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Gender in the Hong Kong Media

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Gender in the Hong Kong Media Table of Contents Executive Summary ............................................................................................................ 5 Preface ............................................................................................................................... 13 Glossary/Acronyms ........................................................................................................... 15 List of Tables ..................................................................................................................... 17 Chapter 1 Overview ....................................................................................................... 19 1.1 Introduction ............................................................................................................. 19 1.2 Study Objectives ..................................................................................................... 19 1.3 Scope of Study ........................................................................................................ 19 1.4 Organization of the Report ...................................................................................... 20 1.5 Research Team......................................................................................................... 20 1.5.1 Core Members of the Team .............................................................................. 20 1.5.2 Organization Structure of Research Team ........................................................ 20 Chapter 2 Literature Review .......................................................................................... 22 2.1 Introduction ............................................................................................................. 22 2.1.1 Understanding about Media ............................................................................. 22 2.1.2 Current Trend of Female Gender Portrayal in Hong Kong Media ................... 22 2.2 Public Perception of Female Gender Portrayal on News Reports and Advertisements in Hong Kong ................................................................................ 23 2.2.1 Perception towards News Reports.................................................................... 23 2.2.2 Perception towards Advertisements ................................................................. 23 2.2.3 Perception towards Television Programmes .................................................... 24 2.3 Overseas Studies on Female Gender Portrayal in the Media .................................. 24 2.3.1 Content Analysis .............................................................................................. 24 2.3.2 Perception and Effect Analysis ........................................................................ 25 2.4 Impact of Media Female Portrayal .......................................................................... 25 2.4.1 Gender Role Stereotypes .................................................................................. 26 2.4.2 Objectification and Dismemberment – Distorted Aesthetic Standards of the Human Body ..................................................................................................... 27 2.4.3 Sexual Attitudes................................................................................................ 29 2.4.4 Future Generations ........................................................................................... 30 2.5. Regulations and Guidelines .................................................................................... 32 1 2.5.1 International Experiences ................................................................................. 32 2.5.2 Overseas Experiences ....................................................................................... 33 2.5.3 Current Practice in Hong Kong ........................................................................ 35 2.6. Actions to Counteract the Negative Impact of Media Female Portrayal ................ 37 Chapter 3 Household Survey.......................................................................................... 40 3.1 Survey Research Methodology ............................................................................... 40 3.1.1 Sampling Method ............................................................................................. 40 3.1.2 Target Respondents .......................................................................................... 40 3.1.3 Questionnaire Design ....................................................................................... 40 3.1.4 Pilot Study ........................................................................................................ 41 3.1.5 Fieldwork ......................................................................................................... 41 3.1.6 Response Rate .................................................................................................. 41 3.1.7 Sample Size and Sample Error ......................................................................... 42 3.1.8 Quality Control ................................................................................................. 42 3.1.9 Data Processing and Statistical Analysis .......................................................... 42 3.2 Findings from the Survey ........................................................................................ 43 3.2.1 Overall Demographic Profile from the Survey ................................................ 43 3.2.2 Media Consumption ......................................................................................... 46 3.2.3 Masculine and Feminine Characteristics.......................................................... 49 3.2.4 Response to Advertisements/ News Pictures ................................................... 49 3.2.5 Self-assessment of Image ................................................................................. 50 3.2.6 Masculine and Feminine Stereotypes ............................................................... 51 3.2.7 Importance of Religious Belief ........................................................................ 52 3.3 Scales ....................................................................................................................... 52 3.3.1 Scale Construction............................................................................................ 52 3.3.2 Personal Comfort.............................................................................................. 53 3.3.3 Community Acceptability ................................................................................ 53 3.3.4 Advertisement Appeal ...................................................................................... 53 3.3.5 News Interest .................................................................................................... 53 3.3.6 Masculine and Feminine Characteristics.......................................................... 53 3.3.7 Self-assessment of Image ................................................................................. 54 3.3.8 Masculine and Feminine Stereotypes ............................................................... 54 3.4 Demographic Differences ........................................................................................ 54 3.5 Relationships between Media Consumption and Attitudinal Scales ....................... 59 2 3.6 Relationships between Demographics/ Media Consumption and Scales ................ 59 3.7 Masculine/ Feminine Characteristics over the Past Decade .................................... 61 3.7.1 Feminine Characteristics .................................................................................. 61 3.7.2 Masculine Characteristics ................................................................................ 61 3.7.3 Conclusions ...................................................................................................... 63 3.8 Conclusions and Implications ................................................................................. 63 3.8.1 Introduction ...................................................................................................... 63 3.8.2 Public Perception of Female Gender Portrayal and Public Acceptance of Female Gender Portrayal and Sexual Stereotyping of Women in the Media ... 64 3.8.3 Identifying the Association between Media Materials and Public Perceptions ........................................................................................................ 66 3.8.4 Implications ...................................................................................................... 67 Chapter 4 Focus Groups ................................................................................................. 68 4.1 Introduction ............................................................................................................. 68 4.2 Research Methodology ............................................................................................ 68 4.2.1 Target Participants ............................................................................................ 68 4.2.2 Participant Recruitment .................................................................................... 69 4.2.3 Design of Discussion Guideline ....................................................................... 69 4.2.4 Pilot Study .......................................................................................................
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