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

Autor(en)
Kathrin Karsay, Jörg Matthes, Valerie Fröhlich
Abstrakt

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.

Organisation(en)
Institut für Publizistik- und Kommunikationswissenschaft
Journal
Communications: the European journal of communication research
Band
45
Seiten
28-52
Anzahl der Seiten
25
ISSN
0341-2059
DOI
https://doi.org/10.1515/commun-2019-2055
Publikationsdatum
03-2020
Peer-reviewed
Ja
ÖFOS 2012
508007 Kommunikationswissenschaft
Schlagwörter
ASJC Scopus Sachgebiete
Communication, Arts and Humanities (miscellaneous)
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/gender-role-portrayals-in-television-advertisements-do-channel-characteristics-matter(e22dc719-f097-47ac-974e-38580b1427fb).html