Gender stereotypes in television commercials as a gender inequality reflection

Changing Gender Stereotypes in Iran

Abstract In recent decades, because of the vast socio-cultural changes which occurred in Iran, Iranian women have experienced new values and identities and they have achieved more advanced education and consciousness, so that they oppose the gender stereotypes which attribute inferior characteristics to women and cause inequalities and limitations in their everyday life. Although gender stereo...

Gender Commercials

The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis

Gender portrayals in 2,209 network television commercials were content analyzed. To compare differences between three day parts, the sample was chosen from three time periods." daytime, when the audience is mostly women; evening prime time, when the sex of the audience is more evenly distributed," and weekend afternoon sportscasts, when men are a large percentage of the audience. The results in...

changing gender stereotypes in iran

abstract in recent decades, because of the vast socio-cultural changes which occurred in iran, iranian women have experienced new values and identities and they have achieved more advanced education and consciousness, so that they oppose the gender stereotypes which attribute inferior characteristics to women and cause inequalities and limitations in their everyday life. although gender stereot...

Overcoming Gender Stereotypes

Across two experiments the present research examined the use of social-consensus feedback as a strategy for overcoming spontaneous gender stereotyping when certain social role nouns and professional terms are read. Participants were presented with word pairs comprising a role noun (e.g. surgeon) and a kinship term (e.g. mother), and asked to decide whether both terms could refer to the same per...