Title page for ETD etd-06212006-133037


Type of Document Master's Thesis
Author Massey, Joel D.
Author's Email Address joelmassey79@hotmail.com
URN etd-06212006-133037
Title Are You Ready for Some ... Sex, Violence, and Gender Stereotypes? A Content Analysis of Monday Night Football Commercials and Programming Promotions
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Robert Kirby Goidel Committee Chair
Andrea Miller Committee Member
Lance Porter Committee Member
Keywords
  • programming promotions
  • violence on television
  • sex in television
  • television advertising
  • sports advertising
  • gender stereotyping
Date of Defense 2006-03-20
Availability unrestricted
Abstract
This study examined the content of 200 commercials from the 2004 season of Monday Night Football documenting sexual content, violence, and gender role stereotypes. The data revealed that despite the fact that men appeared twice as often as women, women were more likely to be stereotyped than men. About one quarter of the commercials contained sexual content and about one-fifth contained violence. Beer ads were more sexual than other ads but were not significantly more violent than other ads. There was no clear pattern of variance in the amount of sexual and violent commercials across quarters. Programming commercials were far more sexual and violent than other commercials and were most likely to appear last in the pod. These findings have relevance for recency effects of ad recall as well as social learning theory and gender schema theory. The present data indicate a decline in sexual content, violence, and gender stereotypes compared to previous television advertising studies. Possible reasons for the decline include recent political and social pressure and increased female viewership of NFL games. Despite apparent declines in sexual and violent content, this study alerts us to lingering concerns about commercial content, and raises the possibility that the networks themselves may be the worst offenders.
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