NDLI: The portrayal of women’s images in magazine advertisements: Goffman’s gender analysis revisited

Content Provider	Springer Nature Link
Author	Kang, Mee Eun
Copyright Year	1997
Abstract	The research objective of this paper was to study the specific behaviors mentioned above and determine what gender behavior patterns have been most prevalent in magazine advertisements in 1979 and 1991. In this research, comparisons were made regarding gender displays between the years of 1979 and 1991 with random samples of print advertisements. The basic and essential starting question of this research project is: What messages about women have been given to society through magazine advertisements? This study was intended to be a conceptual replication of Erving Gofian’s study of Gender Advertisements to see how gender images in print advertisements have changed since Goffman’s study. For this research, advertisements were analyzed the gender behavior portrayed, utilizing Goffman’s categories of decoding behavior: relative size, feminine touch, function ranking, ritualization of subordination, and licensed withdrawal. Body display and IndependencelSelf-assertiveness categories were added. Advertisements that featured human subjects were collected from 1979 and 1991 women’s popular magazines. The random sampling procedure resulted in 252 samples in 1979 magazine advertisements and 252 samples in 1991 counterparts. This research showed that few changes have been made in the images of women in magazine advertisements since Goffman’s 1979 study. The findings indicate that the images of women in 1991 advertisements did not significantly change from the images found in 1979 advertisements. However; distribution or dispersion of stereotypical portrayal of women did change. In the categories of licensed withdrawal and body display, the magazine advertisements from 1991 showed more stereotyping of women than those from 1979. Two of Goffman’s categories-Relative Size and Function Ranking-were not prevalent depictions in magazine advertisements.
Starting Page	979
Ending Page	996
Page Count	18
File Format	PDF
ISSN	03600025
Journal	Sex Roles
Volume Number	37
Issue Number	11-12
e-ISSN	15732762
Language	English
Publisher	Springer US
Publisher Date	1997-01-01
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Personality & Social Psychology Sexual Behavior Interdisciplinary Studies Sociology Anthropology
Content Type	Text
Resource Type	Article
Subject	Gender Studies Developmental and Educational Psychology Social Psychology

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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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
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