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Expression of Gendered Spaces and Gender Images in Information and Communication Television Advertisements

  • The Sociolinguistic Journal of Korea
  • Abbr : 사회언어학
  • 2022, 30(1), pp.103-129
  • DOI : 10.14353/sjk.2022.30.1.04
  • Publisher : The Sociolinguistic Society Of Korea
  • Research Area : Humanities > Linguistics
  • Received : February 1, 2022
  • Accepted : March 2, 2022
  • Published : March 31, 2022

Eunha Park 1

1대구대학교

Accredited

ABSTRACT

This study aims to critically analyze how gendered spaces and gender images are expressed verbally and non-verbally in the latest information and communication advertisements. The results showed that the gendered space appeared although it had nothing to do with the information and communication devices or advertisement content. The gender-specific spatial distinctions and restrictions fully reflected the stereotypes of gender roles. Sexist images also emerged in the verbal and non-verbal expressions with images of women being reproduced in a more negatively compared to that of men. Regarding frequency, many aspects limited and revealed “the differing interests and characteristics of gender”, which were expressed both verbally and non-verbally. The emphasis on women's appearance stood out non-verbal, albeit superfluously. It is a problem that these gender images and perceptions are fixed or reproduced through mass media.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.