Sociological Studies of Stereotypes Men and Women in the National Media Space
Journal Title: Соціологічні студії - Year 2015, Vol 1, Issue 6
Abstract
This article analyzes one aspect of gender stereotyping of the public sphere of society, namely, gender images, which are transmitted by means of television advertising. Carried out a theoretical review of the issue, highlighted and conceptualize basic models of gender stereotypes in advertising. Specificity of building models gender stereotypes in the context of the study directions post-modern communication. The results of content analysis of television advertising national TV channels («1+1», «ICTV» and «New Channel») based on the use of mechanical, cluster sampling method and a typical representative. According to the results of empirical analysis provides a comparative analysis of the advertising context, identified the most common gender images, specifics of their use and their associated attributes. Identify cultural and social component of television advertising. It was determined that the advertising is directed primarily toward women as the main consumer. Among the female gender images is dominated by models businesswomen, housewives and mothers, and men - businessman and a model father.
Authors and Affiliations
Andrii Orlov, Oleksandra Khimchenko
Keywords
Related Articles
- EP ID EP363187
- DOI -
- Views 138
- Downloads 0
Social Well-being of Inhabitants of Lutsk in the Context of Social Changes
Results of sociological research social well-being, conducted the Lutsk in 2009 and 2014 using techniques IISS-20 and IISS-44 by E. Golovakha and N. Panina, are analyzed in article. Value of Index of Social Well-being ha...
Genesis of the Scientific Discourse and the Prospects of Mass Social Mobilization Study
Scholarly discourse on mass social mobilization is analyzed with specific attention to crossdisciplinary integration of psychology, social psychology, political and historical science heritage with sociological one. The...
Dynamics and the Hierarchy of Spheres of Social Vital Activity (on the example of Lutsk)
Modern political, socio-economic crisis and military situation in Ukraine, actualizes the problem of reforming the social life segments, which are currently in critical condition and require urgent intervention. For eval...
Life Chances and Opportunities in Ukraine: a Subjective Evaluation of Objective Reality (three Different Profiles in Opportunities)
This article continues to examine the state of uncertainty and the large number of social groups with limited vital resource and low status, as the characteristics of the Ukrainian society. The analysis of the second pap...
Ethnos in a Discipline (Object) of Social Philosophy
The author studies the problem of a theoretical definition of ethnos as a subject of social philosophy and social theory and suggests a possible research strategy of ethnical processes. The necessity of logical-philosoph...