Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising

Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.     

Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials

This study investigated the role that age plays in gender portrayals in contemporary television commercials. A content analysis of 2,315 characters appearing in commercials aired during a composite week of prime-time programming on 6 major broadcast networks was conducted. The study compared images of female participants from childhood through the senior years to identify the extent to which female members of different age groups replicate conclusions drawn about images of females-in-general in advertising. The study also contrasted images of female characters from different age groups with their same-age male counterparts to shed additional light on the complexity of gender portrayals in prime-time commercials. The findings indicate significant differences among same-age gender portrayals and same-gender age portrayals. Results are interpreted within a social cognitive theory framework and directions for future research are articulated.     

Depictions of Gender on Primetime Television: A Quantitative Content Analysis

To document current portrayals of women and men on primetime television, a quantitative content analysis was conducted. A 1-week composite of primetime television programming across 9 broadcast and cable networks was randomly sampled, yielding 89 programs and 1,254 characters. Consistent with prior findings, women were significantly underrepresented on primetime TV when compared with men. Analyses examined representations of gender in the realms of occupation, aggression, sexualization, and stereotypically masculine and feminine attributes, with comparisons drawn across different age groups. Contrary to popular belief, these findings suggest that the current state of primetime television does not represent a “golden age” for women. Although it appears that some gender stereotypes have declined when compared to previous decades, others (e.g., dominant men, sexually provocative women) have persisted. Implications are discussed in terms of cultivation and social cognitive theories.     

Portrayals of Women in Transnational Arab Television Drama Series

This content analysis of 15 Arabic and 3 Turkish drama serials on transnational Arab television examined the gender portrayals of characters. The analysis of 743 characters found that women were underrepresented, less likely to have recognizable jobs, and more likely than men to be portrayed in sex-typed occupations, activities, and settings. The analysis also revealed that programs with female writers were significantly less gender stereotypical. Moreover, differences were found among the producing Arab countries in terms of the portrayals of women; conservative countries had more sex-typed portrayals than the more liberal Arab countries, whereas Turkish programs had similar portrayals to Arabic programs produced in the liberal Arab states. The general findings are discussed in comparison to U.S. programming, and in relation to selective exposure, identification with characters, and potential effects on Arab viewers' gender role beliefs.     

World of work on TV: Ethnic and sex representation in TV drama

On the pages which follow, authors Seggar and Wheeler explore the increasing use of minority group members in network television programming. They focus on a sample period in 1971 to show variances in dramatic portrayals of minority versus white American roles. Dr. Seggar received his Ph.D. from Kentucky in 1968 and has since taught at Brigham Young University where he is now associate professor of sociology. Ms. Wheeler received her MA in sociology at BYU in 1971. An earlier version of this paper was first presented at the 1972 convention of the Association for Education in Journalism.     

Effects of Violence Against Women in Popular Crime Dramas on Viewers' Attitudes Related to Sexual Violence

This study analyzes portrayals of female and male superheroes in children's cartoons. Specifically, this study investigated whether or not animated superheroes were portrayed in gender-role stereotypical ways. Coders analyzed 70 characters from 160 hours of recorded programming. Surprisingly, the researchers found few instances of traditional gender-role stereotyping. However, a trend toward defining “superheroics” in strictly traditional masculine terms was noted. Various media theories are used to discuss the potential effects of these portrayals.     

Content Analysis of the Portrayal of White Characters in Black Films Across Two Decades

Race and media research in the United States emphasizes the representations of ethnic minorities in mainstream media. These sometimes-poor representations of minority groups have implications for social attitudes. However, social groups are defined in relation to one another, and race specifically is a hierarchical category with Whites positioned above. Some scholars suggest that whiteness has meaningful implications for Whites’ racial identity formation. Yet little empirical attention has been given to the portrayals of Whites in racially targeted or ethnic-oriented media, where whiteness is most conspicuous. This study uses social identity theory and critical race theories to examine the portrayals of Whites in Black films. We conduct a content analysis of 32 Black-oriented films spanning two decades. We argue that such investigations (a) position race-oriented films as necessary sites for understanding racial discourse and (b) shed insight into how ethnic media creators may use film as a platform to accept or resist dominant ideologies.     

Content analysis of shyness portrayals in television advertising

This study tested the hypotheses that shyness is under‐represented in television advertising and that among shy characters, women and children are over‐represented. Network commercials were content‐analyzed for their characterizations of inhibited behaviors. Results indicated that shyness was rarely exhibited and, within the shy portrayals, men and children were more likely to be depicted as shy.     

The Spiral of Violence: Equity of Violent Reprisal in Professional Wrestling and its Dispositional and Motivational Features

Though lacking empirical evidence, professional wrestling has been criticized for portraying excessive violence in harmful contexts. This study focused on the equity of violent reprisal perpetrated by liked versus disliked protagonists with socially sanctioned or unsanctioned motives. Results of a quantitative content analysis show that most violent interaction sequences were over-retributive. Violence that was not part of match competition was routinely initiated for normatively unsanctioned motives and showed predominant patterns of escalating violent retribution. These patterns held across perpetrator disposition. Thus, liked characters regularly aggressed for normatively unacceptable reasons. The consequences of these portrayals are discussed.     

Television use,stereotypes of African Americans and opinions on affirmative action: An affective model of policy reasoning

This paper proposes and tests an affective model of policy reasoning with television use as a first stage variable in a heuristic causal chain. We predict that TV use leads to affect which then leads to opinions on related issues. We test the power of the model to explain how citizens make up their minds regarding government policies on affirmative action, with stereotypes of African Americans as the second stage, affective variable. Data from White college students indicate that there was good fit (non‐significant chi‐squares) for the model. The paths explaining the most variance were those from perceived negative TV attributes to stereotypes, and stereotypes to opinions. Perceptions of negative TV portrayals predicted negative stereotypes, which predicted opposition to affirmative action policies. Implications for media use and heuristic reasoning models are discussed.     

Representations of Interpersonal Interaction and Race/Ethnicity: An Examination of Prime-Time Network Television Programs

Racial and ethnic relations in America are a form of social interaction about which changing perceptions could have important consequences. Current research examining the nature of discrete social interaction situations in entertainment content on television is lacking. This study was conducted with the objective of obtaining an updated account of the state of interpersonal interaction portrayals between characters of different racial/ethnic backgrounds in popular prime time programs on broadcast television. Specifically, we analyzed prime-time television program content on 4 major U.S. broadcast networks. Findings are interpreted via a media priming framework.     

Evening the Score in Prime Time: The Relationship Between Behind-the-Scenes Women and On-Screen Portrayals in the 2002-2003 Season

Using situation comedies and dramas airing on the 6 broadcast networks in the 2002-2003 prime-time season, this study analyzed employment of women behind the scenes and more equitable portrayals of female and male characters. In 78 separate tests, the employment of one or more women writers, creators, or executive producers was associated with reduced on-screen gender differences in leadership, occupational power, and goal-seeking behavior, when compared to programs with all-male writers, creators, and executive producers. In 5 of 9 tests, no statistically significant gender differences regarding leadership, occupational power, and goal-seeking behavior were found when women were present behind the scenes.     

The Occupational Roles of Women and Ethnic Minorities on Primetime Television in Belgium: An Analysis of Occupational Status Measurements

In this study, we investigate differences in occupational status between women and men, and between ethnic minority and majority members, by means of a content analysis of Belgian prime-time television in 2013. We evaluate the accuracy of these television portrayals using interreality comparison strategies. Results indicate that although in television content women obtain higher average scores for occupational status than men, this is mainly due to the underrepresentation of women in low-status occupations. Although previous studies focused on the absence of women in high-status jobs, this analysis shows for the first time that women are also absent in low-status manual and industrial jobs. Ethnic minorities have lower average scores for occupational status. Moreover, interaction terms made clear that this especially holds for female ethnic minorities, suggesting that mechanisms of intersectionality are at play. In general, the labor world as portrayed on television diverges strongly from the real labor world.     

Self-Absorbed,Dangerous, and Disengaged: What Popular Films Tell Us About Teenagers

An overwhelming number of American adults have negative impressions of teenagers. Mass media may play a role in these impressions. This article describes results from a content analytic study of images of teenagers in recent popular films aimed at discerning how they are typically depicted. This study inquired about portrayals of teens' behaviors, motivations, and relationships with their parents. The results indicate that modern Hollywood films featuring youth promote an image of teenagers as self-absorbed, violent, disconnected from parents, and disengaged from civic life. Racial and gender stereotyping of teen characters is also evident. Altogether, the image of teens constructed by recent, popular films likely reinforces adults' negative views and possibly works to distance adults from teens.     

Civilizing Prime Time: Gender and Conflict Resolution in the 2004–05 Season

Using a sample of 129 situation comedies, dramas, and reality programs airing during the 2004–05 prime-time season on the broadcast networks, this study examined the relationship between the gender of storytellers and on-screen portrayals of conflict resolution. The study found that the employment of at least one woman storyteller was related to the more equitable use of conflict resolution strategies and more “civilized” conflict resolution strategies among characters.     

College students’ perceptions of television portrayals of Hispanics

Based on questionnaire responses from 381 undergraduate students, this study sought to examine perceptions of Hispanics on television. Results revealed that college students perceive Hispanics portrayals on television are mainly stereotypical and often highlight negative perceptions (e.g., lazy and ill-tempered). Students regarded Hispanics to be hardworking and to prioritize culture. Perceptions of Hispanic men were mainly controlling figures and Hispanic women were mostly caretaking characters. These findings suggest that television can affect the way college students view and possibly communicate with Hispanics.     

Books received

A self-administered survey of 202 African American respondents examined the relationship among Black images in the media, perceived public perception of the in-group, and endorsement of affirmative action. Based on the literature on coping and group threats stemming from social identity, the study hypothesized that perceived negative Black images predicted coping responses among Black respondents. Negative evaluation of Black media images predicted perceived lower level of public perceptions of Blacks, which was in turn related to greater endorsement of affirmative action. The possible role of minority media portrayals in our racial environment was also discussed.     

Stereotyped Identification: How Identifying with Fictional Latina Characters Increases Acceptance and Stereotyping

This article applies the concept of stereotyped identification—the idea that cognitively and emotionally identifying with fictional minority characters can simultaneously increase acceptance of minorities while reinforcing stereotypes about how they look, act, and talk—to the context of Latina television characters. Specifically, we employed a national survey measuring participants’ exposure to Latina TV characters; levels of identification with TV characters; and attitudes toward, and stereotypes about, Latinas. Results are consistent with the prediction that through identification, exposure to Latina TV characters is related to more favorable feelings toward Latinas, as well as higher levels of stereotyped views of Latinas as sexualized and melodramatic.     

Sexual and Violent Imagery in Movie Previews: Effects on Viewers' Perceptions and Anticipated Enjoyment

Two experiments were conducted to explore the contributions of sexual and violent images contained in movie previews on viewers' anticipated perceptions and enjoyment of previewed films. In neither study were portrayals of sex or violence directly associated with greater anticipated enjoyment. However, both studies provided evidence that sexual and violent portrayals may indirectly enhance viewers' enjoyment via perceptions of heightened suspense (Study 1) or heightened humor (Study 2). These results are discussed in terms of viewers' responses to media images of sexuality and violence, and the importance of these portrayals in the marketing of motion pictures.     

Television Doctors: An Analysis of Physicians in Fictional and Non-Fictional Television Programs

Although fictional television traditionally has portrayed doctors positively, recent fictional programming appears to portray physicians in a less positive manner. It has also been suggested that these images may conflict with depictions of doctors found on non-fictional television. A content analysis conducted here indicates that television's physician portrayals are less positive than they were in 1992, contemporary genres differ in their physician depictions, and television's doctor portrayals do not differ according to sex or race.