TBE PORTRAYAL OF GENDER ROLES IN TELEVISION COMMERCIALS ON THE IRIB

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HAGHIGHINASAB M.; HEDAYATI SH.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: WOMENS STUDIES Year:2005 | Volume:3 | Issue:7 Page(s): 33-50

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Information Journal Paper

Title

TBE PORTRAYAL OF GENDER ROLES IN TELEVISION COMMERCIALS ON THE IRIB

Author(s)

HAGHIGHINASAB M. | HEDAYATI SH. | Issue Writer Certificate

Keywords

GENDER ROLES; PORTRAYAL; TV ADS; THE IRIB (ISLAMIC REPUBLIC OF IRAN BROADCASTING)Q4

Abstract

The present research takes the task of examining the gender roles differences (male/female) as portrayed and displayed in TV advertisements on the IRIB broadcasts. Based on studies conducted in developed and developing courtiers on the manner in which the gender roles are portrayed in TV ads, the research model embrace the following three broad dimensions: General characteristics of advertisements, Demographic characteristics, and Attitudinall behavioural characteristics. This is a descriptive research using content analysis. The population of the survey is all the TV ads on channels and of the IRIB broadcast on primetime. The ad was included in research if the major roles played were gender related. To gauge variance portrayal of gender roles variables in TV ads, the sample was randomly selected. Upon selection, each ad was considered as a research case and a questionnaire was filled according to the attributes of each ad. Then all questionnaires were coded. The results showed that the portrayal of gender roles in TV ads differed, and that the portrayals were mainly traditionally gender based.

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APA: Copy

HAGHIGHINASAB, M., & HEDAYATI, SH.. (2005). TBE PORTRAYAL OF GENDER ROLES IN TELEVISION COMMERCIALS ON THE IRIB. WOMENS STUDIES, 3(7), 33-50. SID. https://sid.ir/paper/66056/en

Vancouver: Copy

HAGHIGHINASAB M., HEDAYATI SH.. TBE PORTRAYAL OF GENDER ROLES IN TELEVISION COMMERCIALS ON THE IRIB. WOMENS STUDIES[Internet]. 2005;3(7):33-50. Available from: https://sid.ir/paper/66056/en

IEEE: Copy

M. HAGHIGHINASAB, and SH. HEDAYATI, “TBE PORTRAYAL OF GENDER ROLES IN TELEVISION COMMERCIALS ON THE IRIB,” WOMENS STUDIES, vol. 3, no. 7, pp. 33–50, 2005, [Online]. Available: https://sid.ir/paper/66056/en

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