MALE GENDER STEREOTYPES IN PAKISTANI ADVERTISEMENTS
Journal: PEOPLE: International Journal of Social Sciences (Vol.2, No. 1)Publication Date: 2016-01-01
Authors : Zainab Kamran Mirza;
Page : 1716-1732
Keywords : Gender stereotypes; traditional stereotypes; masculinity; advertising; society;
Abstract
This paper deals with the study of how men are portrayed and perceived in television commercials in electronic media. After reviewing existing literature on gender stereotypes and in advertisements, a research gap has been identified in the field of gender stereotype studies in electronic media: male gender stereotypes and their utilization in advertisements. Hence, this research combines these aspects in an attempt to fill the aforementioned gap. Content analysis is chosen as a method to evaluate male gender stereotypes, if any. The analysis of the study is comprised 60 ads which were further coded for nine distinguished categories and sub-categories. The outcome of this study supports the proposed hypothesis. Stereotypes of male gender roles exist today in our society and dominate the overall portrayal.
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