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Media and Gender Stereotyping

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Introduction

Media and Gender Stereotyping Research conducted by Kim Teasdale Contents 1 ABSTRACT 03 2 INTRODUCTION 03 3 FORMULATION 04 4 AIM 04 5 HYPOTHESIS 04 6 METHODS 05 6.1 DESIGN 05 6.2 PARTICIPANTS 05 6.3 MATERIALS 05 6.4 STANDARDISED PROCEDURES 05 6.5 CONTROLS AND ETHICS 05 7 RESULTS 06 7.1 RAW DATA 06 7.2 DESCRIPTIVE STATISTICS 07 8 DISCUSSION AND ANALYSIS OF DATA 08 8.1 EXPLANATION OF FINDINGS 08 8.2 BACKGROUND RESEARCH 08 8.3 LIMITATIONS AND MODIFICATIONS 09 8.4 IMPLICATIONS AND SUGGESTIONS 09 9 CONCLUSION 09 REFERENCES 10 APPENDIX 1: TALLY CHARTS AND CALCULATIONS APPENDIX 2: SAMPLE ADVERTISEMENTS FROM MARIE CLAIRE AND GQ 2004 APPENDIX 3: SAMPLES OF PAST ADVERTISEMENTS 1 ABSTRACT Past research found that media culture, particularly magazines, present stereotypical notions of gender. Gender stereotypes are not inflexible, like a barometer stereotypes change to reflect both societal and cultural values. This research set out to study current gender stereotypes types in four popular magazines (Marie Claire, GQ, Shape and Men's Health). The advertisements were categorised into gender specific and gender neutral adverts. The results found that the mode for gender specific adverts for both men and women's magazines related to female specific related adverts. Although the findings did not support the prediction of stereotypical gender specific advertising, the research itself was characterised by a number of weaknesses. ...read more.

Middle

Selecting four major publications that would be found in any of the above retail stores. (3) The classification of adverts was decided based on the majority of the type of adverts found in at least two of the magazines. (4) Leafing through each of the magazines, the adverts were then counted and categorised. (5) The only other adverts that were considered were the cosmetic surgery adverts found in the classified sections at the back of the magazines. 6.5 CONTROLS AND ETHICS There were no ethical issues to take into consideration with regards to the categorisation of the advertisements. The magazines chosen were mainstream magazines available to the general public. No soft or hard-core pornography magazines were considered. 7 RESULTS The results of the survey were collated using a tally chart (see Appendix 1) and a single bar chart was used to graphically display the data. 7.1 RAW DATA Marie Claire had a total of 338 pages, GQ had 240 pages, Shape had 138 pages and Men's Health had 194 pages. Mere observation of the raw data table (Table 1) found in appendix 3, shows that the number of beauty and cosmetic surgery adverts were far higher in the women's magazine Marie Claire (18%) than in the men's magazines. However the category beauty in the both GQ (9%) and Men's Health (12%) ...read more.

Conclusion

8.3 LIMITATIONS AND MODIFICATIONS It was decided to exclude toddler and preschool magazines as the advertising content was at a minimum. This is probably due to the fact that young children do not have a large amount of disposable income available to them. Only four magazines were studied out of the approximate 120 titles listed, which is not a representative sample. This sample bias is already a methodological weakness for this research. The research also did not take into account any ethnic type magazines, only western magazines. 8.4 IMPLICATIONS AND FURTHER RESEARCH Advertisements in magazines are designed with a specific audience in mind. The research would have possible benefited from a geographical based questionnaire on what types of magazines people actually read. It would be interesting to see how of stereotypical attitudes are portrayed in more ethnic and orthodox societies. 9 CONCLUSION Broadly speaking the research disproved the hypothesis that stereotypical gender advertising continued to exist in magazines. However the results are not necessarily indicative of possible stereotypical gender types advertising found in other magazines. WORD COUNT: 2013 REFERENCES: Book references 1. Haralambos, M. and Rice, D. (2002). Psychology In Focus A Level. Lancashire, Causeway Press p. 316 2. Haralambos, M. and Rice, D. (2002). Psychology In Focus A Level. Lancashire, Causeway Press p. 554 3. Haralambos, M. and Rice, D. (2002). Psychology In Focus A Level. Lancashire, Causeway Press p. 792 4. Pipher, M. (2002). Reviving Ophelia: Saving The Selves Of Adolescent Girls. ...read more.

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