Journal of Mass Communication & Journalism

Felix Neto

Publications

• Research Article
  Gender Role Portrayals in Brazilian and Portuguese Television Advertisements
  Author(s): Felix NetoFelix Neto
  
  The purpose of this research is to compare gender roles portrayed in television advertisements at a comparable time in Portugal and Brazil on the basis of Hofstede’s masculinity dimension. This research reports on two studies conducted with similar methodologies, examining the way males and females are depicted on television (TV). One was performed in Portugal, where 253 TV commercials were content analyzed. The other was performed in Brazil where 169 TV commercials were content analyzed. This research constitutes the first endeavor to compare gender role portrayals in television advertisements between Brazil and Portugal. Both studies were based on the coding scheme devised by McArthur and Resko. In agreement with predictions a greater proportion of Portuguese advertisements feature women as central figures than Brazilian advertisements. However, in Portugal, nine of the ten co.. Read More»
  DOI: 10.4172/2165-7912.S2-002

  Abstract PDF