| Budget Amount *help |
¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2015: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Outline of Final Research Achievements |
This study’s objective is to examine the similarities and differences of gender roles in TV commercials of Japan, China, Taiwan, Korea, Thailand, and Singapore. The research methodology focuses on content analysis, and advertisements from 2014 to 2016 were collected, coded, and analyzed.
The results shows that there are significant differences in the proportion of working male and female characters, and types of working roles and non-working roles of males and females among these 6 countries.
Moreover, from the analysis result in each country, this research reveals the new appearance of non-stereotyping gender image in these Asian commercials which can be divided into 4 groups; 1) equality of gender roles (Singapore), 2) equality of working roles and non-working roles (Japan), 3) equality of working roles (China, Taiwan, Thailand), 4) equality of non-working roles (Korea). This suggests to a good sign of gender equality reflecting in Asian advertisings and continuous further study.
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