Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Purpose – A qualitative study by autovideography was conducted to examine adolescent girls' negotiation of their gender roles through the consumption of advertising images. This paper aims to document the study.

Design/methodology/approach – In total, 20 adolescent girls aged 15 to 18 in Hong Kong were asked to take pictures from the media that could illustrate “what girls or women should or should not be and what girls or women should or should not do”. Advertising images captured by the interviewees and their interpretations of those images were analyzed.

Findings – Seven dominant themes were isolated from the interpretations: appearance; personality; skills and work; activities, interests and lifestyle; family; health and safety; and caring for people and the environment. The findings show that adolescent girls pay much attention to images about slimming, body image and physical appearance. They criticized female images in ads as unrealistic but identified with female images that were natural and conventional.

Research limitations/implications – The interviewees were recruited from two secondary schools that may not have been representative. The interviews were conducted in English, which may have caused some of the participants to be reticent about presenting their viewpoints. The implications represent a step forward in relation to how media influence young consumers and how teenagers perceive and intercept what they see in the media.

Originality/value – The paper shows that collecting and interpreting female visual images can illustrate vividly the process of gender socialization.

Publication Year

2012

Journal Title

Young Consumers

Volume number

13

Issue number

4

Publisher

Emerald

First Page (page number)

357

Last Page (page number)

366

Referreed

1

Funder

Hong Kong Baptist University

DOI

10.1108/17473611211282608

ISSN (print)

17473616

Link to Publisher’s Edition

http://dx.doi.org/10.1108/17473611211282608

Keywords

Consumer socialization, Body image, Qualitative method, Social learning, Advertising, Adolescents, Girls, China, Individual behaviour, Sex and gender issues

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Marketing Commons

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