Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials
Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials
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电视广告中的性别和工作角色：日本和泰国电视广告的比较
DOI：
10.1163/26659077-24030005
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Piya PONGSAPITAKSANTI
中科院分区：
文献类型：
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作者：
Goodwin Robin;Takahashi Masahito;廣本由香・笠原良太・嶋﨑尚子・大倉季久・西城戸誠;轡田竜蔵;桑名祐樹;石原 俊;Piya PONGSAPITAKSANTI
本研究的目的是探讨日本和泰国电视广告中性别和工作角色的异同。研究方法以内容分析为主。分析了2016年在日本和泰国播出的760个广告。因此，这种比较内容分析表明，从传统的模式在文学可能逆转。虽然泰国职业妇女的比例高于日本，但日本和泰国电视广告中职业妇女的比例差别不大。此外，本研究结果显示，在这两个亚洲国家的商业广告中，在性别类型和工作角色方面，出现了新的非定型性别形象。这些研究结果支持了广告中性别定型观念减少的假设，并表明广告中的定型形象有所改善。
The research objective is to examine the similarities and differences of gender and working roles in Japanese and Thai television commercials. The research methodology focuses on content analysis. Seven hundred and sixty advertisements shown during 2016 in Japan and Thailand were analyzed. As a result, this comparative content analysis suggests a possible reversal from traditional patterns in the literature. Though the proportion of working women in Thailand is higher than the proportion in Japan, the proportions of working women in Japanese and Thai television commercials are insignificantly different. Moreover, this research result reveals the new appearance of non-stereotypical gender images in terms of the type of gender and working roles in commercials in these two Asian nations. These research findings support the supposition of a decrease in gender stereotyping in advertisements and suggest progress in stereotyped portrayals in advertising.