Dissertations and Theses @ UNI
Availability
Open Access Thesis
Keywords
Masculinity in advertising; Sex role in advertising; Television advertising--Social aspects; Academic theses;
Abstract
This study examines the portrayal of masculinity and the socialization patterns that can be found within television commercials. Television commercials' depiction of social members and their roles act as guides for social members in which they desire to portray during day to day social interactions and situations. Social members are generally unaware of this social phenomenon because they take for granted their social world and the logistics within it. While television commercials aim to create and encourage consumption, the purchasing of a product, service or event, television commercials also create and encourage social members to believe that these advertised items may contribute to gaining or maintaining social images, especially masculinity. A significant proportion of these images portrayed by television commercials are illustrations that display traditional hegemonic masculinity. The problematic issue deals with television commercials' depiction and reflection of images that aid in the oppressive and the discriminatory behavior towards other social members, while other forms of masculinity are not widely accepted by comparison. A manifest and a latent content analysis are used to research television commercials qualitatively. A total of 423 television commercials were recorded from four television networks, NBC, FOX, BET and ESPN and 14 television commercials were selected for analysis to uncover key components of hegemonic masculinity.
Year of Submission
2007
Degree Name
Master of Arts
Department
Department of Sociology, Anthropology, and Criminology
First Advisor
B. Keith Crew
Second Advisor
Phyllis Baker
Third Advisor
Dawn Rothe
Date Original
2007
Object Description
1 PDF file (102 leaves)
Copyright
©2007 Jonathan A. Hutchins
Language
en
File Format
application/pdf
Recommended Citation
Hutchins, Jonathan A., "Hegemonic Masculinity Within Television Commercials" (2007). Dissertations and Theses @ UNI. 3013.
https://scholarworks.uni.edu/etd/3013
Comments
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