Summary
This report explores the portrayal of gender in Philippine advertising across TV, print, and radio. This study, inspired by the work of the Geena Davis Institute on Gender in Media, seeks to present a localised analysis of gender representations. It covers the depiction of men and women, the narratives and settings in which they appear, and the roles they portray. The report utilises a comprehensive methodology, including content analysis and intercoder reliability testing, to examine 500 TV ads, 256 print ads, and 497 radio ads from January to December 2018. Key findings reveal persistent gender stereotypes, with women often depicted in domestic roles and men in professional settings. The report offers recommendations for promoting gender equality in advertising.
Highlights
- Women are often portrayed in domestic roles and associated with beauty and household products, while men are depicted in professional roles and associated with technological and leisure products.
- TV ads featured more women, while print and radio ads featured more men. Women were more likely to be depicted in group settings, while men were more often shown in authoritative roles.
- Advertisements often perpetuate traditional gender roles, with women shown as caretakers and men as providers. However, there is potential for more progressive portrayals.
- Advertisers are encouraged to challenge gender stereotypes by portraying diverse and inclusive roles for both men and women, and to consider the impact of their content on societal norms.
- Positive and diverse portrayals of women and men in advertising can influence societal attitudes and promote gender equality.
