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Abstract
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This study examines the way female and male models are portrayed in magazine advertisements. Specifically, we focus on differences in sex role stereotyping, sexual display of the body, and violent imagery. Data were collected from a stratified random sample of magazines displaying fashion and fitness advertisements (N = 254). Findings from the analysis show that females are more likely than males to be placed in submissive positions, sexually displayed, and subjects of violent imagery. Sexual display and violent imagery measures are the strongest predictors of subjective level of exploitation.
VioLit summary:
OBJECTIVE:
This goal of this study by Rudman and Verdi was to compare the portrayal of male and female models in advertising and to analyze the subjective levels of exploitation.
METHODOLOGY:
The authors conducted a quasi-experimental study. The dependent variables were level of exploitation and the subjective perception of exploitation in advertisements. The authors documented the following: 1) How female and male models differed in the kind of emotional, violent and physical imagery, 2) What types of female and male relationships were promoted, 3) How the degree of exploitation differs for female and male models, and 4) How objective measures of exploitation (sex role stereotyping, sexual display and violent images) effected the predictions of perceived levels of exploitation. The level of exploitation was assessed by looking at the degree of sex role stereotyping, sexual exploitation, and violent images that were presented as acceptable behavior.
The authors utilized a stratified random sample of fitness and fashion magazines to collect data for this study. Eight types categories of magazines from May 1992 were examined: female fashion, male fashion, female fitness, male fitness, foreign fashion, black fashion, women of size and young adult fashion. A list for each area was developed from a minimum of three magazines per category. Then, the authors comprised the sample by randomly selecting one magazine to represent each category. Next, a random start point and skip sequence were used to select advertisements from each magazine in the sample. A total of 254 advertisements were selected (no more than 50 were selected from each magazine). Advertisements were divided into three sub-types: those containing both female and male models, those containing only female models, and those containing only male models.
The authors examined the advertisements with content analysis and coding for eight objective and one subjective measure. Measures of behavior and type of relationship were used to examine sex role stereotyping. Measures of body type, cosmetics and attire, and posturing were used to examine sexual exploitation. Measures of placement, dismemberment and emotional display were use to examine violent imagery. In contrast to the above objective measures, the subjective measure of exploitation was obtained from independent ratings of 0 to 8 (0 was the least exploitative and 8 was the most).
A female and a male coder were used to address inter-rater reliability. The two coder's results for each advertisement were compared for discrepancies. The coders completely agreed for 85% of the sample. In the case of a disagreement, the lower code for exploitation was used. Descriptive statistics and multiple regression equations were used to analyzed the data.
FINDINGS/DISCUSSION:
The authors reported that female fitness and fashion magazine advertisements were rated the most exploitative. The women of size and black fashion magazine advertisements were rated the least exploitative. They found that advertisements that featured only male models were the least exploitative sub-type. In 80% of the advertisements, female models were sexually displayed, subjects of violent imagery and/or portrayed in stereotypical submissive sex roles. In contrast, 80% of the male models were portrayed as strong, aggressive or dominant by virtue of emotional expression. In advertisements that featured female and male models, 87% placed males in dominant positions over females. Only 17% of the male models were dismembered by camera angle, logo placement or cut out body parts, compared to 50% of the female models.
Depending upon the sub-type of advertisement, the authors found different predictors for subjective levels of exploitation. Subjective exploitation was significantly predicted by violent imagery (dismemberment and placement) in advertisements that contained both female and male models. Also, the sex role stereotype measure and type of relationship were significant for predicting level of exploitation. In advertisements that contained only male models, the violent imagery measures significantly predicted exploitation.
AUTHORS' RECOMMENDATIONS:
The authors recommended that future studies increase the understanding of the social impact of media images and messages. The authors suggested that there was the potential for advertisements to cause trends of violence.
EVALUATION:
In general, this study provides insights into how both sexes perceive exploitation in magazine advertisements. The generalizability of this study is limited by the use of only two coders. The authors admitted that external validity would have been improved by using test responses from a random sample from the population. In conclusion, this study offers a look at the predictors of subjective perceptions of sexualized exploitation. (CSPV Abstract - Copyright © 1992-2007 by the Center for the Study and Prevention of Violence, Institute of Behavioral Science, Regents of the University of Colorado)
KW - Media Factors
KW - Media Advertising
KW - Media Violence
KW - Gender Differences
KW - Sexual Content
KW - Violence Against Women
KW - Content Analysis
KW - Magazines
KW - Adult Female
KW - Adult Victim
KW - Female Victim
Language: en |