TV commercial representation of women in Italy and Bulgaria in view of the EU fight against gender stereotypes

Abstract

Recognizing stereotypes as an obstacle to gender equality, the European Union has set itself the challenge of eliminating them in media and advertising. Television ads are an important manifestation of gender stereotypes, and content analysis of such ads has a long tradition in the US and Western Europe. This study extends that tradition by comparatively analyzing the representation of women in TV ads in one representative founding EU member state, Italy, and one representative new member, Bulgaria.
Following the examples of other Western European and American authors, ads broadcast during a standard television week (21 to 27 March 2011) on two national commercial channels with the largest audiences in the two countries, Italy’s Canale 5 and Bulgaria’s bTV, are subjected to a detailed content analysis. The results are examined in light of statistically derived cultural differences between Italy and Bulgaria, and of Geert Hofstede’s theory of “cultural dimensions”. According to that theory, Italy’s is a more “masculine” culture and Bulgaria’s more “feminine”. Nonetheless, TV advertising follows certain similar patterns of gender representation, and these patterns are typical of both foreign and nationally produced ads. Although several differences and some tentative attempts to overcome stereotypes are noted, Italy and Bulgaria both appear as “southern” countries with a common patriarchal culture characterized by traditional gender stereotypes – more similar than cultural-dimensions theory would predict. The study concludes by considering to what extent images in ads match reality, and by discussing the relevance of its analysis both for the EU and at the national level. There have been intensive debates in Italy in recent years over women in media, but insufficient study of such images in Bulgaria. Correctly perceiving that advertising both reflects and shapes culture, the EU has called for overcoming stereotypes by changing perceptions, advocating awareness-raising campaigns aimed both at the general public and at leaders of media, advertising and other institutions. This study’s results reinforce those initiatives by highlighting the extent to which they have not yet succeeded, leaving gender stereotypes in advertising as an ongoing problem.

Keywords: television advertising, gender stereotypes, EU, Italy, Bulgaria
Parole chiave: pubblicità televisiva, stereotipi di genere, UE, Italia, Bulgaria