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ERIC Number: ED408994
Record Type: Non-Journal
Publication Date: 1997-Jan
Pages: 10
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Gender Equity On-line: Messages Portrayed with and about the New Technologies.
Knupfer, Nancy Nelson; And Others
This paper examines gender messages within advertisements and informational, technology-focused materials that are targeted toward a general population of consumers. The pattern of gender bias in visual messages and stereotyping which prevails in advertising appears to be carrying the same messages from print to television and into the newest format for advertising, the World Wide Web. An examination was conducted of a representative sample of popular magazines and promotional material about multimedia technology that were available to the general public and teachers, from direct mailings to schools, and areas of public transport. In addition, television and Internet advertisements were examined over the course of the next several months. The prevalent portrayal of gender roles in advertising says much about the society it represents. Research indicates that in both the print and video advertising marketplace, consumers see at least three times as many male as female characters associated with the products being sold. This is especially true of advertising aimed at children and teenagers. Findings indicated that in the print, televised, and Internet advertisements, women were consistently portrayed as subservient, in the background, or not using the technology in a productive way. The responsibility to change the public image and attitudes about females and technology cannot rest solely with the advertisers, but they can do a lot to help change the public image. (Contains 25 references.) (AEF)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A