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2016FallSymposiumURCreativityEngagement has ended
Tuesday, December 6 • 1:00pm - 1:20pm
Gendered Messages In US Health Advertisements

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Gendered social norms are commonly reinforced through multiple forms of media. Analyzing how gendered media representations connect to gendered health behaviors remains an underexamined but fruitful line of research. Past studies have shown that US women are much more likely to seek medical help and are also more likely to take drugs and medications when compared to men. More research is needed to explain the role of advertising in this process. This study undertakes a content analysis of magazine health advertisements, and assesses their gendered components. The sample includes ten of the twenty most circulated magazines of 2016. Preliminary analyses reveal almost all drug and medication advertisements included a female or portrayed feminine expressions, whereas advertisements very rarely contain males or masculine expressions. The lack of male presence in US magazine health advertisements may be a partial explanation for the unequal usage of drugs and medications.

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Tuesday December 6, 2016 1:00pm - 1:20pm
237 Zageir Hall