Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials
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Abstract
The research objective of this study is to examine the similarities and differences in the gender and working roles in Japanese and Thai television commercials. The research methodology focuses on content analysis. Eight hundred and thirty-four advertisements within the 2015 time period in Japan and Thailand were collected, coded, and analyzed using the SPSS program, a program used for statistical analysis. As a result, this comparative content analysis suggests a possible reversal from traditional patterns in the literature. Though the proportions of working women in both countries differ, the proportions of working women in Japanese and Thai television commercials are insignificantly different. Moreover, the research results reveal the new appearance of a non-stereotypical gender image in terms of the types of working roles in the commercials in these two countries.
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ข้อความและข้อคิดเห็นต่างๆ ในบทความเป็นของผู้เขียนบทความนั้นๆ ไม่ใช่ความเห็นของกองบรรณาธิการหรือของวารสาร jsn Journal
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