Gender Representations in Advertising Narratives in The Republic of Serbia
Reprezentacije rodova u oglašivačkim narativima u Republici Srbiji
Abstract
Perceptions of gender roles are a result of socialization processes happening under the influence of diverse cultural factors. One of the strongest shaping forces in that context are mass media, and within them, advertising. In the executed research it is treated as a domain actively participating in the creation of cultural gender normative. Key research question is focused on gender representations in advertising. An ad is treated as a cultural text transferring not only commercial, but also wider cultural meanings. Content analysis applied to the selected advertising content broadcasted in the Republic of Serbia showed that quantitatively larger representation and visibility of women does not necessarily mean their actual greater significance. Some traditional patterns are changing. Other however are persisting. In areas like family, household and children care, advertising practices are evolving. More content shows both genders working together (caring for children, preparing food etc.). Men are represented as more active participants of family life. On the other hand, traditional pattern of representing women in the context of the body, beauty, physique is not changing much. They are more frequently in decorative and passive roles which is a dimension of representation nonexistent with men.
Apstrakt
Percepcije rodnih uloga rezultat su procesa socijalizacije koji se dešavaju pod raznovrsnim kulturnim uticajima. Jedan od najjačih oblikujućih faktora na tom putu su masovni mediji, i u okviru njih, oglašavanje. Ono se u sprovedenom istraživanju tretira kao domen koji aktivno učestvuje u kreiranju rodnih kulturnih normativa. Ključno istraživačko pitanje vezano je za reprezentacije rodova u oglasnim sadržajima. U fokusu je reklama kao kulturni tekst koji prenosi ne samo komercijalna, već i šira kulturološka značenja. Analiza sadržaja sprovedena na izabranom reklamnom sadržaju emitovanom u Republici Srbiji pokazala je da kvantitativno veća zastupljenost i vidljivost žena u reklamnim sadržajima ne znači i njihov suštinski veći značaj. Neki tradicionalni obrasci se menjaju, neki ipak uporno opstaju. U oblastima brige o porodici i domu, praksa se polako menja. Sve je više sadržaja u kojima su oba pola reprezentovana zajedno (brinu o deci, pripremaju hranu i sl.). Muškarci su predstavljeni u aktivnijim ulogama u porodici. Sa druge strane, tradicionalni obrazac reprezentacije žene u kontekstu tela, lepote, izgleda i sl. se ne menja. One su češće u ulogama koje su dekorativne i pasivne, što nije prisutno u reprezentaciji muškaraca.
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