SEX AND AGE-RELATED PERCEPTION OF GENDER STEREOTYPES IN THE MEDIA AND ADVERTISING

[...]Pearson Chi-Square Coefficient has a value of 3.651, insignificant at the threshold of 0.455. [...]there are not significant differences between sex category, in terms of their response to the third poster: "a man holding a baby in his arms". If the first commercial interpretation see...

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Bibliographic Details
Published inAcademica Science Journal. Psychologica Series no. 6; p. 42
Main Authors Moraru, Adela, Zetes, Valentina
Format Journal Article
LanguageEnglish
Published Targu Mures Dimitrie Cantemir University of Targu Mures 01.01.2015
Subjects
Behavior
Families & family life
Females
Gender identity
Hypotheses
Men
Older people
Perceptions
Sex roles
Sexes
Society
Stereotypes
Television programs
Women
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Summary:[...]Pearson Chi-Square Coefficient has a value of 3.651, insignificant at the threshold of 0.455. [...]there are not significant differences between sex category, in terms of their response to the third poster: "a man holding a baby in his arms". If the first commercial interpretation seems more socially acceptable by both sexes, the second commercial, that attribute to wine exclusively masculine qualities, it is perceived as discriminatory, alike, by all the participants, even offering egalitarian suggestions amending its contents (eg. a romantic evening together, in which both partners consumed from the chosen wine). [...]we confirmed the last two hypotheses, which claim that the presentation of some advertisements or posters compliant to gender stereotypes may cause, through awareness, a critical attitude towards them.
ISSN:2285-8083
2285-8849