Robot showed that gender stereotypes in relation to the usage of communicational technological devices such as computer, tablets and mobile phones are present. Female hands are weak, superficial and cradling and trace the outlines of objects, e.
Table 1: Examples of gender stereotypes illustration not visible in this excerpt This table not only shows different stereotypes but also a binary system of relation. Thus leading to gender stereotypes, i. Goffman analyzed how the communication of gender takes place in advertisements and invented six categories of how gender can be displayed.
The stereotypes in Table 1 are common in Western industrialized culture. That is, masculinity and femininity can be defined by their opposites.
Even though the terms sex and gender are used frequently and interchangeable in common speech, there is a need to distinguish them because they differ in important ways i. Additional Metadata Usage of technology, social role theory, content analysis, gender differences, gender stereotypes Thesis Advisor.
The Licensed Withdrawal category includes depictions in which women are shown not mentally or psychologically present. Since content analysis covers only part of the information and is not concerned with 'reading' or interpreting each advertisement individually, another approach will be used.
This study tests the hypotheses gathered from previous research about gender stereotypes in the usage of technology. But as basic as the results may seem, the developing and realization of a survey needs accurate preparations. The quantitative content analysis of Mr.
But since the rise of muscular men, who now can be found in advertisements for almost every product group, men are more concerned about their physical appearance than in previous generations.