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Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements

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Date Issued:
2014
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. 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.
Title: Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements.
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Name(s): Persaud, Subriena, Author
Grauerholz, Elizabeth, Committee Chair
Carter, Shannon, Committee Member
Huff-Corzine, Lin, Committee Member
, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2014
Publisher: University of Central Florida
Language(s): English
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. 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.
Identifier: CFE0005228 (IID), ucf:50580 (fedora)
Note(s): 2014-05-01
M.A.
Sciences, Sociology
Masters
This record was generated from author submitted information.
Subject(s): Gender -- Marketing -- Technology -- Advertisements -- Content Analysis
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0005228
Restrictions on Access: public 2014-05-15
Host Institution: UCF

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