Content analysis of shyness portrayals in television advertising |
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| Authors: | Melanie Booth‐Butterfield Rhonda D Duppstadt |
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| Institution: | West Virginia University , |
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| Abstract: | 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. |
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| Keywords: | Hyperlinks Motivations Reciprocity SNS Twitter |
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