The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 20, 2009). Thesis advisor: Greeley Kyle. Includes bibliographical references.

Thesis (M.A.) University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 23, 2007) Includes bibliographical references.

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for companies seeking effective ways to inform and persuade the consumer. Consequently, retailers need to develop creative message strategies and tactics that will positively affect consumer attitudes. One particular tactic available to retailers is the use of a spokesperson in the advertisement. Salespersons are used in numerous advertisements and can provide key benefits to an advertiser. However, to maximize these benefits, retailers need to carefully select the spokesperson that will be most effective for their store and product. This purpose of this research is to examine the characteristics that influence consumers' perceptions of print advertisements that include a spokesperson in the advertisement. Most of the past literature concerning spokespersons has concentrated on the consumer perspective of meeting and interacting with a living, breathing person. This research seeks to use the past research on salespeople to examine the spokesperson as a cue in a print advertisement. In this perspective, the consumer views the spokesperson from a visual-only perspective. The proposed experiment will utilize print advertisements from two retail businesses. More specifically the study will investigate how consumers react if the individual viewed in the advertisement is typical (matches with their preconceived stereotype) or if the salesperson is atypical (does not match with their preconceived stereotype). This research also examines how men and women are viewed differently in the spokesperson role and how changes in physical appearance may impact consumers' perceptions. The research also studies the influence of spokesperson stereotypes on consumers' cognitive responses.

This research investigates the gendered nature of video arcades and video games, in relation to the perceptions and attitudes of the users to them. Video arcades are relatively recent sites of leisure and engagement with electronic games. Very little research (if any) in this area has been done in South Africa. This research is concerned with both media and gender and draws on a theoretical framework informed by poststructural understandings of gender construction and discourse. The research also examines users' habits and attitudes to and perceptions of the video arcades, the games and their narrative scenarios, in relation to gendered behaviours. As a Media Educator, these findings reinforce the researcher's belief in an urgent need for Media Education in South African schools. / Thesis (M.Ed.)-University of Natal, Durban, 2001.

Thesis (Ph. D.)--University of North Texas, Dec., 2007. / Title from title page display. Includes bibliographical references.

Thesis (M.A. in Sociology)--Washington State University, May 2009. / Title from PDF title page (viewed on Apr. 23, 2010). "Department of Sociology." Includes bibliographical references (p. 63-69).

In the 1990s, Susan Faludi’s Backlash: The Undeclared War Against Women (1992) was arguably of signal importance in the thematization of the limits imposed by the media on the negotiation of gender identity. However, the utilization of Faludi’s various analyses, in the interest of rendering social critique, has become progressively more problematic during the first decade of the 21st century. This is because her analyses engage neither with the development of media technologies subsequent to the early 1990s, nor with the way in which such technological developments now engage audiences on a greater multiplicity of levels than before, in a manner that consequently stands to inform their subjectivity to a degree hitherto unimagined. (A good example of the latter would, of course, be the proliferation of interactive exchanges on the World Wide Web). As such, in the light of such technological developments, this treatise is orientated around an investigation of the continued relevance of Faludi’s Backlash (1992) for the negotiation of gender identity in the contemporary era. In particular, its focus falls on West’s film Lara Croft: Tomb Raider (2001), which is considered against the backdrop of the Lara Croft: Tomb Raider phenomenon, which encompasses sequels to the film, online interactive sites, graphic novels, figurines, and video games, among other products. This investigation draws on the reception theory of, on the one hand, Adorno and Horkheimer, and, on the other hand, Stuart Hall.

Thesis (M.A. (Media Studies)) -- University of Limpopo, 2020 / The 21st century has been characterised by a growth in community radio (CR) programming for development and gender awareness sensitisation campaigns. Many radio programmes and documentaries feature issues that deal with gender and diversity issues. However, most are excessively packaged with content that depicts stereotypes and lack sensitivity. This study explores how CR covers and presents gender in the production and construction of programmes and news. It also offers basic strategies on how to produce gender sensitive programming. Furthermore, the study assessed the knowledge and attitudes of CR volunteers on gender mainstreaming as a concept. A mixed methods research paradigm combining both qualitative and quantitative methods was applied in this study. The review of literature involved an extensive analysis of gender reporting in the media and CR. Data was collected using questionnaires, focus group interviews, personal interviews and archival material. A transformation model was utilised for data interpretation and analysis. Study findings show that CRs do not adequately cover gender issues, portray gender in stereotypical norms, and the majority of volunteers have a negative attitude towards gender mainstreaming. The study endorsed formal gender training and the diversification of views as a primary solution to addressing gender disparity in the media. Keywords: Gender, gender mainstreaming, Community radio, programming

This study was conducted through in-depth interviews to examine potential differences between binary-aligned transgender individuals and non-binary individuals in regards to media usage when learning about, articulating, and explaining their gender identity. Results showed numerous differences between transgender people with binary-aligned and non-binary gender identifications in regards to social media preferences and differences in perceived media importance and effects. Additional information was found in regards to the age at which gender identity is articulated and the importance of individuality in comparison to one's gender identity.

Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: Arguing from a social constructionist perspective and using a qualitative methodology the aim of the present study was to explore different dimensions of gender amongst a group of adolescent girls between the ages of 14 and 18 years living in Rustenburg, South Africa. More specifically it explores and describes the following aspects of gender amongst these girls: (a) how young adolescent girls living in Rustenburg perceive gender roles in general and how they perceive their own roles in particular (b) their gender relations with other adolescents and (c) their views on and expectations of the future as women. The rationale for selecting Rustenburg as the geographical area of research is due to its semi-rural location. While rural communities are generally perceived to be more conservative than urban areas they do not escape modernizing influences such as the mass media. An underlying theme of the present study is thus to ascertain whether or not the girls in Rustenburg still have relatively conservative perceptions regarding gender. The fmdings of the present study reveal that the participants have broken away from conforming to traditional roles assigned to women and would like to combine new modem roles with existing traditional roles. It is also clear that the mass media has a considerable influence in this regard. According to the respondents society values .a woman that can succeed in being a good mother, wife and home-keeper as well as being a career woman. Most of the participants want to fulfil these multiple roles. The advantages of being career women, according to these participants, are that such women are independent and fmancially self-reliant. Regarding gender relations, friendships with girls and boys are of equal importance to the respondents. On the one hand sufficient common ground exists to interact comfortably with boys, while on the other hand interacting with boys is seen as useful in obtaining insight into the life world of boys. However, a general opinion held by the girls is that they feel more comfortable to discuss more personal and intimate topics with their girl friends. Relationships with younger girls and factors influencing popularity among girls were also explored as themes. Future expectations that are shared by participants are that they would like to complete their school education and attend a technikon or university to further their education. Their future career expectations cover a wide range of occupational choices. Most of the participants want to get married in future - the ages varying between 25 and 30. They would also like to have children but only once they have established a good career. Their main concerns for the future are whether or not there will be job opportunities for them in the careers that they want to pursue. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie was om ondersoek in te stel na die volgende aspekte van 'n veelrassige groep adolessente meisies in Rustenburg se opvattings m.b.t. gender: (a) hul opvattings oor genderrolle in die algemeen en hul eie rolle in besonder; (b) hul genderverhoudings met ander adolessente; en (c) hul sienings oor en verwagtings van die toekoms. Die studie is gegrond in 'n sosiaal-konstruksionistiese perspektief en het gebruik gemaak van 'n kwalitatiewe metodologie. Indiwiduele onderhoude sowel as fokusgroepsessies is onderneem met 10 meisies tussen die ouderdomme van 14 en 18 jaar. Rustenburg is as geografiese area gekies weens die semi-landelike aard van die gemeenskap. Alhoewel landelike gemeenskappe dikwels as meer konservatief beskou word as stedelike areas spring hul nie moderniserende invloede soos die massamedia vry nie. 'n Onderliggende tema van die studie was dus on te bepaal of die meisies in Rustenburg not steeds relatief konserwatiewe genderopvattings het. Die studie het bevind dat respondente nie meer volledig konformeeraan tradisionele rolle wat aan vroue toegeskryf word nie en graag nuwe moderne rolle wil kombineer met bestaande tradisionele rolle. Dit is ook duidelik dat die massamedia 'n groot invloed het in hierdie verband. Volgens die respondente word 'n vrou wat suksesvol is as goeie moeder, eggenoot en tuisteskepper sowel in 'n loopbaan hoog gewaardeer. Die meerderheid van die respondente wil hierdie meervoudige rolle vervul. Volgens die respondente is die voordeel van 'n loopbaan vir vroue daarin geleë dat hulle onafhanklik en fmansieël selfonderhoudend kan wees. Met betrekking tot genderverhoudings is bevind dat vriendskappe met meisies en seuns ewe belangrik is vir die respondent. Aan die een kant bestaan daar voldoende gemeenskaplike belangstellings om gemaklik met seuns te kommunikeer, terwyl interaksie met seuns aan die ander kant ook nuttige insigte bide in die leefwêreld van seuns. Die algemene mening van die meisies is egter dat hul meer op hul gemak voel om persoonlike en intieme sake met hul meisievriende te bespreek. Daar is ook ondersoek ingestel na die verhoudings met jonger meisises sowel as faktore wat die gewildheid van meisies bepaal. 'n Gemeenskaplike toekomsverwagting van die respondente is dat hulle hul skoolopleiding wil voltooi en daarna tersiêre opleiding aan 'n universiteit of technikon wilondergaan. Hulle het egter uiteenlopende loopbaanverwagtings. Die meerderheid wil in die toekoms in die huwelik tree - met ouderdomme wat wissel tussen 25 en 30. Hulle wilook kinders hê, maar slegs nadat hul gevestig is in 'n goeie loopbaan. 'n Belangrike besorgdheid oor die toekoms is egter of daar voldoende werksgeleenthede sal wees in die loopbane wat hul wil volg.