NDLI: Gender Representation in Philippine Television Advertisements

Content Provider	Springer Nature Link
Author	Prieler, Michael Cente, Dave
Copyright Year	2013
Abstract	This study analyzed 254 unduplicated primetime Philippine television advertisements from 2010 for differences in gender representation. Two coders independently coded the entire sample and achieved an intercoder reliability of greater than .700 for each reported variable. The findings are based on chi-square analyses and indicate a high prevalence of gender differences and stereotypes in Philippine television advertisements. For example, more males were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home (45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with gender. The only exception to these traditional, stereotypical gender portrayals was the predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %). Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing Philippine television advertisements, this study intends to close a gap in the still under-researched area of gender representation in developing countries, which could provide a more complete picture of this topic from an international perspective. The similarities and differences between this research and previous studies on this topic in developing and developed countries are examined. The possible effects of such representation on audiences are discussed based on social cognitive theory and cultivation theory.
Starting Page	276
Ending Page	288
Page Count	13
File Format	PDF
ISSN	03600025
Journal	Sex Roles
Volume Number	69
Issue Number	5-6
e-ISSN	15732762
Language	English
Publisher	Springer US
Publisher Date	2013-07-13
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Philippines Television advertising Gender stereotypes Representation Content analysis Gender Studies Sociology Medicine/Public Health
Content Type	Text
Resource Type	Article
Subject	Gender Studies Developmental and Educational Psychology Social Psychology

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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