Investigating Consumers’ Perceived Social Representations of Arab Women in Media: Messages found in Glocal Magazines Advertisements

International Journal of Business and Innovation. Vol. 3, Issue 1, 2017

Title: Investigating Consumers’ Perceived Social Representations of Arab Women in Media: Messages found in Glocal Magazines Advertisements

Author: Eiman Medhat Negmn

Abstract
This study examined and documented the stereotypes associated with women in today’s advertisements found in Glocal magazines in the Egyptian context. Mixed research methods were conducted for this study. Five focus-groups and four-hundred questionnaires were analyzed in order to answer the research questions: does exposure to magazine advertisements impact perceived social representation of females? What are the stereotypes that exist today in association with women in magazine advertisements? The analysis revealed that the exposure of magazine advertisements impact consumers’ perceived social representations of Arab women. The study indicates that women in magazine advertisements are mainly portrayed as: home-makers (responsible for household chores), physically beautiful (sex-appeal and attractive), dependent on man, and self-reliant. These images of women conform to most stereotypical portrayals of women (as documented by previous researcher). This study highlights and implies the need for the advertising industry to adjust its communication practices to the changing role of women in society. The emerged insights of this study extend research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals.

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