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Gendered Representations and Portrayals in Technology Advertisements: Exploring Variations by Age, Race and Ethnicity

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Abstract

Using quantitative and qualitative content analysis, we document gender images in video technology advertisements from top technology companies. We find underrepresentation and stereotyping of women in these advertisements, but the most striking patterns appear when race and age are considered. Black women and Latinas are vastly underrepresented compared to white women and their male counterparts. Elderly characters, both male and female, are among the least visible characters in these advertisements. There is greater gender parity among children and teenagers, but among adults and elderly, there is significant gender disparity, especially for whites and blacks. We conclude that these images reinforce hegemonic ideals and reinforce the association between technology and masculinity, as well as whiteness and youth. Implications for understanding the current gender gap in technology are considered.

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Authors and Affiliations

  1. Department of Sociology and Anthropology, George Mason University, Fairfax, 22030, VA, USA

    Subriena Persaud

  2. Department of Sociology, College of Sciences, University of Central Florida, 4000 Central Florida Blvd, Howard Phillips Hall, rm. 403, Orlando, FL, 32816-1360, USA

    Liz Grauerholz & Amanda Koontz Anthony

Authors
  1. Subriena Persaud
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  2. Liz Grauerholz
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  3. Amanda Koontz Anthony
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Correspondence to Amanda Koontz Anthony.

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This research was deemed exempt by the respective Institutional Review Board due to a lack of human participants.

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Persaud, S., Grauerholz, L. & Anthony, A.K. Gendered Representations and Portrayals in Technology Advertisements: Exploring Variations by Age, Race and Ethnicity. Gend. Issues 35, 137–152 (2018). https://doi.org/10.1007/s12147-017-9191-z

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