Identifier

etd-06212006-133037

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

This study examined the content of 200 commercials from the 2004 season of Monday Night Football documenting sexual content, violence, and gender role stereotypes. The data revealed that despite the fact that men appeared twice as often as women, women were more likely to be stereotyped than men. About one quarter of the commercials contained sexual content and about one-fifth contained violence. Beer ads were more sexual than other ads but were not significantly more violent than other ads. There was no clear pattern of variance in the amount of sexual and violent commercials across quarters. Programming commercials were far more sexual and violent than other commercials and were most likely to appear last in the pod. These findings have relevance for recency effects of ad recall as well as social learning theory and gender schema theory. The present data indicate a decline in sexual content, violence, and gender stereotypes compared to previous television advertising studies. Possible reasons for the decline include recent political and social pressure and increased female viewership of NFL games. Despite apparent declines in sexual and violent content, this study alerts us to lingering concerns about commercial content, and raises the possibility that the networks themselves may be the worst offenders.

Date

2006

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Robert Kirby Goidel

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