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作者 Stith, Danica
書名 Homemaker to Seductress: A Content Analysis of Gender Stereotypes in Online Embedded Advertisements
國際標準書號 9781124742304
book jacket
說明 65 p
附註 Source: Masters Abstracts International, Volume: 49-06, page: 3443
Adviser: Gretchen Perbix
Thesis (M.A.)--Minnesota State University, Mankato, 2011
Countless studies have documented and analyzed the presence of gender stereotypes in print and television advertisements, but very few have been performed on online advertisements. While the World Wide Web is no longer an exciting new domain for us, researchers are only beginning to analyze the vast number of gender stereotypes that are presented to viewers on a daily basis. The proliferation of gender stereotypes (specifically female stereotypes) is obvious in print advertisements and television advertisements, but do they also abound in online advertisements? In my research, I performed a content analysis of online embedded advertisements, specifically in three types of informational websites (fitness, health, and parenting). The coding was performed using the representations set forth by Hyun Jung Yun et al (2007). I found that online embedded advertisements seem to follow the same stereotypical trends that print and television advertisements use. The majority of the advertisements portrayed women in traditional roles and decorative roles. There were a few advertisements that portrayed women in non-traditional roles, as well as one advertisement that presented a woman in a neutral way, with no apparent stereotypes
School code: 1510
Host Item Masters Abstracts International 49-06
主題 Technical Communication
Web Studies
Gender Studies
Alt Author Minnesota State University, Mankato. English: MA Technical Communication
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