Media portrayal of stereotypes
| dc.contributor.author | SADAF AZEEM | |
| dc.date.accessioned | 2025-11-23T07:20:42Z | |
| dc.date.available | 2025-11-23T07:20:42Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | The present study explores media portrayal of gender stereotypes. The study scrutinizes that how media through language and images portray stereotypes about gender. The study highlights the role of media in depicting males and females as different and unequal from each other. It particularly focuses on how media portrays females through advertisements. Content analysis of electronic advertisements was done to answer the research questions ((a) whether or not media’s content of language portrays stereotypes? (b) Do media portray stereotypes through images?). A sample of advertisements of 50 products of Procter & Gamble, Lever & Brothers, and Cellular companies which were advertised by the media was examined. For the content analysis a Performa was adapted which was proposed by Saez, Morales and Lisbona (2008). A questionnaire was also used for data collection, filled by 30 students of University of Mangement and Technology. In this way through content analysis and questionnaire, data (qualitative and quantitative) were collected. Percentages and frequencies of the data were taken and data were interpreted in tabular and graphical form. Results extracted from content analysis and questionnaire showed that media contents of language and images portray stereotypes. Results have shown that media portrayal of males and females do not give equal picture of gender rather gives biased and stereotypical picture of gender. Moreover, results have also shown that media, through advertisements, particularly target females. Media do not portray females equal to males and their image is distorted by the media. | |
| dc.identifier.uri | https://escholar.umt.edu.pk/handle/123456789/12101 | |
| dc.language.iso | en | |
| dc.publisher | UMT Lahore | |
| dc.title | Media portrayal of stereotypes | |
| dc.title.alternative | language and gender | |
| dc.type | Thesis |