Chitra Kamalakannan Ravishankaran, Senthilkumar Nakkeeran
Department of Management Studies, College of Engineering, Anna University, Chennai, India.
Front Psychol. 2023 Sep 7;14:1234678. doi: 10.3389/fpsyg.2023.1234678. eCollection 2023.
Gender stereotyping in television advertising is a universal phenomenon and has the potential to influence children's perceptions of gender roles. Despite India's enormous child population, gender representation in television advertising is hardly researched.
This study was conducted using a content analysis methodology to examine gender stereotypes in children's television advertising in India. A total of 189 unique advertisements were selected from six prime cartoon channels, namely Nickelodeon, Disney Channel, Hungama, Cartoon Network, Discovery Kids, and Pogo TV. A stratified constructed sample of 319 central figures from 102 hours of TV viewing was collected over two consecutive weeks in November 2018 during children's prime-time viewings.
This study examines gender role cues in children's television advertising using McArthur and Resko's coding method. The sample was subsequently analyzed using chi-square statistics, and the findings were contextualized and compared with those from other Asian nations. The results indicated that men significantly dominate (voice-over, product authority, autonomous roles, fact-based arguments, other products, end comments, pleasure, and practical rewards), whereas females are stereotyped (dependent roles, product users, portrayal of domestic products in domestic settings, opinion-based arguments, and self-enhancement rewards).
However, the results reveal a reduction in certain stereotypical aspects, such as a significant increase in women performing voice-overs and portraying characters with product authority and autonomy, while men exhibit increased involvement with domestic products and rewards such as self-enhancement, practical, and pleasure rewards. The theoretical (social learning and role congruity theory) and practical implications for advertisers and marketers are discussed based on these findings.
电视广告中的性别刻板印象是一种普遍现象，有可能影响儿童对性别角色的认知。尽管印度儿童人口众多，但电视广告中的性别呈现却鲜有研究。
本研究采用内容分析法，以考察印度儿童电视广告中的性别刻板印象。从六个主要卡通频道，即尼克国际儿童频道、迪士尼频道、 Hungama 频道、卡通网络、探索儿童频道和波戈电视台，共选取了189则独特的广告。在2018年11月连续两周的儿童黄金时段收视期间，从102小时的电视观看中收集了319个核心人物的分层构建样本。
本研究采用麦克阿瑟和雷斯科的编码方法，考察儿童电视广告中的性别角色线索。随后使用卡方统计对样本进行分析，并将结果与其他亚洲国家的情况进行背景化比较。结果表明，男性显著占据主导地位（画外音、产品权威、自主角色、基于事实的论据、其他产品、结束语、愉悦和实际奖励），而女性则被刻板化（依赖角色、产品使用者、在家庭环境中展示家庭用品、基于观点的论据和自我提升奖励）。
然而，结果显示某些刻板印象方面有所减少，例如女性进行画外音以及扮演具有产品权威和自主性角色的情况显著增加，而男性对家庭用品以及自我提升、实际和愉悦奖励等方面的参与度有所提高。基于这些发现，讨论了对广告商和营销人员的理论（社会学习和角色一致性理论）和实际意义。
