Dissonance of media image and reality : Content analysis of women in commercial advertising on Islamic Republic of Iran Broadcasting (IRIB) television.

Roslyn Mae Layton; Datis Khajeheian; Jannick Kirk Sørensen

Dissonance of media image and reality : Content analysis of women in commercial advertising on Islamic Republic of Iran Broadcasting (IRIB) television.

Roslyn Mae Layton, Datis Khajeheian, Jannick Kirk Sørensen (Forlag)

Publikation: Konferencebidrag uden forlag/tidsskrift › Paper uden forlag/tidsskrift › Forskning

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Abstract

This paper investigates women in IRIB commercials and compares their depiction on television to their status in Iranian society. The research consisted of systematically collecting commercials from IRIB television broadcast and then analyzing them quantitatively and qualitatively. The results were compared against demographic statistics to see how and to what degree television portrayals of women differ from women in real life. This research finds that women are significantly absent from IRIB television commercials, and when they do appear, they are portrayed in traditional and stereotypical roles such as wife and mother. The commercials overwhelmingly feature men, and men are portrayed in positions of power. Some suggestions explaining the dissonance between the television commercials and everyday life are offered.

Originalsprog	Dansk
Publikationsdato	jan. 2015
Status	Udgivet - jan. 2015

Bibliografisk note

CMI Working Papers provide a means of early dissemination of completed research, summaries of the current state of knowledge in an area, or analyses of timely issues of public policy. They provide a basis for discussion and debate after research is completed, but generally before it is published in the professional literature.
CMI Papers are authored by CMI researchers, visitors and participants in CMI conferences, workshops and seminars, as well as colleagues working with CMI in its international network. Papers are refereed before publication. For additional information, contact the editors.
Editor: Anders Henten, co-editor: Jannick Sørensen

Emneord

Content Analysis
Women and Media
Television Commercials
Iranian Studies
Women and Advertising

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125720_98102_cmi_working_papers_9Forlagets udgivne version, 680 KB

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Citationsformater

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abstract = "This paper investigates women in IRIB commercials and compares their depiction on television to their status in Iranian society. The research consisted of systematically collecting commercials from IRIB television broadcast and then analyzing them quantitatively and qualitatively. The results were compared against demographic statistics to see how and to what degree television portrayals of women differ from women in real life. This research finds that women are significantly absent from IRIB television commercials, and when they do appear, they are portrayed in traditional and stereotypical roles such as wife and mother. The commercials overwhelmingly feature men, and men are portrayed in positions of power. Some suggestions explaining the dissonance between the television commercials and everyday life are offered.",

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N1 - CMI Working Papers provide a means of early dissemination of completed research, summaries of the current state of knowledge in an area, or analyses of timely issues of public policy. They provide a basis for discussion and debate after research is completed, but generally before it is published in the professional literature. CMI Papers are authored by CMI researchers, visitors and participants in CMI conferences, workshops and seminars, as well as colleagues working with CMI in its international network. Papers are refereed before publication. For additional information, contact the editors. Editor: Anders Henten, co-editor: Jannick Sørensen

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N2 - This paper investigates women in IRIB commercials and compares their depiction on television to their status in Iranian society. The research consisted of systematically collecting commercials from IRIB television broadcast and then analyzing them quantitatively and qualitatively. The results were compared against demographic statistics to see how and to what degree television portrayals of women differ from women in real life. This research finds that women are significantly absent from IRIB television commercials, and when they do appear, they are portrayed in traditional and stereotypical roles such as wife and mother. The commercials overwhelmingly feature men, and men are portrayed in positions of power. Some suggestions explaining the dissonance between the television commercials and everyday life are offered.

AB - This paper investigates women in IRIB commercials and compares their depiction on television to their status in Iranian society. The research consisted of systematically collecting commercials from IRIB television broadcast and then analyzing them quantitatively and qualitatively. The results were compared against demographic statistics to see how and to what degree television portrayals of women differ from women in real life. This research finds that women are significantly absent from IRIB television commercials, and when they do appear, they are portrayed in traditional and stereotypical roles such as wife and mother. The commercials overwhelmingly feature men, and men are portrayed in positions of power. Some suggestions explaining the dissonance between the television commercials and everyday life are offered.

KW - Content Analysis

KW - Women and Media

KW - Television Commercials

KW - Iranian Studies

KW - Women and Advertising

M3 - Paper uden forlag/tidsskrift

ER -