Gender Representation of Working Professionals in Japanese TV Commercials: A Temporal Analysis from the End of the 20th Century to the Early 21st Century

• Project/Area Number: 24K21029
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 80030:Gender studies-related
• Research Institution: Kyoto University
• Principal Investigator: Frey Urszula 京都大学, 東南アジア地域研究研究所, 特定助教 (90869447)
• Project Period (FY): 2024-04-01 – 2027-03-31
• Project Status: Granted (Fiscal Year 2024)
• Budget Amount: ¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000); Fiscal Year 2026: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000); Fiscal Year 2025: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000); Fiscal Year 2024: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
• Keywords: advertisement / TV commercial / professional / database / work

Outline of Research at the Start

This research project will discover and analyze factors that determine the way professionals, or employed individuals, are represented on screen. The aim of this research is to identify the factors that link gender and employment, and to discover how these factors define professional representations of men and women. Using statistical models built from the data gathered from commercials, the factors' change over multiple decades will be tracked, and the precise shifts in gender and employment representations for both men and women can be discovered.