인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2006.5
- 수록면
- 69 - 96 (28page)
이용수
초록· 키워드
Media representations in advertisements have a strong impact in shaping gender images. They not only reflect social reality but also construct it by depicting the world in particular ways. This study examined the media depiction of gender and computers in the Indian context. Fifty-two advertisements for personal computers from three daily English newspapers were examined from March to May and August 2004. These were content analyzed for sex, age, nationality, clothing, physical setting, social context, roles depicted, facial expressions, activities related to the computer, level of expertise, and uses of the computer by the characters in the advertisements. Qualitative analyses of the meanings attached to computer technology and to consumers of this technology were also undertaken.
Results found more males than females in the advertisements. The majority of the models were depicted as young, Indian, and dressed in Western clothing. Males were shown equally in the office and home, but females were predominantly shown at home. Men were depicted as professionals/businessmen, while women were shown in many roles. Men were more often depicted as engrossed in their use of the computer, while women were mainly shown enjoying using the computer. In terms of their expertise, more women were shown as knowledgeable in computer use, they were primarily depicted using it for entertainment, which does not require much skill, unlike men, who were shown using the computer for work, which demands more skill. Finally, the computer was constructed as a male technology with masculine attributes and computer competence was seen as a signifier of middle-class masculinity. Computer possession was projected as bestowing global citizenship on its owner. The implications of these results and directions for future research are also discussed.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지Results found more males than females in the advertisements. The majority of the models were depicted as young, Indian, and dressed in Western clothing. Males were shown equally in the office and home, but females were predominantly shown at home. Men were depicted as professionals/businessmen, while women were shown in many roles. Men were more often depicted as engrossed in their use of the computer, while women were mainly shown enjoying using the computer. In terms of their expertise, more women were shown as knowledgeable in computer use, they were primarily depicted using it for entertainment, which does not require much skill, unlike men, who were shown using the computer for work, which demands more skill. Finally, the computer was constructed as a male technology with masculine attributes and computer competence was seen as a signifier of middle-class masculinity. Computer possession was projected as bestowing global citizenship on its owner. The implications of these results and directions for future research are also discussed.
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목차
- Abstract
- Introduction
- Methodology
- Results and Discussion
- Computer Technology: A Masculine Enterprise
- Conclusion
- References
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