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Gender Role Portrayals in Prime-Time Television Commercials in Thailand
Unformatted Document Text:  Gender Role Portrayals 19 consistent with the traditional role patterns. More investigation would be necessary for the results to be appropriately interpreted. Finally, the lack of significant differences in gender and end comment in Thai commercials is consistent with findings in Indonesia, but inconsistent with findings in Hong Kong (Furnham and Mak, 1999). Based on observations in Furnham and Mak’s meta-analysis, presentations of end comments in Thai commercials are similar to presentations in many countries in which, regardless of gender, end comments are made by the central or primary character. Thus, like argument type, end comment shows little to no gender stereotyping. Conclusion This baseline study reflects the cultural tension described in the literature review between maintaining traditional gender stereotypes and promoting novel gender portrayals. The patterns of persistence and innovation found in this study seem to call for further investigation into Thai role portrayals. Future studies may offer insights into why Thai commercials tend to be—in relation to some variables—even more conventional in their gender stereotyping than are other countries, and yet, in relation to other variables, are quite unconventional. Given the findings suggesting some reversal of overall country patterns, future studies may benefit from including Thailand in cross-cultural analyses. In addition, this study’s results suggest that within-country studies also should be conducted to help researchers understand and explain cultural trends in the maintenance of and deviation from traditional gender stereotypes in Thailand. Finally, while research should be done to explore the valuing of the male in general, some research should be devoted to the study of the valuing of the male child in particular, as it may be reflected in Thai advertising, in advertising cross-nationally, and in mediated culture in general.

Authors: Duff, Desiree.
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Gender Role Portrayals 19
consistent with the traditional role patterns. More investigation would be necessary for the
results to be appropriately interpreted.
Finally, the lack of significant differences in gender and end comment in Thai
commercials is consistent with findings in Indonesia, but inconsistent with findings in Hong
Kong (Furnham and Mak, 1999). Based on observations in Furnham and Mak’s meta-analysis,
presentations of end comments in Thai commercials are similar to presentations in many
countries in which, regardless of gender, end comments are made by the central or primary
character. Thus, like argument type, end comment shows little to no gender stereotyping.
Conclusion
This baseline study reflects the cultural tension described in the literature review between
maintaining traditional gender stereotypes and promoting novel gender portrayals. The patterns
of persistence and innovation found in this study seem to call for further investigation into Thai
role portrayals. Future studies may offer insights into why Thai commercials tend to be—in
relation to some variables—even more conventional in their gender stereotyping than are other
countries, and yet, in relation to other variables, are quite unconventional. Given the findings
suggesting some reversal of overall country patterns, future studies may benefit from including
Thailand in cross-cultural analyses. In addition, this study’s results suggest that within-country
studies also should be conducted to help researchers understand and explain cultural trends in the
maintenance of and deviation from traditional gender stereotypes in Thailand. Finally, while
research should be done to explore the valuing of the male in general, some research should be
devoted to the study of the valuing of the male child in particular, as it may be reflected in Thai
advertising, in advertising cross-nationally, and in mediated culture in general.


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