Rodne uloge: prikaz žena u televizijskim reklamama

Kontić, Petra. (2015). Rodne uloge: prikaz žena u televizijskim reklamama. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Galić, Branka].

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Abstract

The paper presents the results of a study on the way of representing women in television commercials shown at the first channel of Croatian Radio and Television in the period from 2 September to 6 September 2015, and at RTL Television on 7 September 2015, with a special emphasis on gender roles. When conducting quantitative content analysis, analytical matrix of 29 categories was used. The study tested 15 hypotheses formulated according to the expectations arising from the theoretical part of the paper and previously carried out similar research. The results indicate that in Croatia, stereotyped portrayal of women is still present in most aspects. Men are more frequently valued on the basis of what they think and say, and women on the basis of their physical appearance. Thus, while women are more visually present, a male voice is dominant in commercial messages. Additionaly, the study has shown that women are more frequently depicted as the ones responsible for taking care of the household and (sexually) objectified figures, and men are presented in roles that guarantee authority. Despite the expectations, there was no statistically significant difference between the portrayal of women as mothers and men as fathers.

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