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Gender portrayals and the gender of nations: an extended study in Asian cultures

Title
Gender portrayals and the gender of nations: an extended study in Asian cultures
Author
문영숙
Keywords
Female Character; Television Commercial; Gender Role Stereotyping; Korean Sample; Relationship Role
Issue Date
2006-07
Publisher
International Conference of research in Advertising
Citation
2006 International Advertising and Communication, Page. 343-357
Abstract
This study examined gender portrayal in a sample of 780 television commercials broadcast in prime time programs in Korea and Hong Kong using content analysis. Cultural differences between Korea and Hong Kong suggest hypotheses about the gender portrayal in advertising. Literature suggests that Korean culture differs from Hong Kong culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two societies provide a valid test of theory. The results of the study showed significant differences between the two countries in terms of product profile, presence of central characters, voice-over, setting and reward type. Contrary to expectations from Hofstede’s framework, greater sex-role differences are reflected in occupation and credibility in Korea, a feminine society, not in Hong Kong, a masculine society. The study confirms that the difference on the masculinity dimension is not able to elucidate all differences in gender role portrayals in television advertising, thus, the concept of ‘gender of nations’ needs further examination.
URI
https://link.springer.com/chapter/10.1007/3-8350-5702-2_18http://repository.hanyang.ac.kr/handle/20.500.11754/108295
ISBN
978-3-8350-0455-9
DOI
10.1007/3-8350-5702-2_18
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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