Date of Award
College of Liberal Arts
Type of Degree
Advertisements are among the most pervasive forms of media. Portrayals of gender in advertisements constitute a significant subject of social research based on this pervasiveness and the influence that advertising media have on audiences. This influence is based on the notion that media is an institutional vehicle for ideas about products, lifestyles, and oppression. In this study, the institution of media is examined through an analysis of representations of patriarchy and gender oppression in media advertisements. The primary research question is: In what ways can we identify gender oppression and the support of hegemonic masculinity and systems of patriarchy in the media? This study is based on a qualitative content analysis of Life and Time magazine advertisements years 1950, 1960, 1970, 1980, 1990, 2000, and 2010.
Feminism and mass media.
O’Toole, Autumn M., "Portrayals of Gender in the Media: A Content Analysis Approach to Identifying Gender Oppression and Legitimation of Patriarchy in Magazine Advertisements" (2016). Theses, Dissertations and Capstones. 1008.