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Gender stereotyping in television advertisements: a case of Austrian state television
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Using content coding analysis, the current study examines sex-role portrayals in Austrian television advertisements. 129 Austrian advertisements were recorded in May 2005, and subsequently analyzed by employing established coding categories. The findings indicate that gender stereotypes in Austrian television advertisements exist in some aspects. For instance, women are underrepresented both as central characters and narrating voiceovers. Men, on the other hand, often play a dominant role and promote masculine products. However, this study also presents results that go against the grain to traditional gender stereotyping, as males and females are found to be equally represented in dependent roles, as well as in occupational and domestic settings.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, sex-roles, gender stereotypes, television advertisements, Austria
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-45390ISRN: LTU-CUPP--07/236--SELocal ID: 314309d2-5369-4496-a89e-96ded914b4d3OAI: diva2:1018680
Subject / course
Student thesis, at least 15 credits
Educational program
Industrial Marketing, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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