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A Shift in Gender Representations and Narratives in Super Bowl Commercials

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A Shift in Gender Representations and Narratives in Super Bowl Commercials Georgia State University ScholarWorks @ Georgia State University Sociology Theses Department of Sociology Fall 12-14-2016 A Shift in Gender Representations and Narratives in Super Bowl Commercials Ashley M. Rockwell Georgia State University Follow this and additional works at: https://scholarworks.gsu.edu/sociology_theses Recommended Citation Rockwell, Ashley M., "A Shift in Gender Representations and Narratives in Super Bowl Commercials." Thesis, Georgia State University, 2016. https://scholarworks.gsu.edu/sociology_theses/65 This Thesis is brought to you for free and open access by the Department of Sociology at ScholarWorks @ Georgia State University. It has been accepted for inclusion in Sociology Theses by an authorized administrator of ScholarWorks @ Georgia State University. For more information, please contact [email protected]. A SHIFT IN GENDER REPRESENTATIONS AND NARRATIVES IN SUPER BOWL COMMERCIALS by ASHLEY ROCKWELL Under the Direction of Daniel L. Carlson, PhD ABSTRACT Despite the wide, diverse, and captive Super Bowl television audience, there are only a few studies—none longitudinal—that have examined gender representations in Super Bowl commercials. Scholars have demonstrated that advertisements influence our behaviors and attitudes and can reinforce and reflect dominant ideologies (Garst and Bodenhausen 1997; Kilbourne 1999; Smeesters and Mandel 2006). This study examines how the gender narratives and representations in 665 Super Bowl advertisements that aired between 2005 and 2016 changed over time. Based on this content analysis, gender representations and narratives of Super Bowl commercials shifted to become more egalitarian. While there was a general trajectory toward more gender-egalitarian messaging, there were periods of more gender-traditional messaging along the way that followed shifts in the United States economy, with masculinity crisis and correction themes prevalent in the advertisements that aired during the economic downturn. As the economy recovered, advertisers emphasized fatherhood, caring men, and tough women. INDEX WORDS: Gender, Television advertising, Hegemonic masculinity, Economic downturn, Masculinity crisis, Content analysis A SHIFT IN GENDER REPRESENTATIONS AND NARRATIVES IN SUPER BOWL COMMERCIALS by ASHLEY ROCKWELL A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Arts in the College of Arts and Sciences Georgia State University 2016 Copyright by Ashley Marie Rockwell 2016 A SHIFT IN GENDER REPRESENTATIONS AND NARRATIVES IN SUPER BOWL COMMERCIALS by ASHLEY ROCKWELL Committee Chair: Daniel Carlson Committee: Donald Reitzes Mindy Stombler Electronic Version Approved: Office of Graduate Studies College of Arts and Sciences Georgia State University December 2016 iv DEDICATION This thesis is dedicated to my best friend of 19 years, Baby. It was wonderful to know that she would love me even if I never finished this thesis. She also kept me company during the many hours spent locating Super Bowl commercials online. If I could, I would make this entire page a big picture of my sweet old lady puppy dog. To answer the age old question “who is a good dog?” – Baby of course. Baby was the best dog. v ACKNOWLEDGEMENTS I would like to thank Kevin, Baby, Knives, and Leanna for helping to keep me sane during this endeavor, with many hugs, cuddles, words of encouragement, and chocolate. I would also like to thank my committee members, Dr. Mindy Stombler and Dr. Don Reitzes for their support and feedback. Special thanks to my thesis chair, Dr. Dan Carlson for his time and dedication spent ensuring my success. vi TABLE OF CONTENTS ACKNOWLEDGEMENTS .......................................................................................................... v LIST OF TABLES ................................................................................................................... viii LIST OF FIGURES .................................................................................................................... ix 1 Background .....................................................................................................................3 1.1 Gender Identity ........................................................................................................3 1.2 Hegemonic Masculinity and Emphasized Femininity ..................................................4 1.3 Representation.........................................................................................................5 1.4 Albert Bandura’s Four Subfunctions ..........................................................................6 1.5 Structuration ............................................................................................................7 2 LITERATURE REVIEW ........................................................................................................7 2.1 Gender and Advertisements .....................................................................................7 2.2 Super Bowl Commercials and Gender ........................................................................8 3 METHODS ...................................................................................................................... 11 3.1 Design.................................................................................................................... 11 3.2 Data and Sampling ................................................................................................. 12 3.3 Measurement and Analysis..................................................................................... 13 4 RESULTS ........................................................................................................................ 15 4.1 Overall Results ....................................................................................................... 16 4.2 Results for 2005 through 2007 ................................................................................ 20 4.3 Results for 2008 through 2012 ................................................................................ 22 vii 4.4 Results for 2013 through 2016 ................................................................................ 24 4.5 General Change Over Time ..................................................................................... 27 5 DISCUSSION................................................................................................................... 32 6 CONCLUSION ................................................................................................................. 38 REFERENCES ........................................................................................................................ 40 viii LIST OF TABLES Table 3.1 Number of Super Bowl Commercials Analyzed Per Year ............................................................ 13 Table 4.1 Character and Voiceover Totals for Each Super Bowl Year ......................................................... 17 Table 4.2 Percentage of Commercials that Reinforced or Challenged Gender Stereotypes ...................... 21 Table 4.3 Correlation of Super Bowl Year and Characters and Voiceovers ................................................ 27 Table 4.4 Correlation of Super Bowl Year and Gendered Roles ................................................................. 28 Table 4.5 Correlation of Super Bowl Year and Gender Stereotypes ........................................................... 31 ix LIST OF FIGURES Figure 4.1 The Ratio of Commercials that Challenged/Reinforced Gender Stereotypes ........................... 25 Figure 4.4.2 Percentage of Commercials that Show Women as a Victim Each Year .................................. 28 Figure 4.3 Percentage of Commercials that Emphasize the Importance of Women’s Beauty Each Year .. 29 Figure 4.4 Percentage of Commercials that Show Women as Powerful Each Year ................................... 29 Figure 4.5 Percentage of Commercials that Show Men as Fathers Each Year ........................................... 30 Figure 4.6 Percentage of Commercials that Use Stereotypes of Men Each Year ....................................... 31 Figure 4.7 Percentage of Commercials that Use Stereotypes of Women Each Year .................................. 31 Figure 4.8 Percentage of Commercials that Use No Obvious Gender Stereotypes Each Year ................... 32 Figure 5.1 Percentage of Unemployed Men Each Year (Bureau of Labor Statistics 2016) ......................... 35 1 The Super Bowl is an unofficial holiday in the United States (Cooper and Tang 2013; Pappas 2014; Wenner 2008, 2015) that frequently sets the highest viewership record for televised programs, often breaking its own record, year after year (Cooper and Tang 2013; Nielsen 2013, 2014; Pallotta 2015; Pappas 2014; Taibi 2015). While the viewers of the Super Bowl are diverse by race, gender, region, and age (Nielsen 2010), “television brings virtually everyone into a shared national culture” (Gerbner et al. 2002:44) and the Super Bowl exemplifies this. In addition to the size and diversity of its audience, another unique quality of the Super Bowl is its ability to bring together people who are actually excited to watch commercials (Kim, Cheong, and Kim 2012; McAllister 1999). The football game itself makes up only one quarter of the televised Super Bowl program; the rest is commercial programing. It is common for people to claim that they tune in just for the commercials (Pappas 2014). There is hype and anticipation
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