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A Longitudinal Content Analysis of the Portrayal of Women in Movie Trailers

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A Longitudinal Content Analysis of the Portrayal of Women in Movie Trailers Western Michigan University ScholarWorks at WMU Master's Theses Graduate College 8-2016 Approved for All Audiences: A Longitudinal Content Analysis of the Portrayal of Women in Movie Trailers Brooke S. O’Neil Follow this and additional works at: https://scholarworks.wmich.edu/masters_theses Part of the Gender and Sexuality Commons, and the Sociology of Culture Commons Recommended Citation O’Neil, Brooke S., "Approved for All Audiences: A Longitudinal Content Analysis of the Portrayal of Women in Movie Trailers" (2016). Master's Theses. 715. https://scholarworks.wmich.edu/masters_theses/715 This Masters Thesis-Open Access is brought to you for free and open access by the Graduate College at ScholarWorks at WMU. It has been accepted for inclusion in Master's Theses by an authorized administrator of ScholarWorks at WMU. For more information, please contact [email protected]. APPROVED FOR ALL AUDIENCES: A LONGITUDINAL CONTENT ANALYSIS OF THE PORTRAYAL OF WOMEN IN MOVIE TRAILERS by Brooke S. O’Neil A thesis submitted to the Graduate College in partial fulfillment of the requirements for the degree of Master of Arts. Sociology Western Michigan University August 2016 Thesis Committee: Whitney DeCamp, Ph.D., Chair Zoann Snyder, Ph.D. Jesse Smith, Ph.D. APPROVED FOR ALL AUDIENCES: A LONGITUDINAL CONTENT ANALYSIS OF THE PORTRAYAL OF WOMEN IN MOVIE TRAILERS Brooke S. O’Neil, M.A. Western Michigan University, 2016 Movie trailers are ever present in our society and impactful in the way society constructs views about various aspects of life. Trailers are unique in that they are specifically tailored and edited to entice audiences to buy tickets to the film. Further, prior research has indicated that in various forms of media, women are continuously underrepresented, disproportionately sexualized, stereotyped, and victimized. The present study examines the portrayal of women through a content analysis of 230 of the top grossing trailers across seven decades: 1950-2015. The research focuses on women’s representation, sexualization, gender roles, and violence. The analysis reveals that in the 65 year span of movie trailers, women’s portrayal has remained relatively constant over time, with little to no change. Trailers continue to have less overall screen time, less speaking time, and fewer roles for women. Women continue to be sexualized, stereotyped, and remain relatively absent from violence as well. These results highlight the need for more attention to changing the film industry’s institutionalized social construction of women’s portrayals to better fit reality. © 2016 Brooke S. O’Neil ACKNOWLEDGEMENTS I would first like to thank my committee members, Dr. Zoann Snyder and Dr. Jesse Smith, for their support and guidance throughout the thesis process and express my sincere appreciation for the help they have provided. I would like to express my immense gratitude to my chair, Dr. Whitney DeCamp, for all of the time, support, help, and guidance since day one of the project when I arrived in your office with just a conception about looking at women’s portrayal in movies. You have been an integral part in every aspect of this thesis, a true mentor, and I truly appreciate all of the time you put into everything and your encouragement throughout. I also must express my gratitude to Jordan Hess for his immeasurable support and help throughout the completion of this thesis. Your encouragement through every step of the process from the first day of grad school to my last has been appreciated more than I could ever express in words. I must also thank Biggby Coffee for being my workplace and caffeine supplier during this entire process. Brooke S. O’Neil ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii LIST OF TABLES .......................................................................................................................... v LIST OF FIGURES ....................................................................................................................... vi INTRODUCTION .......................................................................................................................... 1 LITERATURE REVIEW .............................................................................................................. 3 Movie Trailers and Women ........................................................................................................ 3 Representation ............................................................................................................................. 8 Sexualization ............................................................................................................................. 10 Gender Roles ............................................................................................................................. 16 Violence .................................................................................................................................... 23 Social Construction ................................................................................................................... 25 Research Question and Hypotheses .......................................................................................... 37 METHODS .................................................................................................................................. 39 Content Analysis ....................................................................................................................... 39 Sample ....................................................................................................................................... 40 Validity and Reliability ............................................................................................................. 42 Coding Categories ..................................................................................................................... 43 Frequency of representation. ................................................................................................. 43 Sexualization ......................................................................................................................... 43 Gender role characteristics .................................................................................................... 45 Violence ................................................................................................................................. 47 Descriptives ........................................................................................................................... 48 Analysis ..................................................................................................................................... 49 RESULTS .................................................................................................................................... 49 Descriptives .............................................................................................................................. 49 Representation .......................................................................................................................... 53 Sexualization ............................................................................................................................ 66 Gender Roles ............................................................................................................................ 74 Violence ................................................................................................................................... 77 DISCUSSION ............................................................................................................................ 111 iii Table of Contents - Continued Descriptives ............................................................................................................................. 111 Representation ......................................................................................................................... 112 Sexualization ........................................................................................................................... 114 Gender Roles ........................................................................................................................... 117 Violence .................................................................................................................................. 119 Social Construction ................................................................................................................. 121 Limitations and Future Research ............................................................................................ 125 CONCLUSION ........................................................................................................................... 128 REFERENCES ........................................................................................................................... 131 APPENDICES ............................................................................................................................ 137 A. MOVIE TRAILERS ........................................................................................................... 137 B. GENDER ROLE TRAITS ................................................................................................. 143 C. CODING SHEET
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