Johnson & Young

aim

to investigate how children’s television adverts used voices and language to communicate gendered messages.

what is content analysis

a research method where researchers systematically code communication material, such as adverts, films or articles, into categories so patterns can be identified.

research method for johnson and young

content analysis

sample

-no direct participants

-video commercials in the autumn of 1996, 1997, 1999

-3 different programme sources were used

-the 1999 sample was added to the original 2 year sample, so any differences in gender targeting could be checked

-total 478 programmes

procedure

• categories of gendered voice

• the categories of products in adverts

• gender aspects of voice-overs

• categories of verb elements that might be relevant for gender imaging

what were the fours aspects that were checked in terms of gendered voice

voice overs

verb elements

speaking lines given to girls and boys

the conspicious use of word power in a number of adverts oriented to boys

what were the product categories in adverts

food items (mainly cereals)

toys

educational and public service announcements ( anti-drug messages )

fast food restaurants, recreational facilities or locates

video and movie promotions

what was different between 1996 & 1997 and 1999 adverts

1999 sample included adverts for adult products and services

what were the 2 aspects of voice overs

the gender of the voice over

whether the voice was gender exaggerated

key findings

• a greater proportion of toy adverts in 1996&1997 (42,3% and 42.9%) that in 1999 (34.7%)

• boy oriented adverts exceeded girl oriented adverts, few adverts oriented to both genders

• 1996 - more boy oriented adverts that girl, boy/girl. 1997 - same amount of boy and girls oriented, still more than boy/girl. 1999 - much more boy oriented adverts than girl, boy/girl

conclusions

• the type of toys adverts for boys and girls reinforces traditionally polarised ideas about the play activities of boys and girls

• when watching television commercials, children are presented with verbal models that reinforce the language stereotype that girls engage in talk while boys prefer actions to words