Sociology 2172A/B Chapter Notes - Chapter coursebook reading: Content Analysis, Stereotype, Homosociality
22 Nov 2017
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Soc 2172 nov 21 reading notes on masculinity in. How tv commercials affect children"s notions of gender. 20 percent of air time devoted to commercials. Content analysis of the 70s indicated that men and women were portrayed in stereotypical roles; Women in the home, passive and unintelligent and men in workforce and intelligent. Uk and us similar in gender advertising while mexico the heaviest gender stereotyped ads. Men when portrayed outside the house seen as strong, vigor, independent and free but when portrayed in home loses his power. In 1975, 70% of male users in ads were seen as authoritative but only 30% as product users whereas only 14% of females as authoritative but 86% as product users. Male voiceovers are said to be rational and objective while women voiceovers emotionally nurturing. Even in commercials addressed to women, often a male voiceover is used. The to-be-looked-at-male comes in where women used to be the only ones eroticized.
