180 presentation

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Gender and Dietary Supplements Presented by: Lisa Mahaffey Fall 2011 – Sociology 180AW

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Page 1: 180 presentation

Gender and Dietary Supplements

Presented by: Lisa MahaffeyFall 2011 – Sociology 180AW

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What are dietary supplements?

• Food and Drug Administration (FDA) defines as:▫A product taken by mouth that contains a “dietary

ingredient” intended to supplement the diet

• Including:▫vitamins, minerals, herbs or other botanicals, amino

acids, organ tissues, metabolites, and more

• For the purposes of this study: ▫A product taken by mouth that contains a “dietary

ingredient” intending or promising to alter body physique (weight loss, muscle gain, etc.)

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About Dietary Supplements

•Dietary Supplements do NOT require FDA approval

•Dietary Supplement use is highly prevalent (Pillitteri et al, 2007)

• Little research has been done to date

•Calls for sociologists to look at advertising techniques

•One way: through gender▫How is it appealing?▫How does it contribute to gender stereotypes?

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Research Question

•How do dietary supplement advertisements contribute to gender stereotypes?▫Hypothesis: through phrasing/terminology, facial

expressions, and body expressions.

•How do dietary supplement advertisements appeal to males vs. females? ▫Hypothesis: through reinforcing gender

stereotypes and promising or claiming to transform a person into the “ideal” male/female

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Literature Review – Pilliterri et al, 2007

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Literature Review – Crawford and Leventis, 2005

• Examine false claims in dietary supplement advertisements and labels

• 25% fail to provide FDA Disclaimer / of this 25%, 14% included a “structure-function” label

• Points out the lack of regulation on dietary supplement advertising

•Analysis calls for additional research on dietary supplement advertising

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Literature Review – Carmele et al, 2011

•Gender Stereotypes in the DSM-IV

• Targets markers used to dichotomize males and females

• Identifies categories relating to positive/negative physical traits

Category # of Markers

+ Male 18

+ Female 15

- Male 5

- Female 14

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Literature Review – Carmele et al, 2011

MALE FEMALE

• Muscular • Handsome • Piercing Gaze • Athletic • Dignified bearing

• Tiny • Attractive • Courteous Smile • Stylish/tasteful dress • Well made up

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Literature Review – Coltrane and Messineo, 2000

• Investigate gender prejudice in TV advertising

•Sample size = 1,699 commercials over 3 years

•Hypotheses:▫Men will be more prominently portrayed▫Men will be portrayed as aggressive▫Women will be portrayed as sex objects▫Women will fill romanticized/domesticated roles

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Literature Review – Coltrane and Messineo, 2000

MALE FEMALE

• Muscular • Handsome • Piercing Gaze • Athletic • Dignified bearing

• Aggressive• Employed• Order-giver

• Tiny • Attractive • Courteous Smile • Stylish/tasteful dress • Well made up

• Passive• Housewives• Sex objects

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Literature Review – Davis and Delano, 1992

• Investigate gender dichotomy in anti-drug campaigns in athletics

•Sample = >40 anti-drug campaign media texts (posters, videotapes, brochures)

•Hypotheses:▫Campaigns will promote a gender

dichotomy

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Literature Review – Davis and Delano, 1992

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Literature Review – Davis and Delano, 1992

MALE FEMALE

• Muscular • Handsome • Piercing Gaze • Athletic • Dignified bearing • Aggressive• Employed• Order-giver

• Testosterone• Facial/Body Hair• No Breasts• Large Genitalia• Short hair• Deep voice

• Tiny • Attractive • Courteous Smile • Stylish/tasteful dress • Well made up • Passive• Housewives• Sex objects

• Estrogen• No Facial/Body Hair• Breasts• Small Genitalia • Long hair• High pitched voice

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MALE FEMALE

Muscular Handsome

Piercing Gaze Athletic

Dignified bearing AggressiveEmployed

Order-giverTestosterone

Facial/Body HairNo Breasts

Large GenitaliaShort hair

Deep voice

Tiny Attractive

Courteous Smile Stylish/tasteful dress

Well made up Passive

HousewivesSex objects

EstrogenNo Facial/Body Hair

BreastsSmall Genitalia

Long hairHigh pitched voice

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Collapsed CategoriesTiny

Attractive Courteous Smile

Stylish/tasteful dress Well made up

PassiveHousewivesSex objects

EstrogenNo Facial/Body Hair

BreastsSmall Genitalia

Long hairHigh pitched voice

Muscular Handsome

Piercing Gaze Athletic

Dignified bearing AggressiveEmployed

Order-giverTestosterone

Facial/Body HairNo Breasts

Large GenitaliaShort hair

Deep voice

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Hypotheses

•Dietary supplement advertising will appeal to gender stereotypes / gender dichotomization through:

▫Body expression▫Facial expression▫Terminology

•Dietary supplement advertising will use unique approaches to appeal to male vs. female audiences

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Research Design

•Content analysis of print advertisements from 21 Top Selling, Nationally Distributed Magazines▫6 male targeted fitness magazines

Men’s Health, Men’s Fitness, Maximum Fitness, Muscle and Fitness, Iron Man, Fitness Rx

▫6 female targeted fitness magazines Shape Magazine, Women’s Health, Weight Watchers,

Fitness Magazine, Self Magazine, Health and Fitness▫3 male targeted non fitness magazines

Men’s Journal, Maxim, Sports Illustrated▫3 female targeted non fitness magazines

Cosmopolitan, Ladies Home Journal, Glamour▫3 gender neutral non fitness magazines

People, Reader’s Digest, TV Guide

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Research Design (cont’d)• All dietary supplement advertisements will be analyzed over a 1 year

period (n = ??)

• First, articles coded as male and/or female actor and male and/or female audience

• RQ1 – Gender Stereotypes?▫ Document – terminology▫ Code – facial expressions▫ Code – body expression (positioning, in relation to the advertisement)

• RQ2 – Advertising approaches?▫ Code – overall theme

• Codes will be processed through computer software

• Software will assist in collapsing similar categories, analyzing the data, and identifying patterns

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Research Design (sample)

Actor: Female

Audience: Female

Body Expression: CurvedSexyPassive

Facial Expression None/Not Shown

Terminology “make your ex wish he wasn’t”

“speeds metabolism”

“boosts energy”

“Knock off pounds”

Focus Gain ConfidenceSlim down

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Research Design (sample)Actor: Male

Audience: Male

Body Expression: RigidHands on hipsActive

Facial Expression AggressiveFurrowed brow

Terminology “heat”

“xtreme”

“get abs like me”

“ripped”

Focus Build muscle - abs

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Research Design (sample)

Actor: Male Female

Audience: Male Female

Body Expression: RigidHands on hipsActive

CurvedSexyPassive

Facial Expression AggressiveFurrowed brow

None/Not Shown

Terminology “heat”

“xtreme”

“get abs like me”

“ripped”

“make your ex wish he wasn’t”

“speeds metabolism”

“boosts energy”

“Knock off pounds”

Focus Build muscle - abs Gain ConfidenceSlim down

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Limitations and Implications

• Limitations▫Subjective▫Limited to print advertisements

• Implications▫Awareness to consumers of dietary supplement

advertisement methods

▫Calls on future research to examine the affects of dietary supplement advertising

▫Also calls on future research to possibly examine internet, radio, television, and other advertising forms