Content Analysis and Gender

This week, I introduced our discussion of gender, which refers to the “social roles defining acceptable behavior for males and females in society.” These roles often center on ideas and norms about what types of behavior are masculine vs. feminine. A sociologist would provide data to show that these ideas are socially learned through institutions such as family, peers, and the media.

For this assignment, you will conduct a content analysis of how gender is communicated during Super Bowl commercials—one of the most-watched sporting events of the year. You should select a minimum of three Super Bowl commercials (preferably from this year). Watch the commercial closely.

Describe the commercial and product it is advertising briefly. Then, explain what each commercial communicates about gender—this can apply to both the men and women involved in the commercials. Read this short explainer for more detailsLinks to an external site. on the uses of content analysis in social science research.
Your content analysis could include answers to the following questions:

What roles are the men/women playing? Physically, how do they appear? What characteristics about them are emphasized (intelligence, physical looks, etc.)? Examples will be provided in class.
Then, discuss the following: Does the ad challenge and/or reinforce stereotypes about gender? Why or why not? What do these commercials communicate about broader gender norms in the U.S.? Be creative! There are no right or wrong answers. Explain your line of thinking. Write at least one short paragraph (3-5 sentences) for each commercial. Be detailed!

Tip: You may need to watch a few commercials to make sure that it IS communicating something about gender. Commercials that predominantly feature animals, mythical creatures, etc. may not work well for this assignment. Pick something that you can write about! Commercials can easily be found on YouTube in the week following the Super Bowl.

Papers should be at least two pages, double-spaced, 1-inch margins, 12-point font, Times New Roman. Cite outside sources if you use them (it’s not necessary).

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