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In asking: "What is the current state of male and female relations in Japanese television commercials?"
we are really concerned with a "Gender Effect"
What Goffman showed in his work on American magazine advertisements has been generally replicated by a slew of researchers
Working with Goffman's categories, my systematic study of TV ads in Japan (2000) showed that:
- male / female is also mediated in television advertising communication
- it also appears to vary in identifiable, consistent ways between gender groups
The specific manifestations of this difference constitutes a long-term, on-going project
- in the work presented on this web site, I move beyond Goffman to demonstrate Japan's mediation of gender (the gender effect") in terms of:
In asking whether genderisms in Japanese TV advertising are systematic, we encounter these related issues:
- how extensive are these depictions?
- what are the genderisms (by category or type)?
- in what way(s) are they manifested specifically?
To consider what this might entail in terms of research activity, let's turn our attention here
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