Changing Gender Roles in Prime-Time Commercials in Malaysia, Japan, Taiwan, and the United States
Changing Gender Roles in Prime-Time Commercials in Malaysia, Japan, Taiwan, and the United States
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马来西亚、日本、台湾和美国黄金时段广告中性别角色的变化
DOI：
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发表时间：
2001
期刊：
影响因子：
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通讯作者：
Tsukasa Nishida
中科院分区：
文献类型：
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作者：
M. Bresnahan;Yasuhiro Inoue;Wen Ying Liu;Tsukasa Nishida
这项研究表明，在黄金时段，日本、台湾和马来西亚的黄金时段广告中出现了一种新的性别角色描述范式。尽管一些关于广告中性别呈现的刻板印象仍然存在(在背景、产品类型、画外音方面)，但研究发现，在黄金时段出现在广告中的主要角色的男性和女性数量相等。在日本、马来西亚和台湾，大多数广告描绘的是男性和女性非刻板印象的性别角色。在美国的黄金时段广告中，角色描述也出现了一些变化。讨论了这些变化的原因。
This study showed that during prime time, a new paradigm of gender role depiction has emerged in prime-time commercials in Japan, Taiwan, and Malaysia. Even though some stereotypes about the presentation of gender in commercials persist (for setting, product type, voice-over), the study found an equal number of males and females appearing as primary characters in commercials during prime time. In Japan, Malaysia, and Taiwan, the majority of commercials depicted males and females in nonstereotypical gender roles. Some shifts were also observed for role depiction in prime-time commercials in the United States. Reasons for these changes are discussed.