MALE GENDER STEREOTYPES IN PAKISTANI ADVERTISEMENTS

Authors

  • Zainab Kamran Mirza Department of Media and Mass Communication, Universityof Management & Technology, Lahore, Pakistan

DOI:

https://doi.org/10.20319/pijss.2016.s21.17161732

Keywords:

Gender Stereotypes, Traditional Stereotypes, Masculinity, Advertising, Society

Abstract

This paper deals with the study of how men are portrayed and perceived in television commercials in electronic media. After reviewing existing literature on gender stereotypes and in advertisements, a research gap has been identified in the field of gender stereotype studies in electronic media: male gender stereotypes and their utilization in advertisements. Hence, this research combines these aspects in an attempt to fill the aforementioned gap. Content analysis is chosen as a method to evaluate male gender stereotypes, if any. The analysis of the study is comprised 60 ads which were further coded for nine distinguished categories and sub-categories. The outcome of this study supports the proposed hypothesis. Stereotypes of male gender roles exist today in our society and dominate the overall portrayal.

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Published

2016-01-01

How to Cite

Mirza, Z. K. (2016). MALE GENDER STEREOTYPES IN PAKISTANI ADVERTISEMENTS. PEOPLE: International Journal of Social Sciences, 2(1), 1056–1072. https://doi.org/10.20319/pijss.2016.s21.17161732