DRAFT: This module has unpublished changes.
PROPOSAL

Research Question

How do college students percieve gender stereotypes in commercials?

 

Introduction

The purpose of my study is to understand how young men and women view commercials that encourage stereotyped gender roles. Some people may react differently to the gender bias present in the media.

 

Background

Although our society seems to be moving forward in terms of gender discrimination, it appears that commercials may have taken a step backwards in some areas from becoming gender neutral.  Oftentimes, television commercials exaggerate the difference between the role men and women play in society. Women are more likely to advertise clothes, beauty products, or be placed in an at-home setting for commercials. Men are seen representing objects like automobiles and electronics, stereotypically male products, and are placed in out-of-home settings doing leisurely activities, playing sports, and engaging in other stereotypically male activities.

 

Methodology

I will interview 4 people between the ages of 18 through 25, two males and two females. I will meet these people in a large urban university setting. I will record the conversations. I will show them two ads that encourage stereotyped gendered roles, one that encourages a female stereotyped role and one that promotes a male stereotyped role. After they watch the commercials I will ask them what did they generally think about the commercials, individually and in comparison to one another. I will ask them how the ad made them generally feel and what they disliked or liked about the ad. Furthermore, I will ask them what they think about the stereotype portrayed in the ad and if they compare the stereotype with themselves, how?

 

Researcher Stance

As a sophomore in high school, my history teacher showed the class how the gender discrimination still exists in television commercials today. I began to become more aware of the way companies advertised their products towards men and women, and understand their marketing strategies. Therefore, as a well-informed researcher, I feel like participants should be able to trust me in this study.

 

Conclusion

My main goal is to help consumers of products that are advertised in stereotyped ads to understand to sexist messages the company is endorsing. Also, by exploring the customers’ perceptions towards how their gender is represented we can better understand the effects, positive and negative, of media targeted at a certain demographic. Doing so may spread awareness of the gender bias that still exists within the media. 

DRAFT: This module has unpublished changes.