2000∼2015년 성역할 태도 변화 연구: 한국의 TV광고 내용 분석

Abstract

This study aims to find to what extent and in which direction changes in gender-role attitudes have been evolved over a sixteen-year period from 2000 to 2015 by means of analyzing the types, patterns, and frequencies of characters and products viewed from TV ads in Korea. For this purpose, 4,016 TV ads viewed in the given research period have been surveyed focusing on the contents analysis of TV ads by the method of Chi-square test (a well-known instrument to determine whether a significant difference between frequencies of the expected and the observed in one or more categories exists) to verify differences of gender modality changes over time in the corresponding research period. As results, the study found that significant changes in genderroleattitudes have been occurred in the corresponding research period in Korean society. The expression of men’s patriarchal attitudes in TV ads have been rapidly decreased while roles and status of women have been increasingly improved and reinforced in terms of gender equality as well as egalitarian and liberal relationships between males and females over time during the given research period.