topic 6

• aim = determine whether advertisers scripted television adverts differently for females and males of school age linking toys to gender stereotypical roles.
• sample = commercial networks, regional independent new england stations, nickelodeon
• sample taken in 1996 1997 and 1999
• sample = 15 half hour programmes in 96-97 and 24 half hour programmes in 99
• research method = content and discourse analysis
• verb elements = action, competition / destruction, power / control, limited activity and feeling / nurturing.
• identified gender in voice overs and gender exaggeration in voices
• total 188 toy adverts recorded. boy orientated outnumbered girl orientated. naming of toys reinforces gender stereotypes e.g. big time action for boys and bedtime bottle baby for girls
• gender exaggeration was present in most of the adverts.
• feeling and nurturing = absent in boy orientated but present in girl orientated
• competition and destruction = 12 x present in boy compared to girls
• limited activity = more present in girl but still present in boy
• control = occurred more in boy orientated then girl
• action = least variations but different images associated
• in girl orientated adverts they spoke in turns