alexa An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Nimet Uray, Sebnem Burnaz

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The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.

This article was published in Sex Roles and referenced in Journal of Mass Communication & Journalism

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