Gender Role Stereotyping in Radio Advertisements: A Portuguese and Cross-national Analysis
Most previous research into gender role stereotypes in the mass media hasconcentrated on television or print. Using content analysis, gender role
stereotyping in radio commercials was examined. The goals of the study
were to: (1) provide current data on level and content of gender stereotyping
in Portuguese radio advertising; (2) compare levels of stereotyping in three
countries. One hundred and sixty six advertisements were content analyzed
into nine categories referring to the central figure, credibility, role, location,
argument, reward, product, accent, and narrator. As previously found, male
and female characters were portrayed in different ways particularly on
credibility (males as authorities, females as users), role (males as celebrities/
narrator, females as dependent), location (males in occupational setting more
than females), and narrators (females as characters more than males). The
patterns of bias in Portuguese radio commercials are consistent with, though
less marked than, those in television commercials. Concerning the cross-
national analysis, results showed more similarities than differences.
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