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Developing a New Gender Role Stereotype Index for Television Advertising: Coding Stereotypical and Reverse-Stereotypical Portrayals

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Abstract:

The mass media continue to reinforce stereotypical gender roles. Few studies have conducted content analyses that effectively measure stereotypes in advertising other than using nominal level data. Accordingly, this study was designed to develop a new “Stereotype Index,” measuring at the ordinal level the extent to which an advertisement uses stereotypical images. The index was developed based upon a probability sample of prime-time U.S. television commercials during a sweeps month (November 4-December 1, 2004). The final sample included 845 advertisements and 1,062 central figures. Each advertisement received positive points for the use of stereotypes and negative points for the use of reverse- stereotypes in its content based on the Stereotype Index. The mean of each variable could subsequently be compared directly using parametric statistics rather than traditional chi-square analysis. Differences between nominal (categorical) and ordinal level data were examined. The new Stereotype Index enables researchers to make precise statistical comparisons among studies cross-culturally and longitudinally, something not possible before. Since science often is advanced by detecting and reporting changes in variables, not just static scores, this is an important contribution of the new Stereotype Index.

Most Common Document Word Stems:

stereotyp (187), advertis (143), role (124), portray (93), women (91), gender (77), men (76), figur (73), central (72), index (71), studi (69), televis (66), like (64), new (62), femal (61), male (59), develop (55), product (49), set (48), use (48), differ (44),

Author's Keywords:

Gender Roles, Stereotypes, Television Advertising
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Kim, Kwangok. and Lowry, Dennis. "Developing a New Gender Role Stereotype Index for Television Advertising: Coding Stereotypical and Reverse-Stereotypical Portrayals" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 24, 2007 <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p168468_index.html>

APA Citation:

Kim, K. and Lowry, D. T. , 2007-05-24 "Developing a New Gender Role Stereotype Index for Television Advertising: Coding Stereotypical and Reverse-Stereotypical Portrayals" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <PDF>. 2013-12-15 from http://citation.allacademic.com/meta/p168468_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The mass media continue to reinforce stereotypical gender roles. Few studies have conducted content analyses that effectively measure stereotypes in advertising other than using nominal level data. Accordingly, this study was designed to develop a new “Stereotype Index,” measuring at the ordinal level the extent to which an advertisement uses stereotypical images. The index was developed based upon a probability sample of prime-time U.S. television commercials during a sweeps month (November 4-December 1, 2004). The final sample included 845 advertisements and 1,062 central figures. Each advertisement received positive points for the use of stereotypes and negative points for the use of reverse- stereotypes in its content based on the Stereotype Index. The mean of each variable could subsequently be compared directly using parametric statistics rather than traditional chi-square analysis. Differences between nominal (categorical) and ordinal level data were examined. The new Stereotype Index enables researchers to make precise statistical comparisons among studies cross-culturally and longitudinally, something not possible before. Since science often is advanced by detecting and reporting changes in variables, not just static scores, this is an important contribution of the new Stereotype Index.

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