A content analysis of male roles in television advertising: Do traditional roles still hold?

Fowler, Kendra; Thomas, Veronica L.

doi:10.1080/13527266.2013.775178

Cited by 38 publications

(29 citation statements)

References 67 publications

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“…In the most recent content analysis of U.S. primetime television, women characters were coded as significantly more "family oriented" than men characters (Sink & Mastro, 2017). In television commercials across multiple genres, depictions of men engaged in parenting and other domestic responsibilities have been found to be infrequent (Fowler & Thomas, 2015;Verhellen, Dens, & de Pelsmacker, 2016) and, when present, often depicted negatively (Scharrer, Kim, Lin, & Liu, 2006). Prieler (2016) found that women appeared in the home more often than men in both English and Spanish-language commercials in the United States, and Content analyses indicate that character attributes portrayed on television fit many aspects of traditional masculinity outlined by Levant and colleagues (2007), as well.…”

Section: Television and Masculinity: General Patternsmentioning

confidence: 99%

Cultivating Conceptions of Masculinity: Television and Perceptions of Masculine Gender Role Norms

Scharrer

Blackburn

2017

Mass Communication and Society

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The potential of television to both reflect and shape cultural understandings of gender roles has long been the subject of social scientific inquiry. The present study employed survey methodology with 420 emerging adult respondents (aged 18 to 25) in a national U.S. sample to explore associations between amount of time spent viewing television and views about "ideal" masculine gender roles. The viewing of particular television genres was explored in addition to (and controlling for) overall amount of time spent with the medium, using cultivation theory as the theoretical foundation. Results showed significant statistical associations between viewing sitcoms, police and detective programs, sports, and reality television and scores on the Masculine Roles Norms Inventory-Revised scale. Biological sex of respondent (which very closely approximated gender identity in the sample) moderated a number of these relationships, with positive associations between viewing some genres and endorsement of traditional masculine gender roles stronger for biological male compared to biological female respondents.

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Section: Television and Masculinity: General Patternsmentioning

confidence: 99%

Cultivating Conceptions of Masculinity: Television and Perceptions of Masculine Gender Role Norms

Scharrer

Blackburn

2017

Mass Communication and Society

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“…Plenty of research has targeted the ways in which stereotypical gender roles and ways of visualising masculinity and femininity are used to address audiences and articulate messages and meanings to contemporary consumers (e.g. Chelsea P. Butkowski and Atsushi Tajima 2017;Kendra Fowler and Veronica Thomas 2015;Jonathan Schroeder and Detlev Zwick 2007). When it comes to gender in gambling ads, Emily G. Deans, Emily G. Deans, et al 2016 find that Australian sports wagering ads are clearly targeted towards young men.…”

Section: Research On Gambling Advertising Regulations Gender and Ethnicitymentioning

confidence: 99%

“Moderate” gendering in Swedish gambling advertisements

Kroon

2021

Feminist Media Studies

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This study brings together an interest in contemporary gambling advertising, national regulatory impacts on such advertising, and the ways in which gender, in combination with ethnicity, operate in such advertising. The paper's aim is to explore the interplay between state and self-regulations of gambling advertising and the concrete design of these advertisements in Sweden. More to the point, it explores how the "moderation" regulation in the Swedish Gambling Act (from 2019), as well as industry principles of non-stereotypical gender advertising, impact on the ways in which gambling ads are multimodally designed and organized. The results show that women are explicitly targeted by using both masculine and feminine semiotic strategies, albeit in a "moderate" way. The male market is addressed using stereotypically masculine framings, but without aggressively masculine or macho-like codes. The analysis further exposes that current regulations only partly cover other potential problems in ad design such as ethnic stereotyping. It is argued that the law's demand for moderation in advertising may backfire as a strategy to protect people from the harmful effects of gambling. This because it promotes moderate narratives and moderate gender representations that mimic ordinary practices, settings and lifestyles that appear highly normalised (and thus risk-free).

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“…This article specifically focuses on a single categorical POC representation in Swedish TV commercials; however, the authors are aware of the range of intersectional effects of representation. For example, studies show that women are significantly under-employed as lead presenters (Peruta and Powers 2017;Fowler and Thomas 2015;Martinez et al 2012) and that race, gender and age form an intersectional marginalisation in representation in advertisements (Gopaldas and Siebert 2018;Persaud et al 2018).…”

Section: The Representation Of Racial and Ethnic Diversity In Commercmentioning

confidence: 99%

Who Is Marketised in Colour-Blind Sweden? Racial and Ethnic Representation in Swedish Commercials 2008–2017

Törngren

Ulver

2020

Genealogy

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From a social equality representation perspective, advertising should ideally mirror the multicultural composition at the national market, because mass-mediated identity representations may act as cultural resources for those with marginalised identities. To investigate the observance to such an ideal in a context where the ethnic and racial composition of the population saw a rapid change, this article examines 676 Swedish TV commercials in over the period 2008–2017, and analyses the representation of non-White persons of colour (POC). Through this quantitative and qualitative examination, we find that POC are indeed visible in the commercials, but predominantly in the background or playing minor roles. With the, at times, unproportionally high representation of racial and ethnic diversity in Swedish advertising, we find significant tokenism, or in other words, the structurally ineffectual approach common in market-based multiculturalism.

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A content analysis of male roles in television advertising: Do traditional roles still hold?

Cited by 38 publications

References 67 publications

Cultivating Conceptions of Masculinity: Television and Perceptions of Masculine Gender Role Norms

Cultivating Conceptions of Masculinity: Television and Perceptions of Masculine Gender Role Norms

“Moderate” gendering in Swedish gambling advertisements

Who Is Marketised in Colour-Blind Sweden? Racial and Ethnic Representation in Swedish Commercials 2008–2017

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