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Gender Role Portrayals in Prime-Time Television Commercials in Thailand
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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 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 were compared to
results from role portrayal studies from other Eastern and Western countries.
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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 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 were compared to
results from role portrayal studies from other Eastern and Western countries.
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