Gender portrayal in HK children's TVCKara ChanHK Baptist UniversityHKU0301
Gender portrayal in HK children’s TVC Kara Chan HK Baptist University HKU0301
Gender role socializationSocializing agents: parents, schools, bookssongs, television and the moviesChildren watched a lot of TVTV rating for 5-6pm weekday = 15 TV rating for 7-10:30pm weekday = 307 Children enjoyed food/drink and toys TVCChan (2000) TV and its advertising provide informationabout gender rolesHKU0301
Gender role socialization Socializing agents: parents, schools, books, songs, television and the movies Children watched a lot of TV TV rating for 5-6pm weekday = 15 TV rating for 7-10:30pm weekday = 30 Children enjoyed food/drink and toys TVC Chan (2000) TV and its advertising provide information about gender roles HKU0301
Previous studiesstudies of gender role stereotyping of childrencommercialsdatedfrom70s Patterns: (70s to early 90s)male dominance in number and in voice-over;authoritative in product endorsement; in outdoorsetting; more cuts, loud music and active playingFemales in home setting; more fades anddissolves, soft music and quiet play, less activeIn toys commercials: different play styles (take onthe role of the toy vs interacting with the toy);different linguistic themes (power vs motherhoodand beauty)HKU0301
Previous studies studies of gender role stereotyping of children commercials dated from 70s Patterns: (70s to early 90s) male dominance in number and in voice-over; authoritative in product endorsement; in outdoor setting; more cuts, loud music and active playing Females in home setting; more fades and dissolves, soft music and quiet play, less active In toys commercials: different play styles (take on the role of the toy vs interacting with the toy); different linguistic themes (power vs motherhood and beauty) HKU0301
. Previous studiesMethodological difficulties for time seriesanalysis due to differences in coding systemsand sampleprofileSimilar results in Australia, Britain, Canadaand ItalyBrowne (1998) argued that genderstereotyping would be influenced by acountry's religious orientation, urbanization,and the availability of education for womenHKU0301
. Previous studies Methodological difficulties for time series analysis due to differences in coding systems and sample profile Similar results in Australia, Britain, Canada and Italy Browne (1998) argued that gender stereotyping would be influenced by a country’s religious orientation, urbanization, and the availability of education for women HKU0301
Hong Kong environment7 Urbanized cityAvailability of education for womenFemale labor participation rate 50% (57% in US)Children population: 12% (830,000) Laws protecting women from gender bias in terms ofeducation, employment and pay packageShopping is easy even for young consumersHK children spent less on entertainment, clothing andplay items, but more on stationeriesHKU0301
Hong Kong environment Urbanized city Availability of education for women Female labor participation rate 50% (57% in US) Children population: 12% (830,000) Laws protecting women from gender bias in terms of education, employment and pay package Shopping is easy even for young consumers HK children spent less on entertainment, clothing and play items, but more on stationeries HKU0301