Cross cultural study of gender portrayal in children - PowerPoint PPT Presentation

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Cross cultural study of gender portrayal in children

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Cross cultural study of gender portrayal in children s television commercials: Korea and Hong Kong Young Sook Moon Hanyang University & Kara Chan – PowerPoint PPT presentation

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Title: Cross cultural study of gender portrayal in children


1
  • Cross cultural study of gender portrayal in
    childrens television commercials Korea and Hong
    Kong
  • Young Sook Moon
  • Hanyang University
  • Kara Chan
  • Hong Kong Baptist University

2
  • Stereotypes in childrens advertising is believed
    to have potential impact on gender socialization,
    childrens views of themselves and other people
  • Gender role portrayal in advertising is well
    studied in some western countries
  • cross-cultural variation in gender stereotyping
    in children advertising was neglected

3
  • Many multinationals start to view Asian countries
    as a single regional market
  • ?fast development of communications
  • ?more flattening of income, education,
  • opportunity to travel and exposure to
    other
  • cultures
  • Asia is really a series of localized markets with
    their own characteristics
  • Korea and Hong Kong differ in
  • ?history, culture, language
  • ?advertising rules and regulations

4
Gender Socialization
  • Several theories to account for gender
    differences
  • ?cultural explanation established through
  • childhood socialization process
  • ?structural explanation arise from common
  • positions in social structures
  • ?social role theory men and women behave
  • according to the stereotypes associated
  • with social roles they occupy
  • (a more flexible perspective)

5
Hofstedes typology
  • Five cultural dimensions
  • ?individualism/collectivism
  • ?power distance
  • ?uncertainty avoidance
  • ?masculinity/femininity
  • ?long/short term orientation
  • This study focuses on the Masculinity/femininity
    dimension

6
  • Masculinity Index (MAS)
  • Korea Hong Kong
  • 39 57
  • Feminine Masculine

7
  • Research question
  • How does the gender portrayal differ in
    childrens commercials in Korea and Hong Kong?
  • ?preference for masculine or
  • feminine values in a culture
  • ?gender differentiation
  • (whether there is sharp distinction
    between
  • the roles of men and women)
  • Method Content analysis of TVC

8
Hypotheses
  • H1 Characters in commercials are more likely to
    be portrayed in relationships with others in
    Korea (feminine society) than in Hong Kong
    (masculine society)
  • H2 Characters are more likely to be portrayed in
    work situations in Hong Kong than in Korea.
  • H3 There will be more sex-role differences
    between male and female characters in Hong Kong
    than in Korea.

9
  • Sample
  • N345, unduplicated
  • ?Korea commercials of childrens
  • programming from KBS2, MBC and SBS
  • channels
  • ?Hong Kong 40 hours of childrens
  • programming from TVB-Jade and ATV-
  • home channels
  • Public services announcements, station
    identification and promotional messages were
    excluded

10
  • Two levels of coding
  • Each commercial, code
  • ?Product category, product user, sex of
  • voice-over, music, presence of central
  • characters, setting and reward type
  • Each central character (a child, adult, or
    cartoon human character appears most), up to two
    CCs, code
  • ?Character type, sex, age, role, employment
  • status, activity, and whether he/she is a
  • spokesperson
  • ?coded by two pairs of trained coders,
  • intercoder reliability ranged from 0.8 to
    1

11
Table 1. Sample profile (N345)
Hong Kong (N147)
Korea (N198)
Product category
Snack food
Drink
Toys and character toys
Fast food
Entertainment
Education tools and services
Medicine and personal goods
Others
Chi-square 32.7 plt0.001
12
  • Product user
  • Korean sample
  • ?12 (6.1) for male
  • ?14 (7.1) for female
  • ?172 (86.9) for both
  • Hong Kong sample
  • ?15 (10.2) for male
  • ?6 (4.1) for female
  • ?126 (85.7) for both
  • No significant difference

13
  • Voice over
  • Korean sample
  • ?82 (41.4) use male voice(s)
  • ?72 (36.4) use female voice(s)
  • ?16 (8.1) use male and female voices
  • ?28 (14.1) no voice over
  • Hong Kong sample
  • ?81 (55.1) use male voice(s)
  • ?29 (19.7) use female voice(s)
  • ?9 (6.1) use male and female voices
  • ?28 (19) no voice over

14
Central characters
  • Altogether 372 CC coded
  • Korean sample 109 male CC (48), 116 female CC
    (52)
  • Hong Kong sample 80 male CC (54), 67 female CC
    (46)
  • No significant difference

15
  • Relationship
  • Korean sample 137 (61) are in relationship
    roles, 88 (39) are in independent roles
  • Hong Kong sample 90 (61) are in relationship
    roles, 57 (39) are in independent roles
  • No significant difference, H1 rejected

16
Employment Status
  • Korean sample 18 (8) are in working roles, 207
    (92) are in non-working roles
  • Hong Kong sample 11 (8) are in working roles,
    136 (92) are in non-working roles
  • No significant difference, H2 rejected

17
Sex-role difference
  • Korean sample no significant difference in the
    roles, recoded roles, employment and sex of
    spokesperson, significant difference in the
    activities of CC
  • Hong Kong sample did not show great sex-role
    difference between male and female CC
  • H3 rejected

18
Results of hypotheses testing
Sign. level
Supported
H1 relationship
H2 employment status
H3 sex role differences
19
Discussion
  • A countrys gender failed to predict the gender
    role portrayals of relationships
  • Possible explanations
  • ?the standardization of advertising
    strategy in
  • the Asian Market
  • ?heavy use of celebrity endorsement in
  • childrens commercials in Korea
  • ?womens issues and rights are more in
  • concern in todays Korea
  • ?work roles are seldom featured as children
  • are not familiar with work

20
Conclusion Further Research
  • Concept of gender of nations needs further
    examination
  • Application of Hofstede to marketing and
    advertising research is subject to trial and
    error
  • The current study can be repeated for adults
    commercials to see if there is any difference
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