Effect Of Gender And Gender Representation On Media

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The effect of gender and gender representation in media has been widely researched in various academic disciplines, including anthropology and communication studies. Similar gender role expectations are not just restricted to Western culture either. A study on gender representation in East Asian advertising by Michael Prieler is a demonstration of the influence of gendered communication. The research examines the male and female representation in the advertising of East Asian countries like Hong Kong, Japan, and South Korea. The common cultural background of Confucianism shapes gender relations because “the construction of gender and its meanings are based on their social context” (Prieler 31). In this research study, they find that the females in East Asian mass media are typically depicted as young, beautiful, and suggestively dressed homemakers. Traditional gender representations in advertising or on television may perpetuate gender stereotypes that place females at a lower level than their male counterparts, ultimately limiting the opportunities available to them. Similar findings are shown in “Engaging with Korean dramas: discourses of gender, media, and class formation in Taiwan” of Asian Journal of Communication. This study was conducted through in-depth, semi-structured interviews with twenty women at National Dong Hwa University in Taiwan. The research found that most genres of Korean dramas “deal with family and love [and] aim at women audiences” (Yang 64). It
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