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Gender Role Portrayals in Prime-Time Television Commercials in Thailand
Unformatted Document Text:  Gender Role Portrayals 7 changes in those portrayals over time. What the study can—and should—do is provide a baseline from which future studies can measure the persistence of and variations in Thai television advertising’s female stereotypes. To sum up, then, the primary purpose of this study was to analyze the gender role portrayals that may be reflecting, reinforcing, and even shaping Thai society. In doing so, the study conducted an exploratory analysis that provided a baseline for future studies. The secondary purpose was to situate the findings within the gender role literature by making cross- cultural comparisons between the analysis and the results of research conducted in other countries. Specifically, findings were compared to Bresnahan et al.’s (2001) recent cross- cultural analysis of gender stereotyping in the Eastern cultures of Japan, Malaysia, and Taiwan as well as to the Western culture of the United States. In addition, the study related its findings to Furnham and Mak’s (1999) cross-national meta-analysis. In other words, in order to fulfill its purposes, the study takes an “etic” approach by asserting that gender role portrayals are universal (Smith & Bond, 1999). The study posed the following eight research questions based on derivations of the McArthur and Resko (1975) model and replicating Bresnahan et al. and Neto & Pinto (1998): RQ 1 : Do more males or females act as off-screen announcers (voice-overs) in Thai commercials? RQ 2 : Do more males or females appear as credible characters in Thai commercials? RQ 3 : What roles do males and females portray in Thai commercials? RQ 4 : Are locations different for males and females in Thai commercials? RQ 5 : Are there differences in the ages of males and females in Thai commercials?

Authors: Duff, Desiree.
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Gender Role Portrayals 7
changes in those portrayals over time. What the study can—and should—do is provide a baseline
from which future studies can measure the persistence of and variations in Thai television
advertising’s female stereotypes.
To sum up, then, the primary purpose of this study was to analyze the gender role
portrayals that may be reflecting, reinforcing, and even shaping Thai society. In doing so, the
study conducted an exploratory analysis that provided a baseline for future studies. The
secondary purpose was to situate the findings within the gender role literature by making cross-
cultural comparisons between the analysis and the results of research conducted in other
countries. Specifically, findings were compared to Bresnahan et al.’s (2001) recent cross-
cultural analysis of gender stereotyping in the Eastern cultures of Japan, Malaysia, and Taiwan as
well as to the Western culture of the United States. In addition, the study related its findings to
Furnham and Mak’s (1999) cross-national meta-analysis. In other words, in order to fulfill its
purposes, the study takes an “etic” approach by asserting that gender role portrayals are universal
(Smith & Bond, 1999). The study posed the following eight research questions based on
derivations of the McArthur and Resko (1975) model and replicating Bresnahan et al. and Neto
& Pinto (1998):
RQ
1
: Do more males or females act as off-screen announcers (voice-overs) in Thai
commercials?
RQ
2
: Do more males or females appear as credible characters in Thai commercials?
RQ
3
: What roles do males and females portray in Thai commercials?
RQ
4
: Are locations different for males and females in Thai commercials?
RQ
5
: Are there differences in the ages of males and females in Thai commercials?


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