Sociological Study on the Female Stereotypes in Sri Lankan TV Commercials

Abstract

Common female stereotypes found in the media have a powerful influence over how society views women and how women view themselves as a whole. A Stereotype is a rigid and inflexible image of the characteristics a group. It attributes these characteristics to all individuals belonging to that group with positive and negative impacts. Thus, the main objective of the present study is to examine the impact of Sri Lankan TV commercials on generating and reflecting the female stereotypes in the society. This content analysis is conducted by employing 100 advertisements selected under purposive sampling method, which has telecasted in the ITN channel from 01st September - 30th September 2012. The study is limited to ITN, as commercials telecast in TV channels generally similar in nature. Furthermore, ITN has undergone some notable changes to compete with other TV channels and gained much attraction from audiences and came top of the rank in the television awarding ceremonies within the recent years. According to the research findings, 69% of women in the advertisements were attached to household activities by impounded them in conservative portrayals of the private sphere, while presenting men as an incompetent for those. Female images in the advertisements tend to undervalue women as whole, and diminish them to sexual objects and passive human beings by adding desirable physical characteristics include being thin, long-legged, slim-hipped in 71% of commercials. Furthermore, purpose of commoditisation of the female body, it has used 35% of Indian and 10% of European advertisements. Traditional village beauty is highlighted in the most local commercials. In 52% of advertisements women were represented as helpless beings depending on male power and knowledge. This creates very low expectations, especially for adolescents and their role models. Accordingly, most of the advertisements clearly reflecting the existing gender inequalities and maintain the status quo. These negative stereotypes inevitably affect our cultural values and norms through the socialization process. Thus, it is needed some unbiased practice and policy framework in creating TV commercials in Sri Lanka.