Gendered Representations And Portrayals In Technology Advertisements: Exploring Variations By Age, Race And Ethnicity

Keywords

Advertisements; Gender; Hegemonic masculinity; Intersectionality; Technology

Abstract

Using quantitative and qualitative content analysis, we document gender images in video technology advertisements from top technology companies. We find underrepresentation and stereotyping of women in these advertisements, but the most striking patterns appear when race and age are considered. Black women and Latinas are vastly underrepresented compared to white women and their male counterparts. Elderly characters, both male and female, are among the least visible characters in these advertisements. There is greater gender parity among children and teenagers, but among adults and elderly, there is significant gender disparity, especially for whites and blacks. We conclude that these images reinforce hegemonic ideals and reinforce the association between technology and masculinity, as well as whiteness and youth. Implications for understanding the current gender gap in technology are considered.

Publication Date

6-1-2018

Publication Title

Gender Issues

Volume

35

Issue

2

Number of Pages

137-152

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1007/s12147-017-9191-z

Socpus ID

85064920201 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85064920201

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