Key research: Johnson and Young (2002)

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  • Created by: Rosa335
  • Created on: 18-06-17 15:50
Johnson and Young - What were the research questions?
Do advertisers use different language scripts for males and females in adverts aimed at preschool and early primary school children? How is gender used as a code to link products to gender roles?
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Johnson and Young - What was the aim of this study?
To find out the themes and discourse styles that might contribute to what children learn about gender from television commercials
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Johnson and Young - Describe the material used
15 half hour programmes were recorded in 1996 and 1997 and 24 half hour programmes in 1999 from commercial channels in new england and nickelodeon.
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Johnson and Young - How many adverts were included?
478
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Johnson and Young - What categories were the advertisements classified into?
1) Food and drink, 2) toys, 3) Educational/public service 4)Recreation 5) video/film promotion 6) other (credit cards e.g.)
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Johnson and Young - How were the advertisements analysed?
Content disclosure analysis: Critically analyses the use of vocabulary tone and other features of speech to interpret meaning. Also identified the gender of the voice-over and the presence of gender exaggeration in voices
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Johnson and Young - What were the categories according to the gender of the target audience?
1)Boy's toys in which boys were shown 2)Girl's toys in which girls were shown 3)Ads where both genders were shown 4)No-specific gender was targeted
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Johnson and Young - Outline the results in relation to the gender of the voice-overs
In boy-orientated and the both gender-orientated adverts a male voice was used. In girl-orientated adverts 89% were female voice-overs, but 4 had male voices alongside female voices
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Johnson and Young - Outline the results in relation to gender exaggeration
Looked at exaggerated female features such as high-pitch or sing-song voice, while male feature aggressiveness, loudness and deepness. This type of exaggeration was heard in 80% of the adverts for boys and 87% in adverts for girls.
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Johnson and Young - Outline the results in relation to voices used
from 188 adverts 78 had children speaking and this was more in girl adverts than boys. However, boy adverts had more spoken words, whereas girls laughed mostly
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Johnson and Young - Outline the results in relation to the use of toys
categorised according to their type
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Johnson and Young - Outline the results in relation to verbs used (Boys:Girl)
Action: 68:51 Competition/Destruction: 113:9 Control: 103:24 Limited activity: 151:268 Feeling and nurturing: 0:66
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Johnson and Young - Which categories were verbs used divided into?
Action (relate to physical movement), Competition/Destruction, Control (power), Limited activity (emotional state or limited movement (look wait)) Feeling and nurturing (caring/feeling emotions)
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Johnson and Young - Why do these differences occur in adverts?
Previous marketing incorporating this has been successful. Promoting gender means creating separate toys for boys and girls which means more money. Early gender stereotyping prepares boys and girls for gender-biased adults products.
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Front

Johnson and Young - What was the aim of this study?

Back

To find out the themes and discourse styles that might contribute to what children learn about gender from television commercials

Card 3

Front

Johnson and Young - Describe the material used

Back

Preview of the front of card 3

Card 4

Front

Johnson and Young - How many adverts were included?

Back

Preview of the front of card 4

Card 5

Front

Johnson and Young - What categories were the advertisements classified into?

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