An Analysis of Perception of Gender Representation Turkish Adverts. A Reflection of Societal Change in North Cyprus

      Аннотация: Limited studies diverted their attention on viewers opinions of gender representation in television adverts. Research in this field at international level has indisputably shown that television adverts play a significant role in shaping societies. In the current study the role of television adverts in shaping Northern Cypriot society is the focus of analysis. More specifically, the viewers opinions on currently aired gendered television adverts is investigated with a view to establishing a profile for the public opinion in Northern Cyprus. The content and discourse analysis results of the responses indicated generation specific differences in the perception of gender representation in the adverts. Although gender specific differences in this respect were not apparent, detailed analysis showed gender specific differences in the perception of gender representation in the adverts watched. This study represents a unique analysis of viewer perception of gender representation in television adverts. The results of this study indicate, for the first time, a change in North Cypriot society towards a more gender sensetive structure.

Ключевые слова: tv adverts, gender representation, gender roles, cultivation of ideas, Consumerism, societal change