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Gender Messages in Television Commercials Aired on Disney Junior Channel

Bocicor, Mirela Alina
http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455

Abstract Details

2019, Master of Arts, University of Toledo, Sociology.
To determine whether toy commercials challenge the conventional gender roles, this study analyzes the ads based on the overall action and play, language, gendering of the toys and the way the female characters interact with the advertised toys and the other characters. Toy commercials aired from September 1st to September 7th, 2018, on Disney Junior channel were content analyzed. The sample consists of 25 commercials, out of which 18 ads feature girls only and 7 ads feature boys and girls. To determine the gender orientation of the toys, this study developed a coding scheme, based on two existing studies. This analysis found that the majority of the toy commercials aired on Disney Junior channel promote the traditional gender role stereotypes and all children featured in the analyzed commercials are shown playing with gender appropriate toys. The female characters are showed playing mainly indoor, involved in group oriented and static type play. When involve in competitive type of play, girls are never showed winning, while in most of the commercial at least one boy in featured celebrating a win. The commercials use more stereotypical distinctive language styles in the ads where girls play together, then in the commercials when girls play with boys.
Barbara Coventry (Committee Chair)
Dwight Haase (Committee Member)
Monita Mungo (Committee Member)
63 p.
Sociology
Gender, Stereotypes, Toys, Disney Junior

Recommended Citations

Citations

  • Bocicor, M. A. (2019). Gender Messages in Television Commercials Aired on Disney Junior Channel [Master's thesis, University of Toledo]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455

    APA Style (7th edition)

  • Bocicor, Mirela Alina. Gender Messages in Television Commercials Aired on Disney Junior Channel. 2019. University of Toledo, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455.

    MLA Style (8th edition)

  • Bocicor, Mirela Alina. "Gender Messages in Television Commercials Aired on Disney Junior Channel." Master's thesis, University of Toledo, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455

    Chicago Manual of Style (17th edition)

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This open access ETD is published by University of Toledo and OhioLINK.