Representation of gender meanings : women subordination in Hong Kong television advertisements

Abstract

The symbolic power of media has always been considered as one of the major forces hindering the development of gender equality. Among various types of media texts, the special nature of television advertisements made it became the most controversial one in the debate of gender stereotypes of power relations.

In order to deconstruct the way that television advertisements lead to female subordination, this study conducted a content analysis on samples of television advertisements broadcasted on a local free television channel in Hong Kong. In this study, a systematic coding scheme was made by selectively adopting different attributes originated from previous studies. Different attributes in the coding scheme were used for the identification and analysis of stereotypes leading to female subordination.

Results of this study revealed that stereotypes with hidden power relations, which could lead to female subordination, were identified in Hong Kong television advertisements. Also, deterioration of female subordination was also spotted by comparing the results of current study with figures in previous researches.