Spolna vloga in otrokovo zaznavanje ter presojanje različnih tipov televizijskih oglasov za otroke

• Main Author: Milovanovič, Tanja
• Format: Article in Journal/Newspaper
• Language: Slovenian
• Published: Založba Univerze v Ljubljani / University of Ljubljana Press 2005
• Subjects: socializacija; spolne vloge; televizijsko oglaševanje; razlike med spoloma; socialization; sex roles; television advertising; gender differences; sami
• Online Access: https://journals.uni-lj.si/psiholoska-obzorja/article/view/20905; https://doi.org/10.20419/2005.14.186

Rezultati številnih raziskav opozarjajo, da se danes televizija s svojimi oglasi vključuje v proces socializacije otrok, med drugim tudi na področju razvoja spolnih vlog. Današnji oglaševalci z oblikovanjem različnih televizijskih oglasov za dečke in deklice še dodatno vplivajo na razvoj oziroma na utrjevanje obstoječih tradicionalnih spolnih shem pri otrocih. Namen raziskave, predstavljene v prispevku, je bil ugotoviti, v kolikšni meri so otroci sami sposobni zaznati razlike v vsebini, stilu in strukturi sporočila različnih tipov televizijskih oglasov (in različnih vidikov njihove oblike) ter ali te razlike v skladu s svojo spolno vlogo tudi odobravajo. V raziskavi je sodelovalo 68 udeležencev (35 dečkov in 33 deklic), starih povprečno 10 let, ki so na podlagi namensko sestavljenega vprašalnika ocenjevali pet televizijskih oglasov za otroke. Raziskava je pokazala, da udeleženci v skladu z osvojeno spolno shemo zaznavajo in celo odobravajo številne razlike med televizijskimi oglasi za dečke in za deklice. A lot of research has pointed out that television with its advertisements represents a part of the children's socialization, including the development of the sex roles. By designing different advertisements for boys and girls, today's advertisers additionally affect development and reinforcement of the children's traditional sex roles. The purpose of this study was to examine whether children are able to perceive differences in the content, style and structure of the message in different types of television advertisements (and different aspects of their form) and whether children approve of these differences according to their sex roles. Sixty-eight participants (35 boys and 33 girls) with a mean age of 10 years judged five television advertisements with a previously constructed questionnaire. The study has shown that, according to their sex roles, participants perceived and even approved of many of the differences between television advertisements for boys and television advertisements for girls.