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Manusya, Journal of Humanities

Publication Date

2021

Abstract

The research objective is to examine the similarities and differences of gender and working roles in Japanese and Thai television commercials. The research methodology focuses on content analysis. Seven hundred and sixty advertisements shown during 2016 in Japan and Thailand were analyzed. As a result, this comparative content analysis suggests a possible reversal from traditional patterns in the literature. Though the proportion of working women in Thailand is higher than the proportion in Japan, the proportions of working women in Japanese and Thai television commercials are insignificantly different. Moreover, this research result reveals the new appearance of non-stereotypical gender images in terms of the type of gender and working roles in commercials in these two Asian nations. These research findings support the supposition of a decrease in gender stereotyping in advertisements and suggest progress in stereotyped portrayals in advertising.

DOI

10.1163/26659077-24030005

First Page

355

Last Page

372

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