Profile: Gender stereotypes in MTV commercials: The beat goes on
- 1 January 1994
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 38 (1) , 91-101
- https://doi.org/10.1080/08838159409364248
Abstract
This study examines gender portrayals and stereotyping in a sample of commercials on MTV. The findings revealed that characters in MTV commercials, like those in music videos, are stereotyped. Female characters appeared less frequently, had more beautiful bodies, were more physically attractive, wore more sexy and skimpy clothing, and were more often the object of another's gaze than their male counterparts.Keywords
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