Cinsiyete bağlı toplumsallaşmada televizyonun rolü: reklamların içerik çözümlemesi
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- Tez No: 37201
- Danışmanlar: PROF.DR. AYSEL AZİZ
- Tez Türü: Yüksek Lisans
- Konular: Radyo-Televizyon, Sosyoloji, Radio and Television, Sociology
- Anahtar Kelimeler: Reklamlar, Sosyalleşme, Televizyon, Advertisements, Socialization, Television
- Yıl: 1994
- Dil: Türkçe
- Üniversite: Ankara Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
SUMMARY: Work in recent years has focused on how gender stereotypes affect people's interpretation of men's and women's behavior, information about the roles that men and women hold can affect the nature of the stereotypes that people express. Even though one can find few gender differences in infants, behavior is clearly gender typed in some respects by the time children reach nursery-school age. How do these differences come about? Although biological factors may play a part, learning is paramount. But how does this learning occur? Are parents and other adults and factors important in this process through rewarding or serving as models of gender-typed behavior? Or does gender typing arise from children's own understandings of their sex group and its expected behaviors? The major purpose of this study is to examine the outline of this developing synthesis and show how it can be used to help understand various aspect of gender development. Television provides a powerful set of standards for behaviors. Several studies have shown that television can teach different kinds of social behavior related to sex- roles. Learning sex-differentiated behavior forms a person's psychological sex or gender role. A secondary objective of the study is content analysis of Turkish advertising to examine the portrayal of men and womens' roles. Socialization studies show a positive relationship between exposure to sex- stereotyped media content and stereotypical perceptions, attitudes, and behaviors. This study including of past research has shown consistent finding with respect to sex-role learning and sex-role portrayals on television commercials. The analysis has shown that there are number of important differences in images of women and men portrayed in the commercials: Female characters reflect an inadequate representation of women in the labor force. They are less apt to be assigned 124major roles; they are less likely to work; and when they do work, not only are their opportunities limited, but they are assigned less prestigious and socially meaningful occupations. Females appear to be upholding many of the traditional roles and appear more in female-oriented commercials, and very rarely as the voice-over. Male characters, on the other hand, appear more frequently in commercials oriented towards either sex, are used almost exclusively as the voice-over, and are portayed in roles independent of others. As a group male characters are portrayed as stronger, more independent, and more active than females. Male characters' credibility is based more on authority relative to females whose credibility comes from being user of the products being advertised. The possibility that these characteristics will influence the sex role attitudes and behaviors of viewers provide even more cause of concern. 125
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