BIO

My name is Nina Miguez and I’m a freshman at Florida State University, originally from Miami, Florida. I'm studying Health Management Policy and Administration as part of the Interdisciplinary Medical Sciences degree program. I'm passionate about exploring gender representation in healthcare. Specifically, my research interests revolve around understanding how gender influences healthcare access. My career goals are to work in healthcare, particularly focusing on women's health. I'm committed to addressing the healthcare needs of women and ensuring inclusive access to quality healthcare services.

Gender Stereotypes in Media Advertisements​

Abstract

Although women’s hair in magazine advertising has evolved throughout the years to include multiple ethnicities and hair textures, in the beginning, there were trends of stereotypes being portrayed. Previous literature about advertising and magazine advertisements show the presentation of women’s image and societal position, there is a movement towards “racial grammar” and the overall shape, texture, and style it presents. The analysis involved gendered representations of nonverbal behaviors from print advertisements. The textual analysis was performed through the framework of Erving Goffman’s gender advertisement with representation. For some, hair is an exceptional identifier and something that represents people’s identity and image. The different categories were: relative size, feminine touch, function ranking, family scenes, ritualization of subordination, and licensed withdrawal. With this framework, the research team was able to quantify and analyze the advertisement through a specific set of ideas. There has been an analysis of the current presentation of women in advertisements but not in concentration on hair. Some of the current trends seen in the preliminary stages of the research were black women’s natural hair in association with difficult situations, blond women shown as always relying on someone, and brunettes as independent with expertise. In communications, working towards more diversity and realizing what messages are being sent to the public will be beneficial to lead. Through analyzing and identifying these trends, advertisers can be more conscious of what is being shown and have a previous screening of bias and gender advertisement.

Keywords: gender, stereotypes, women, media, advertisment