2016 Fiscal Year Final Research Report
Gender Roles in Television Commercials in Asia
| Project/Area Number |
26780280
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Sociology
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| Research Institution | University of Nagasaki |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Keywords | ジェンダー役割 / テレビ広告 / アジア / 国際比較 |
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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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| Free Research Field |
文化社会学、広告論、広告の国際比較
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