Gender portrayal in Hong Kong and Korean children's TV commercials: A cross-cultural comparison
- Title
- Gender portrayal in Hong Kong and Korean children's TV commercials: A cross-cultural comparison
- Author
- 문영숙
- Issue Date
- 2002-12
- Publisher
- Asian Media Information and Communication Centre(Nanyang Techonological University)
- Citation
- Asian Journal of Communication, v. 12, issue. 2, page. 100-119
- Abstract
- This study examined gender portrayal in a sample of 345 television
commercials broadcast during children's programmes in Hong Kong and
Korea using content analysis. Literature suggests that Hong Kong culture
differs from Korean culture on the dimension of Masculinity/Femininity
proposed by Hofstede. The differences between the two countries provide
a valid test of theory, and suggest hypotheses about the gender portrayal in
children's advertising. The results of the study showed, contrary to
expectations from Hofstede's framework, that the gender portrayal of
central characters and the level of gender stereotyping in Hong Kong
commercials was similar to those of Korean commercials. Possible
explanations include the emerging homogeneous youth market using a
standardized advertising strategy, and the rising concern for women's
rights in Korea.
- URI
- https://www.tandfonline.com/doi/abs/10.1080/01292980209364825https://repository.hanyang.ac.kr/handle/20.500.11754/158200
- ISSN
- 0129-2986; 1742-0911
- DOI
- 10.1080/01292980209364825
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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