories are used to discuss the potential effects of these portrayals. 相似文献
15.
Using branding theory and a content analysis of the visual components of male and female professional athlete Facebook profile photos, this study suggests that hegemonic gender portrayals persist in visual representations of athletes. Female athletes were more likely to pose for photos and smile while male athletes were more likely to look away from the camera and be in motion. Athletes most often were visually represented in their uniforms, while sexualized visual portrayals of athletes of either gender were not affirmed in this study. 相似文献
16.
Maintenance behaviors play an important role in sustaining relational states, especially within committed romantic relationships. Limited research, however, has considered media portrayals of these behaviors. From the framework of social cognitive theory, this content analysis examined relational maintenance behaviors portrayed by committed romantic couples (heterosexual, gay, and lesbian) on prime-time network television. The frequency of maintenance behaviors (positivity, understanding, self-disclosure, assurances, relationships talks, tasks, and networks) varied by type, valence, program genre, and couple type (married/civil union or cohabitating). Results indicated that comedies featured more frequent relationship maintenance behaviors than dramas. In addition, comedies exhibited more frequent negative maintenance behaviors than dramas. Differences also existed between couple regarding the types of maintenance behavior exhibited. No sex differences in maintenance behaviors were observed between male and female characters. 相似文献
17.
《Mass Communication and Society》2013,16(4):429-452
This study examines the frequency and types of offensive language spoken on prime-time television in 2001, particularly on programs rated acceptable for children and teenagers, and the use of profane language by characters under the age of 21. The findings are compared to similar studies conducted in 1990, 1994, and 1997 to determine whether the use of profanity by child and young adult characters has increased over an 11-year period. Age and content warnings inadequately protect children from profanity. TV-PG programs contain as much off-color language as TV-14 programs, and more coarse language could be found in programs not given an L warning. Further, the earliest hour of prime time, when children are more likely to be viewing, contains significantly more instances of profanity than the time period of 10 to 11 p.m. However, characters under the age of 21 rarely utter profane words, and they are just as infrequently spoken to with such language. 相似文献
18.
《广播与电子媒介杂志》2013,57(2):216-235
This study explores the question of whether lesbian or gay characters can be included long-term in daytime soap operas, a television genre historically predicated on the celebration of heterosexual romance. While daytime is typically ahead of prime-time in exploring controversial issues, its representation of gay and lesbian characters lags far behind prime-time comedies and dramas. The focus of investigation is the Bianca Montgomery storyline currently airing on All My Children (ABC). Through textual analysis and analysis of interviews with daytime journalists and other industry insiders, this article explores the risks and challenges of representing homosexuality on the soaps. 相似文献
19.
The popularity of Spanish-language television in the United States has been increasing rapidly, yet little is known about the images viewers are likely to encounter when exposed to this content. As such, the present study investigates the representation of men and women in the 2004 prime-time, Spanish-language television season. Social identity theory provides a framework for understanding the potential influence of exposure to these depictions. Most notably, wealthy women were characterized as the slimmest, most provocatively dressed, and most submissive characters on Spanish-language television, whereas wealthy men were the heaviest, most conservatively dressed, and most dominant figures in prime time. 相似文献
20.
《Mass Communication and Society》2013,16(2):207-228
This study examined the visibility, status, and roles assigned to major U.S. racial groups in commercials broadcast during children's programming on 8 stations over 1 weekday and 1 weekend day (N = 1,487). Although the proportion of Whites and African Americans surpassed their actual percentages, Asians, Latinos, and Native Americans were dramatically underrepresented. The visibility of racial minorities was further diminished by their segregation into commercials for a limited group of products. When commercials showed racial minorities, they tended to cast them in stereotypical, lower prestige roles. Commercials privileged Whites by showing them in every type of commercial and role. Whites were the only characters in high-status roles and, in comparison to racial minorities, were significantly more likely to be spokespeople, initiators of action, and problem solvers. This asymmetry reveals that modest improvements in the demographics of child-targeted commercials are insignificant when weighed against the racial bias evident in the depiction of social power. 相似文献