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Gender Role Portrayals in Prime-Time Television Commercials in Thailand

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Abstract:

One hundred prime-time commercials airing on television in Thailand were content analyzed for gender role portrayals. Of the eight variables considered, three variables—roles, location and product type—indicated traditional role portrayals. In contrast, five variables—mode of presentation, credibility, age, argument, and end comment—did not indicate stereotypical portrayals. While three of these variables showed no significant differences between male and female portrayals, two other variables—argument and age—suggested a possible reversal of traditional patterns. These unique and mixed findings are compared to results from role portrayal studies from other Eastern and Western countries.

Most Common Document Word Stems:

role (114), gender (86), portray (72), commerci (65), femal (60), male (58), thai (53), women (49), studi (44), product (43), televis (39), stereotyp (38), find (32), present (29), advertis (29), argument (29), research (26), cultur (25), differ (24), sex (23), furnham (23),

Author's Keywords:

Thailand, gender role, stereotyping, media, international, television, advertising
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Name: International Communication Association
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MLA Citation:

Duff, Desiree. "Gender Role Portrayals in Prime-Time Television Commercials in Thailand" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111925_index.html>

APA Citation:

Duff, D. C. , 2003-05-27 "Gender Role Portrayals in Prime-Time Television Commercials in Thailand" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111925_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: One hundred prime-time commercials airing on television in Thailand were content analyzed for gender role portrayals. Of the eight variables considered, three variables—roles, location and product type—indicated traditional role portrayals. In contrast, five variables—mode of presentation, credibility, age, argument, and end comment—did not indicate stereotypical portrayals. While three of these variables showed no significant differences between male and female portrayals, two other variables—argument and age—suggested a possible reversal of traditional patterns. These unique and mixed findings are compared to results from role portrayal studies from other Eastern and Western countries.

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Document Type: .PDF
Page count: 23
Word count: 5780
Text sample:
Gender Role Portrayals 1 Running Head: Gender Role Portrayals in Thai TV commercials Gender Role Portrayals in Prime-Time Television Commercials in Thailand Gender Role Portrayals 2 Gender Role Portrayals in Prime-Time Television Commercials in Thailand One hundred prime-time commercials airing on television in Thailand were content analyzed for gender role portrayals. Of the eight variables considered three variables—roles location and product type—indicated traditional role portrayals. In contrast five variables— mode of presentation credibility age argument and end comment—did not
on portrayals of women in television commercials: A comparison between the United States and Japan. International Journal of Advertising 14 314-333. Signorielli N. MeLeod D. & Healy E. (1994). Gender stereotypes in MTV commercials: The beat goes on. Journal of Broadcasting and Electronic Media 38 91-101. Smith P. B. & Bond M. h. (1999). Social psychology across cultures (2nd ed.). Boston: Allyn and Bacon. Gender Role Portrayals 23 Tiongson M. L. Q. (1999). The state of women and media


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