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Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements
Title
Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements.
Creator
Persaud, Subriena, Grauerholz, Elizabeth, Carter, Shannon, Huff-Corzine, Lin, University of Central Florida
Abstract / Description
This study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services....
Show moreThis study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services. Results of the analyses showed that there were more male, Caucasian characters than any other character type based on gender and race/ethnicity. Females were mainly characterized according to traditional stereotypes, such as being linked to the home and expressing emotions. On the other hand, males were most often presented outdoors and conveyed confidence. Overall, the advertisements targeted upper class, Caucasian males while technology itself was associated with power, speed, and progress. These findings have important implications for understanding the persistence of gender inequality in the field of technology and in existing cultural beliefs surrounding gender and technology.
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Date Issued
2014
Identifier
CFE0005228, ucf:50580
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005228
Use Lautz Bros. & Co's soaps
Title
Use Lautz Bros. & Co's soaps.
Date Created
1880s
Identifier
DP0015444
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015444
Darkie toothpaste
Title
Darkie toothpaste.
Date Created
1900s
Identifier
DP0015463
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015463
fortune teller
Title
The fortune teller.
Creator
Brewer, Edward V.
Date Created
1921
Identifier
DP0015497_a
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015497_a
Howe Scales Co. Tradecard
Title
Howe Scales Co. Tradecard.
Date Created
1840s
Identifier
DP0015387
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015387
Knox's gelatine
Title
Knox's gelatine.
Date Created
1920s?
Identifier
DP0015493
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015493
Aunty
Title
Aunty.
Date Created
1940s
Identifier
DP0015368
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015368
Baker's Delight Baking Powder
Title
Baker's Delight Baking Powder.
Identifier
DP0015375
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015375
"Topsies" and "Evas"
Title
"Topsies" and "Evas".
Creator
Woody, Elizabeth, Muray, Nickolas
Date Created
1940
Identifier
DP0015370
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015370
Seal of North Carolina
Title
Seal of North Carolina: Smoking Tobacco Marburg Bros.
Date Created
1840-1880
Identifier
DP0015388
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015388
"Dis sho' am good"
Title
"Dis sho' am good".
Identifier
DP0015342
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015342
Excelsior
Title
Excelsior: Ready mixed paints.
Date Created
1891
Identifier
DP0015449
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015449
Sapolio
Title
Sapolio.
Date Created
1882
Identifier
DP0015446
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015446
Smith & Buckley
Title
Smith & Buckley.
Date Created
1879
Identifier
DP0015441
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015441
Dixieland brand christian and cockrill
Title
Dixieland brand christian and cockrill.
Date Created
1940s
Identifier
DP0015353
Format
Image (JPEG)
PURL
http://purl.flvc.org/ucf/fd/DP0015353
Does yer Cotch on?
Title
Does yer Cotch on?.
Date Created
1888
Identifier
DP0015367
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015367
Max Stadler & Co., Leading Clothiers
Title
Max Stadler & Co., Leading Clothiers.
Date Created
1884
Identifier
DP0015447
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015447
Topsy's matchbook
Title
Topsy's matchbook.
Date Created
1930s-1950s
Identifier
DP0015369
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015369
We never fade!!
Title
We never fade!!.
Date Created
1880s
Identifier
DP0015443
Format
Set of related objects
PURL
http://purl.flvc.org/ucf/fd/DP0015443
Sapolio, Enoch Morgan & Sons
Title
Sapolio, Enoch Morgan & Sons.
Date Created
1880s
Identifier
DP0015445
Format
E-book
PURL
http://purl.flvc.org/ucf/fd/DP0015445

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