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Changing Gender Roles in Prime-Time Commercials in Malaysia, Japan, Taiwan, and the United States

This study showed that during prime time, a new paradigm of gender role depiction has emerged in prime-time commercials in Japan, Taiwan, and Malaysia. Even though some stereotypes about the presentation of gender in commercials persist (for setting, product type, voice-over), the study found an equal number of males and females appearing as primary characters in commercials during prime time. In Japan, Malaysia, and Taiwan, the majority of commercials depicted males and females in nonstereotypical gender roles. Some shifts were also observed for role depiction in prime-time commercials in the United States. Reasons for these changes are discussed.

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John Sede
46 Vassilissis Sofias Avenue,
Athens 11528
Greece