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Full-Text Articles in Social and Behavioral Sciences
Gender Advertisements: Replication Of A Classic Work Examining Women, Magazines, And Facebook Photographs, Erica Lawton
Gender Advertisements: Replication Of A Classic Work Examining Women, Magazines, And Facebook Photographs, Erica Lawton
Honors Projects in Communication
In 1979, Erving Goffman published Gender Advertisements, the seminal work in critiquing gender displays in advertising. Goffman noted seven major phenomena that demonstrated the cultural infantilization of women and their ritualized subordination in advertisements. This study, conducted in Goffman’s phenomenological tradition, investigates modern commercial advertisements to update Goffman’s work and determine the presence of a new phenomenon, the mechanization of women. Advertisements were collected and studied based on Goffman’s five coding categories: relative size, feminine touch, function ranking, ritualization of subordination, and licensed withdrawal. In addition, Facebook photographs were analyzed based on the same coding categories to find whether women …