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

• 研究課題/領域番号: 24K21029
• 研究種目: 若手研究
• 配分区分: 基金
• 審査区分: 小区分80030:ジェンダー関連
• 研究機関: 京都大学
• 研究代表者: Frey Urszula 京都大学, 東南アジア地域研究研究所, 特定助教 (90869447)
• 研究期間 (年度): 2024-04-01 – 2027-03-31
• 研究課題ステータス: 交付 (2024年度)
• 配分額: 4,680千円 (直接経費: 3,600千円、間接経費: 1,080千円); 2026年度: 1,040千円 (直接経費: 800千円、間接経費: 240千円); 2025年度: 1,560千円 (直接経費: 1,200千円、間接経費: 360千円); 2024年度: 2,080千円 (直接経費: 1,600千円、間接経費: 480千円)
• キーワード: advertisement / TV commercial / professional / database / work

研究開始時の研究の概要

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.