Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising.

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  • Author(s): Michelle, Carolyn
  • Source:
    Sex Roles. Jan2012, Vol. 66 Issue 1-2, p21-37. 17p. 4 Charts.
  • Additional Information
    • Subject Terms:
      TELEVISION advertising; GENDER; ETHNICITY; ETHNICITY on television; STEREOTYPES
    • Subject Terms:
      NEW Zealand
    • Abstract:
      This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were over-represented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context. [ABSTRACT FROM AUTHOR]
    • Abstract:
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