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Coltrane, Scott; Messineo, Melinda

doi:10.1023/a:1007046204478

Cited by 174 publications

(40 citation statements)

References 39 publications

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“…This finding has similarly emerged in other research (e.g., Coltrane and Messineo 2000;Milner 2007). An analogous argument could be made for the finding that males and females were represented proportionally more frequently as of upper than lower/working social class.…”

Section: Discussionsupporting

confidence: 88%

“…It has been observed that media tends to represent physical features, which are typically associated with White women, as more attractive than those of Black women (e.g., Reddick-Morgan 2004, Europe/United States; Rich and Cash 1993, n = 750, United States). As noted above, Coltrane and Messineo's (2000) content analysis of television advertising goes so far as to suggest that whilst White women are represented as sex objects, Black women are represented as inconsequential. The unexpected result that females were represented significantly more frequently as members of the White population group, and less frequently as members of the Black population group, than males (H8) may underscore the extent to which the intersection of gender and race is central to women's sexualisation.…”

Section: Discussionmentioning

confidence: 99%

“…Coltrane and Messineo (2000) provide an unusual example in two respects. Firstly, the authors describe how gender and race are constructed by television advertising, thus adopting a social constructionist as opposed to a gender role theoretical perspective, but also explore how these social constructs intersect.…”

Section: Introductionmentioning

confidence: 99%

“…Studies have consistently demon-strated significant gender differences in the portrayal of primary visual actors (Furnham and Spencer-Bowdage 2002). Coding units commonly used in these studies have similarly been included in this paper [i.e., actors (e.g., Furnham and Bitar 1993;Kim and Lowry 2005); age (e.g., Furnham and Skae 1997, n = 162, United Kingdom;Furnham and Chan 2003, n = 154, Hong Kong); narrator (e.g., , n = 134, United States/United Kingdom; Lee 2004, n = 92, Singapore); products (e.g., Furnham and Farragher 2000, n = 351, New Zealand/ United Kingdom;Milner 2007, n = 55, South Africa); race (e.g., Coltrane and Messineo 2000;Furnham and Spencer-Bowdage 2002); and setting (e.g., Furnham et al 2000, n = 294, Hong Kong/Indonesia;Milner 2005)]. Furnham and Spencer-Bowdage (2002) have conducted one of the few studies undertaken in Africa.…”

Section: Introductionmentioning

confidence: 99%

“…Lastly, few studies have considered how gender repre-sentations in media intersect with other social constructs, such as race (Coltrane and Messineo 2000). Coltrane and Messineo (2000) provide an unusual example in two respects.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Representation of Gender in South African Television Advertising: A Content Analysis

Luyt

2011

Sex Roles

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This paper examines how gender is represented in South African television advertising. It provides a foundation upon which changes in representation over time may be mapped; contributes toward a cross-national literature that considers differences in representation; and tentatively examines how representations intersect with other key social categories. A sample of 5,803 advertise-ments was collected during 2003 that included 1,633 primary visual actors and 2,350 narrators. These were analysed by means of content analysis. A coding scheme was developed that was partly based on existing research, including McArthur and Resko's (1975) influential study, but also research within non-Western contexts. Content categories included attributes of the primary visual actor (i.e., age; portrayal; race; and social class) as well as advertisement attributes (i.e., actors; primary narrator; products; and setting). Hypotheses predicted that males and females would be represented differently in television advertisements and that these differences would reflect traditional hierarchical relations in society. Findings largely supported these hypotheses. Males were represented as dominant. They were of primary focus; appeared most frequently within the socially valued public-work arena; and were represented as occupying positions of greater social authority. Females were represented as subordinate. They were of secondary focus; appeared most frequently within the socially undervalued private-domestic arena; and were most often represented as occupying positions of social subordination. This subordination was reinforced through findings that imply their sexualisation. Interesting patterns also emerged in findings indicating possible change in representations of gender. The implications of findings are discussed and suggestions for future research are made.

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Section: Discussionsupporting

confidence: 88%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%