Stereotipizacija žena u televizijskim reklamama

Stanić, Filip. (2018). Stereotipizacija žena u televizijskim reklamama. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Landripet, Ivan].

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Abstract

The paper presents the results of a quantitative content analysis on the topic of women's stereotypes in television commercials, that was conducted in June 2018. on the leading Croatian national TV programmes – HTV 1, RTL and Nova TV, whereat a total of seven main hypotheses were tested (with four additional variables), based on the findings of earlier studies on the presence of gender stereotypes in commercials. The results only partially confirmed the findings of earlier research: of a total of 11 variables that were used to measure the presence of different stereotypes, only on four was a statistically significant association with the variable sex confirmed – age, the portrayal of characters as parents, mode of presentation (visual and verbal) and sex of the voice-over, whereat women were significantly more often portrayed as young, as mothers and only visually, and significantly less often presented voice-overs than men. At the same time, results also showed that these associations with sex are weak or even very weak, suggesting that sex is no longer such a strong determinant of the portrayal of men and women in television commercials.

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