Women still stereotyped in TV commercials: report

[unreal.livejournal.com]

While society moves toward the diversification of gender roles, TV commercials’ portrayals of women are still bound by stereotypes, the National Human Rights Commission said Monday.

In its report on 2,046 TV commercials aired in 2010, it found that men were flexibly depicted, moving away from fixed perceptions of them in patriarchal roles. Women, however, were superficially and prejudicially portrayed based on stereotypes.

Researchers of the agency marked 1 point if an advertisement showed stereotypical content such as men showing macho or chauvinistic characteristics and women displaying sweet-tempered, modest sides. Minus 1 point was given for clips that did the opposite. If an advertisement was set at a work site, factory or other “masculine” place, it was given +1 for men or -1 for women. If it depicted a home or family, it gained a +1 for women and -1 for men.


Their study found that the roles of men have diversified, with images of men now taking up traditionally feminine roles: Their index marked -0.922.

In one baby food advertisement, famous TV show host Kang Ho-dong, was portrayed as an “at-home dad.”

Actor Won Bin cooked for his girlfriend to sell electronic cookers and pop star Lee Seung-ki danced and chatted with his mother by a refrigerator in a commercial for a kimchi storage unit.

However, advertisements featuring women received +2.388, a reflection of businesses still favoring a traditional portrayal of women as aesthetic beings.

Most of time, ad models were young and “pretty,” and featured largely in commercials appealing to consumers’ emotional side.

“Men are perceived as more sensible, emotional and family-friendly, breaking from fixed ideas of them as patriarchal figures. It is a reflection of the actual trend on gender roles,” Kang Hye-ran, lead researcher, said.

“However, women are still tied to stereotypes. They should be perceived and described to reflect their changed roles,” she added.

Source: koreaherald

Comments

[ghost-whisper.livejournal.com]

Maybe the Comission for Gender Equality and Family should GET ON THIS rather then continue wasting energy on laughable and pointless music bans.

[gardenintheair.livejournal.com]

+1000

[panna-pierogowa.livejournal.com]

this

[icedevil0289.livejournal.com]

this so much.

[suzieeq-luv.livejournal.com]

they havent proven that they can handle anything past 3 min songs.
it really shouldn't be that hard to speak up about 30s commercials

..but then again I don't follow the ministry. i really want to know what they have accomplished that has been benefcial to the public...

[kiminikaeru.livejournal.com]

ia

[umai-jae-ai.livejournal.com]

mte

[panna-pierogowa.livejournal.com]

Well, Korea, if you feel bad with this then how about not banning fierce female idols for their sexy (yet classy) dance moves or short skirts? If you let idols do this then society's way of thinking will change or at least will open for new things. Let's start with this, Korea so you won't have to make a fake TV commercials (because if idols are not like that then people neither, then what's the point with some commercial that shows not sweet-tempered women?)

[booksandsarcasm.livejournal.com]

*Comission for Gender Equality and Family

[panna-pierogowa.livejournal.com]

oh right, so boys should be banned too. Then it will be equal.

[booksandsarcasm.livejournal.com]

Actually I meant that in reference to the tired oversimplification: "Korea is so/needs to _________"

[panna-pierogowa.livejournal.com]

ok, I get your point now. But imho one authority, or commission, won't do anything if the problem goes beyond its remit. That's why I used "Korea" instead of "Commission for Gender Equality and Family".

[booksandsarcasm.livejournal.com]

I still don't see how that makes using an entire country as shorthand for 'people I'm irritated with' more accurate?

[gardenintheair.livejournal.com]

women displaying sweet-tempered, modest sides

So what about all those mean, stubborn and annoying female characters in dramas?

...This calls for being a stereotype too, if we think about it.

[icedevil0289.livejournal.com]

lol yeah drama stereotypes can be annoying as well. I've come across many where it's just basically been women are bitchy and then being power hungry and money minded is often seen as a really horrible thing.

[junhobrand.livejournal.com]

not only commercials...

[rabu-parade.livejournal.com]

Doesn't have much to do with the article, but the title reminded me of this:

[yolleh.livejournal.com]

Lol Mitchell and Webb, I love those guys

[jaded-skys.livejournal.com]

As a slighty-on-topic mention? Sector 7 has amazingly positive female roles. The marine biologest doesn't take shit and is extremly smart (er, except for one or two things), and they've got a girl who works on the oil rig, kicking ass at her job, being strong, and kicking monster ass. It was awesome.