|
Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials |
|---|---|
| รหัสดีโอไอ | |
| Creator | Piya Pongsapitaksanti |
| Title | Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials |
| Publisher | สมาคมญี่ปุ่นศึกษาแห่งประเทศไทย |
| Publication Year | 2560 |
| Journal Title | วารสารเครือข่ายญี่ปุ่นศึกษา |
| Journal Vol. | 7 |
| Journal No. | 3 |
| Page no. | 159-171 |
| Keyword | television commercial, advertising, gender roles, Japan, Thailand |
| URL Website | https://so04.tci-thaijo.org/index.php/jsn/index |
| Website title | วารสารเครือข่ายญี่ปุ่นศึกษา |
| ISSN | 2586-937X |
| 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. |
