Sociological Studies of Stereotypes Men and Women in the National Media Space

Authors

  • Andrii Orlov Melitopol State Pedagogical University named after Bogdan Khmelnytsky
  • Oleksandra Khimchenko Melitopol State Pedagogical University named after Bogdan Khmelnytsky

DOI:

https://doi.org/10.29038/2306-3971-2015-01-62-67

Keywords:

gender stereotype, gender-advertising model, masculinity, femininity

Abstract

This article analyzes one aspect of gender stereotyping of the public sphere of society, namely, gender images, which are transmitted by means of television advertising. Carried out a theoretical review of the issue, highlighted and conceptualize basic models of gender stereotypes in advertising. Specificity of building models gender stereotypes in the context of the study directions post-modern communication.

The results of content analysis of television advertising national TV channels («1+1», «ICTV» and «New Channel») based on the use of mechanical, cluster sampling method and a typical representative.
According to the results of empirical analysis provides a comparative analysis of the advertising context, identified the most common gender images, specifics of their use and their associated attributes. Identify cultural and social component of television advertising.
It was determined that the advertising is directed primarily toward women as the main consumer. Among the female gender images is dominated by models businesswomen, housewives and mothers, and men - businessman and a model father.

References

1. Andrushko, L. (2010), “Gender Stereotypes in Ukrainian advertising”, Bulletin of the Lviv National Academy of Arts, No. 23, Pp. 397–406.
2. Baudrillard, J. (2006), “Consumer Society. Its myths and structures”, М. : Cultural Revolution, Republic, 269 p.
3. Groshev, I. V. (2000), “Gender images of advertising”, Questions of psychology, No. 6, Pp. 172–187.
4. Maksimova, О. B. (2002), “Gender stereotyping in advertising: problem and the basic conceptions”, Bulletin of RPFU. Series: Sociology, No. 1, Pp. 169–173.
5. Pavlyuk, L. (2009), “Gender stereotypes and gender sensitivity of communication”, К. : Vezha, 345 p.
6. Pomazan, O. (1999), “Gender problems and media, Gender analysis of Ukrainian society”, К. : Zlatograf, Pp. 91–109.
7. Rogozina, I. V., Pitun, M. A. (2008), “The role of media in shaping gender cognitive standards”, Philology and person, No. 2, Pp. 124–131.
8. Rozanova, T. P., Andreyeva, M. M. (2009), “The psychological perception of gender differences in advertising”, Initiative of the XXI century, No. 4, Pp. 78–81.
9. Shtompka, P. (2007), “Visual Sociology. Photography as a method of investigation”, М. : Logos, 168 p.

Published

17.05.2018

Issue

Section

SOCIAL REALITY IN EMPIRICAL STUDIES