Utilize este identificador para referenciar este registo:
https://hdl.handle.net/10216/100129
Autor(es): | Felix Neto Carolina C Silva |
Título: | Changing paatterns of gender portrayals in portuguese television advertisements |
Data de publicação: | 2009 |
Resumo: | The purpose of this study was to identify patterns in Portuguese television advertisements and interpret changes in the portrayal of gender roles using data collected 7 years apart: 1996 and 2003. We grouped 11 attributes of the central figure displayed in 623 evening commercials using a k-means cluster procedure. There were 4 distinct groups of advertisements that emerged, 2 of them characterizing a predominantly male central figure and the other 2 a female central figure. The overall increase in women portrayed in advertisements from 1996 (32.9%) to 2003 (40.8%) is reflected in a shift toward an increase of advertisements with a female central figure in the typically male "narrator" cluster. Practical implications of these findings are discussed. |
Assunto: | Psicologia Psychology |
Áreas do conhecimento: | Ciências sociais::Psicologia Social sciences::Psychology |
URI: | https://repositorio-aberto.up.pt/handle/10216/100129 |
Tipo de Documento: | Artigo em Revista Científica Internacional |
Condições de Acesso: | restrictedAccess |
Aparece nas coleções: | FPCEUP - Artigo em Revista Científica Internacional ICBAS - Artigo em Revista Científica Internacional |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
84294.pdf Restricted Access | 137.75 kB | Adobe PDF | Request a copy from the Author(s) |
Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.