| Title |
Gender-Role Portrayals in Television Advertising Across the Globe
|
|---|---|
| Published in |
Sex Roles, April 2016
|
| DOI | 10.1007/s11199-016-0617-y |
| Pubmed ID | |
| Authors |
Jörg Matthes, Michael Prieler, Karoline Adam |
| Abstract |
Although there are numerous studies on gender-role portrayals in television advertising, comparative designs are clearly lacking. With content analytical data from a total of 13 Asian, American, and European countries, we study the stereotypical depiction of men and women in television advertisements. Our sample consists of 1755 ads collected in May 2014. Analyzing the gender of the primary character and voiceover, as well as the age, associated product categories, home- or work setting, and the working role of the primary character, we concluded that gender stereotypes in TV advertising can be found around the world. A multilevel model further showed that gender stereotypes were independent of a country's gender indices, including Hofstede's Masculinity Index, GLOBE's Gender Egalitarianism Index, the Gender-related Development Index, the Gender Inequality Index, and the Global Gender Gap Index. These findings suggest that gender stereotyping in television advertising does not depend on the gender equality prevalent in a country. The role of a specific culture in shaping gender stereotypes in television advertising is thus smaller than commonly thought. |
X Demographics
The data shown below were collected from the profiles of 50 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| United States | 5 | 10% |
| Australia | 3 | 6% |
| Spain | 3 | 6% |
| Canada | 2 | 4% |
| United Kingdom | 2 | 4% |
| Singapore | 1 | 2% |
| Colombia | 1 | 2% |
| Brazil | 1 | 2% |
| Cameroon | 1 | 2% |
| Other | 0 | 0% |
| Unknown | 31 | 62% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 44 | 88% |
| Scientists | 2 | 4% |
| Practitioners (doctors, other healthcare professionals) | 2 | 4% |
| Science communicators (journalists, bloggers, editors) | 2 | 4% |
Mendeley readers
The data shown below were compiled from readership statistics for 269 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Unknown | 269 | 100% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Bachelor | 56 | 21% |
| Student > Master | 42 | 16% |
| Student > Ph. D. Student | 22 | 8% |
| Student > Doctoral Student | 15 | 6% |
| Researcher | 14 | 5% |
| Other | 44 | 16% |
| Unknown | 76 | 28% |
| Readers by discipline | Count | As % |
|---|---|---|
| Social Sciences | 59 | 22% |
| Business, Management and Accounting | 37 | 14% |
| Psychology | 27 | 10% |
| Arts and Humanities | 26 | 10% |
| Linguistics | 8 | 3% |
| Other | 31 | 12% |
| Unknown | 81 | 30% |
Attention Score in Context
This research output has an Altmetric Attention Score of 55. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 28 October 2021.
All research outputs
#768,209
of 25,446,666 outputs
Outputs from Sex Roles
#225
of 2,393 outputs
Outputs of similar age
#13,670
of 314,060 outputs
Outputs of similar age from Sex Roles
#8
of 26 outputs
Altmetric has tracked 25,446,666 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 96th percentile: it's in the top 5% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 2,393 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 22.5. This one has done particularly well, scoring higher than 90% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 314,060 tracked outputs that were published within six weeks on either side of this one in any source. This one has done particularly well, scoring higher than 95% of its contemporaries.
We're also able to compare this research output to 26 others from the same source and published within six weeks on either side of this one. This one has gotten more attention than average, scoring higher than 73% of its contemporaries.