Abstract
Bu
çalışma, televizyon reklamlarında yer alan çocuk karakterleri cinsiyet davranış
kalıpları çerçevesinde inceleyerek çocuk karakterlerin cinsiyetlerine göre
hangi tür davranış kalıplarıyla resmedildiğini betimlemeye yöneliktir.
Araştırmada analiz edilen televizyon reklamlarına, youtube.com internet sitesi
aracılığı ile “çocuk ve reklam” anahtar kelimeleri kullanılarak ulaşılmıştır.
Sorgu sonrasında ulaşılan reklamlar, görüntüleme sayısına göre filtrelenmiş ve
en fazla izlenen reklamlara ulaşılmıştır. Bu çerçevede, araştırmada analiz
edilmek üzere listedeki ilk 100 televizyon reklamı, belirlenen kriterler
çerçevesinde ön elemeye tabi tutulmuştur. Nihayetinde, tekrar eden reklamların
da elenmesiyle 76 adet televizyon reklam spotu araştırmaya dahil edilmiştir.
Veriler, televizyon reklamlarından içerik analizi tekniği ile toplanarak, analize
hazırlanmıştır. Öncelikle frekans ve yüzdeler belirlenerek yorumlanmış,
ardından çapraz tablo ve Kendal-Spearman korelasyon testleriyle değişkenler
arasındaki ilişkiler ifade edilmiştir. Ayrıca, değişkenlerin birbirlerine göre
farklılaşıp farklılaşmadığını anlamak amacıyla Kruskal Wallis tek yönlü varyans
analizinden yararlanılmıştır. Elde edilen bulgulara göre, televizyon
reklamlarında yer alan çocuk karakterlerin sergilediği cinsiyet stereotipleri;
ürün kategorisi, dışses cinsiyeti, hareketlilik, fayda türü gibi reklamın
sunuluş biçimlerine göre istatistiksel olarak farklılaşmaktadır. Reklamlardaki
erkek karakterler daha güçlü ve yönlendirici, kız karakterler ise uyma ve boyun
eğme davranışlarıyla birlikte yansıtılmışlardır. Ayrıca, yaş düzeyi ilerledikçe
televizyon reklamlarında kız çocukların gösterilme oranı düşmektedir.
References
- Archer, D., Iritani, B., & Kimes, D. (1983). Face-isms: Five studies of sex differences in facial prominence . Journal of Personalityand Social Psychology(45), 725-735. Belknap, P., & Leonard, W. (1991). A conceptual replication and extension of Erving Goffman's study of gender advertisements. Sex Roles, 3-4(25), 103-118. Bell, P., & Milic, M. (2002). Goffman’s Gender Advertisements revisited: combining content analysis with semiotic analysis. Visual communication, 2(1), 203-222. Böke, K. (2011). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Alfa Yayınları. Bretl, D. J. (1988). The Portrayal of and Women in U.S. Television Commercials: A Recent Content Analysis and Trends Over 15 Years. Sex Roles, 8(10), 595-608. Browne, B. A. (1988). Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis. Journal of Advertising, 27(1), 83-96. Büyüköztürk, Ş., Kılıç, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2008). Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi. Coltrane, S., & Adams, M. (1997). Work–family imagery and gender stereotypes: Television and the reproduction of difference. Journal of vocational behavior, 2(50), 323-347. Durkin, K. (1984). Children's accounts of sex-role stereotypes in television . Communication research, 3(11), 341-362. Durmuş, B., Yurtkoru, S., & Çinko, M. (2016). Sosyal Bilimlerde SPSS'le Veri Analizi (6 b.). İstanbul: Beta. Furnham, A. &. (2005). Gender-role stereotyping in adult and children's television advertisements: A two-study comparison between Great Britain and Poland. Communications, 1(30), 73-90. Furnham, A., Abramsky, S., & Gunter, B. (1997). A Cross-Cultural Content Analysis of Children‟s Television Advertisements. Sex Roles, 2(37), 91-99. Gauntlett, D. (2008). Media, gender and identity: An introduction. London and New York , USA and England: Routledge. Goffman, E. (1976). Gender display. E. Goffman içinde, Gender advertisements (s. 1-9). Macmillan Education UK. Gökçearslan, A. (2010). The effect of cartoon movies on children's gender development. Procedia Social and Behavioral Sciences (2), 5202-5207. Kalan, Ö. G. (2010). Reklamda çocuğun toplumsal cinsiyet teorisi bağlamında konumlandırılışı:‘kinder’reklam filmleri üzerine bir inceleme. İstanbul Üniversitesi İletişim Fakültesi Hakemli Dergisi, 1(38), 75-89. Katz, P., & Boswel, S. (1986). Flexibility and traditionality in children's gender roles. Genetic, Social, and General Psychology Monographs(112), 103-547. Looney, G. (1971). Television and the child: What can be done. American Academy of Pediatrics. Nam, K., Lee, G., & Hwang, J. (2011). Gender stereotypes depicted by Western and Korean advertising models in Korean adolescent girls’ magazines. . Sex Roles, 3-4(64), 223-237. Popova, D. (2010). Gender stereotypes in advertising. 01 20, 2017 tarihinde Open Access Infrastructure in Europe: http://research.bfu.bg:8080/jspui/handle/123456789/104 adresinden alındı Rolandelli, D. R. (1991). Gender role portrayal analysis of children's television programming in Japan. Human Relations, 12(44), 1273-1299. Uluyağcı, C., & Yılmaz , R. (2007). Televizyon reklamlarında çocuğa ilişkin toplumsal cinsiyet rollerinin sunumu. İLETİ-Ş-İM, 6(6), 141-157. Villani, S. (2001). Impact of media on children and adolescents: a 10-year review of the research . Journal of the American Academy of Child & Adolescent Psychiatry, 4(40), 392-401. Zantides , E., & Zapiti , A. (2011 ). Children’s Representation in Advertising: A Content Analytic Look. International Journal of Humanities and Social Science , 1(20), 48-54.
Abstract
The aim of this study is to
examine the child characters in television advertisements in terms of gender
behavior patterns. For this purpose, we tried to determine what kinds of
behavior patterns are depicted according to the genders of child characters.
Television advertisements that are analyzed in the research have been gathered
by using the keyword "children and advertising" via the youtube.com
website. Ads reached after the query have been filtered by the number of views
and reached the most viewed ads. In this frame, the top 100 television
commercials to be analyzed in the survey were subjected to the preliminary
process within the framework of the criteria set. Finally, 76 television ad
spots were included in the search by eliminating repetitive ads. The data were
collected from TV advertisements by using content analysis technique and coded
and analyzed in SPSS 15.0 program. Firstly, frequency and percentages are
determined and interpreted, then relations between variables are expressed by
cross table and Kendall-Spearman correlation tests. In addition, we used
one-way analysis of variance test to understand whether the variables varied
with each other. Gender stereotypes exhibited by children characters in
television commercials become divergent according to product category,
outsourced sex, mobility, utility type. The male characters in the
advertisements were stronger and more directive, while the female characters
were reflected along with their compliance and submission behaviors. Also, as
age progresses, the rate of girls depicted in television commercials decreases.
References
- Archer, D., Iritani, B., & Kimes, D. (1983). Face-isms: Five studies of sex differences in facial prominence . Journal of Personalityand Social Psychology(45), 725-735. Belknap, P., & Leonard, W. (1991). A conceptual replication and extension of Erving Goffman's study of gender advertisements. Sex Roles, 3-4(25), 103-118. Bell, P., & Milic, M. (2002). Goffman’s Gender Advertisements revisited: combining content analysis with semiotic analysis. Visual communication, 2(1), 203-222. Böke, K. (2011). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Alfa Yayınları. Bretl, D. J. (1988). The Portrayal of and Women in U.S. Television Commercials: A Recent Content Analysis and Trends Over 15 Years. Sex Roles, 8(10), 595-608. Browne, B. A. (1988). Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis. Journal of Advertising, 27(1), 83-96. Büyüköztürk, Ş., Kılıç, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2008). Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi. Coltrane, S., & Adams, M. (1997). Work–family imagery and gender stereotypes: Television and the reproduction of difference. Journal of vocational behavior, 2(50), 323-347. Durkin, K. (1984). Children's accounts of sex-role stereotypes in television . Communication research, 3(11), 341-362. Durmuş, B., Yurtkoru, S., & Çinko, M. (2016). Sosyal Bilimlerde SPSS'le Veri Analizi (6 b.). İstanbul: Beta. Furnham, A. &. (2005). Gender-role stereotyping in adult and children's television advertisements: A two-study comparison between Great Britain and Poland. Communications, 1(30), 73-90. Furnham, A., Abramsky, S., & Gunter, B. (1997). A Cross-Cultural Content Analysis of Children‟s Television Advertisements. Sex Roles, 2(37), 91-99. Gauntlett, D. (2008). Media, gender and identity: An introduction. London and New York , USA and England: Routledge. Goffman, E. (1976). Gender display. E. Goffman içinde, Gender advertisements (s. 1-9). Macmillan Education UK. Gökçearslan, A. (2010). The effect of cartoon movies on children's gender development. Procedia Social and Behavioral Sciences (2), 5202-5207. Kalan, Ö. G. (2010). Reklamda çocuğun toplumsal cinsiyet teorisi bağlamında konumlandırılışı:‘kinder’reklam filmleri üzerine bir inceleme. İstanbul Üniversitesi İletişim Fakültesi Hakemli Dergisi, 1(38), 75-89. Katz, P., & Boswel, S. (1986). Flexibility and traditionality in children's gender roles. Genetic, Social, and General Psychology Monographs(112), 103-547. Looney, G. (1971). Television and the child: What can be done. American Academy of Pediatrics. Nam, K., Lee, G., & Hwang, J. (2011). Gender stereotypes depicted by Western and Korean advertising models in Korean adolescent girls’ magazines. . Sex Roles, 3-4(64), 223-237. Popova, D. (2010). Gender stereotypes in advertising. 01 20, 2017 tarihinde Open Access Infrastructure in Europe: http://research.bfu.bg:8080/jspui/handle/123456789/104 adresinden alındı Rolandelli, D. R. (1991). Gender role portrayal analysis of children's television programming in Japan. Human Relations, 12(44), 1273-1299. Uluyağcı, C., & Yılmaz , R. (2007). Televizyon reklamlarında çocuğa ilişkin toplumsal cinsiyet rollerinin sunumu. İLETİ-Ş-İM, 6(6), 141-157. Villani, S. (2001). Impact of media on children and adolescents: a 10-year review of the research . Journal of the American Academy of Child & Adolescent Psychiatry, 4(40), 392-401. Zantides , E., & Zapiti , A. (2011 ). Children’s Representation in Advertising: A Content Analytic Look. International Journal of Humanities and Social Science , 1(20), 48-54.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | April 10, 2018 |
| Submission Date | June 8, 2017 |
| Published in Issue | Year 2018 Volume: 6 Issue: 1 |
