Gender Stereotypes in Commercials of “MegaCom” and “Shoro ... - AUCA

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies 1

American University of Central Asia

This thesis is submitted to fulfill partial requirements for Bachelor of Arts degree at the department of Journalism and Mass Communications

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies

By Akzhibek Beishebaeva Advisor: Dinara Akmatbekova

Bishkek 2012

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies 2 ACKNOWLEDGEMENTS

I would like to thank my advisor, Dinara Akmatbekova, for her supervising and professional approach, guidance and belief in my successful research.

I express my gratitude to Elena Skochilo, who always helped with any questions occurred during the senior year studying at the university.

I would also like to thank to Gulnara Ibraeva, who helped me realize the whole importance of my senior thesis.

I also express my appreciation to Selbi Jumaeva for constant readiness to support me while writing the study.

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies 3

ABBREVIATIONS

ICT ? information and communication technology company FMCG ? fast-moving consumer goods company RQ ? research question

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies 4

TABLE OF CONTENTS Abstract..............................................................................................5 Introduction.........................................................................................6 Literature review.....................................................................................9 Problem Statement..................................................................................15 Research Questions................................................................................17 Research Methods..................................................................................18 Data Summary......................................................................................21 Data Analysis........................................................................................22 Discussion...........................................................................................46 Limitations of study...............................................................................48 Recommendation for further research...........................................................50 References...........................................................................................51 Appendix............................................................................................54

Gender Stereotypes in Commercials of "MegaCom" and "Shoro" Companies 5

ABSTRACT This research was conducted in order to find out the gender stereotypes that are using in commercials of "MegaCom" and "Shoro" Kyrgyz companies. "MegaCom" is information and communication technology company (ICT), which provides mobile connection, and "Shoro" is a fast-moving consumer goods company (FMCG), which produces national beverages, so they use different gender roles and stereotyping. The study is based on a content analysis of commercials of those companies. The gender roles exploiting and suggestions to possible changes of commercials-making are discussed in this research. Based on mass communication cultivation theory, this work concentrates on a public relations sphere. The research also includes the synopsis of commercials of "Shoro" and "MegaCom".

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