Perception of University Undergraduates on Gender Stereotypes in Television Advertising

Perception of University Undergraduates on Gender Stereotypes in Television Advertising

Author by Prof. Kolade Ajilore

Journal/Publisher: Journal Of School Of Communication Lagos State University

Volume/Edition: 1

Language: English

Pages: 28 - 49

Abstract

Advertising, the quintessential mouthpiece of commerce and a pervasive element of modern society, has been accused of depicting women in derogatory roles. Against the backdrop of an avalanche of empirical evidence generated through content analyses and in recognition of the socializing role of the media, this study examined how Babcock University undergraduates perceive the depiction of women in the media. The study was executed through the use of a descriptive survey. Three hundred copies of questionnaire were distributed to respondents who were selected through a multi-stage approach from a population of 7924 undergraduates with 94% return rate. The findings showed that despite the perception that television advertisements reinforce gender stereotypes in Nigeria, the effects of this stereotypical portrayal were perceived as moderated by some advertisements that showcased women and men on the same pedestal. The study suggested that both genders should be given equal opportunities that will encourage greater social visibility for women and drive them into the mainstream of development.

Keywords; Perception, Television Advertising, gender stereotypes


 

 


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