CMN407 - Proposal course word for undergraduate university

proposal

1. Domestication of Modern Women in Advertisement of Household Items in Bangladesh Media: A Case Study CMN407 Faiza Jahangir 2021565

2. Table of Content Background Research Objective  Research Questions Limitations Literature Review Cultivation Theory Dadvertising Femvertising Gender Advertsement Design of the Study Coding Sheet Gantt Chart Bibliography

3. BACKGROUND

4.  RESEARCH OBJECTIVES The objective of this study is to investigate gender roles in select Bangladeshi advertisements of household items to detect a type of gender portrayal which embodies domestication of women in modern TV commercials.

5.  RESEARCH QUESTIONS Which particular product categories/types are more frequently associated with male or female central characters? What kind of gender differences are there in the portrayed settings? What gender roles are depicted for males and females? How are female and male relationships portrayed in household item advertisements?

6.    LIMITATIONS The study choses to only focus on female gender roles and depicts the role of male in relation to that of females present on-screen. The study struggles with the lack of research papers or documents regarding cinema and film viewership in terms of Bangladesh

7. LITERATURE REVIEW Dadvertising Femvertising

8. DADVERTISING Men are depicted in the family context as passive and secondary as compared to women’s (Wall and Arnold 2007). Scharrer et al. (2006) reported that in television commercials, men’s performance in domestic and child-rearing chores was five times more likely to be the target of ridicule than women’s. “Dadvertising” uses caring fathers to represent ideal masculinity (Leader 2019) and “ manvertising ” challenges the dominant male stereotype of macho men (Swanson 2015). The marketing and media construction of the “new men” in the 1980s helped soften the patriarchal family provider/protector image (Leader 2019).

9. FEMVERTISING The contemporary advertising campaigns that challenge traditional female advertising stereotypes are known as “ femvertising ,” – aiming for female empowerment communication , (Castillo, 2014) Femvertising is widely celebrated as a win-win strategy for promoting gender equality while generating positive consumer response and sales ( Åkestam , Rosengren, and Dahlen 2017). Female empowerment through beauty and sexuality that inadvertently serves to disguise and reinforce sexist stereotypes (Gill 2008; Goldman, Heath, and Smith 1991). Champlin et al.’s (2019) textual analysis pointed out that while many female-targeted brands have increasingly emphasized that purchasing the advertised product is critical to achieve the female empowerment goal.

10. COMTEMPORARY RESEARCH Grau and Zotos (2016) argued that many companies are jumping on the femvertising and dadvertising bandwagon rather than genuinely advocating for gender equality. Moreover, scholars have cautioned that much of the contemporary gender-themed empowerment narratives may be superficial and even paradoxically reinforcing gender stereotypes by restricting how men and women can be empowered in advertising ( Blloshmi 2013; Gill 2008).

11. CULTIVATION THEORY Gerbner argued that the “mass production and rapid distribution of messages create new symbolic environments that reflect the structure and functions of the institutions that transmit them” (Gerbner, 1970, p. 69).

12. Gender Advertisement, Goffman 1979 Goffman’s work, Gender Advertisements (1979), formed the ground of theories concerning how men and women in advertisements would be represented in terms of different dimensions of visual structure, namely: relative size, feminine touch, function ranking, family scenes, ritualization of subordination, and licensed withdrawal. Many studies have largely confirmed Goffman's theory, which indicates gender stereotypes are still prevalent in many forms in one way or another. Some studies however, report a decreased frequency in certain categories proposed by Goffman. Some also report contrary results of the hypotheses put forward by Goffman.

13. DESIGN OF THE STUDY CONTENT ANALYSIS PURPOSIVE SAMPLING QUANTITATIVE DATA FOLLOWED BY QUALITATIVE INTERPRETATION

14. CODING SHEET Ad’s title Ad’s duration (in seconds) Screen time Age Advertised product/service Brand Name Frequency of occurrence Settings Occupation Expression Appearance Skin shown                                                                                                                                                                        

15.   GANTT CHART Activities Weeks 1-2 Weeks 3-4 Weeks 5-6 Weeks 7-9 Weeks 9-10 Weeks 11-12 Week 13 1. Selecting the advertisements ✔               2. Developing the coding sheet   ✔             3. Inputting data into coding sheet       ✔         4. Data Analysis       ✔         5. Preparing progress reports       ✔   ✔       6. Prepare the draft research results and submit         ✔   ✔     7. Submit the final research report             ✔  

16. BIBLIOGRAPHY Craig, R. S. (1992). The effect of television day part on gender portrayals in television commercials: A content analysis. Sex Roles , 26 (5–6), 197–211. Goffman, E. (1979). Gender advertisements . Macmillan. Awoonor -Williams, J. K., Phillips, J. F., & Bawah, A. A. (2017). The application of embedded implementation science to developing community-based primary health care in Ghana. Dimitrova, Y. (2022). CHALLENGES TO THE INTRODUCTION AND IMPLEMENTATION OF A CULTURE OF SOCIALLY RESPONSIBLE INNOVATION IN BULGARIAN SMALL AND MEDIUM ENTERPRISES. 18 (2) 2022. Basu , K. (2006). Gender and Say: A Model of Household Behaviour with Endogenously Determined Balance of Power. The Economic Journal, 116(511), 558–580.