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Gender stereotypes in advertisements for male politicians: longitudinal evidence from Greece

Author

Listed:
  • Iordanis Kotzaivazoglou

    (Technological Educational Institute of Central Macedonia)

  • Leonidas Hatzithomas

    (University of Macedonia)

  • Eirini Tsichla

    (Technological Educational Institute of Western Macedonia)

Abstract

The present study employs a longitudinal approach in order to investigate the use of gender stereotypes in print political advertisements for male candidates for parliamentary seats in Greece. For the purpose of the research, a sample of 863 advertisements from 20 daily national and local Greek newspapers issued between 1993 and 2009 was content analysed. The results of the study indicate that the predominant gender stereotypes in political advertising throughout the period in question were those of the successful and the dynamic male politician. The study revealed, however, that a definite change in the predominant stereotypes took place over the course of the period, there being a gradual shift towards the presentation of gender egalitarian, male figures. While in commercial advertising gender stereotypes have been extensively examined, there is a dearth of research on their manifestation in political advertising.

Suggested Citation

  • Iordanis Kotzaivazoglou & Leonidas Hatzithomas & Eirini Tsichla, 2018. "Gender stereotypes in advertisements for male politicians: longitudinal evidence from Greece," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 333-352, September.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:3:d:10.1007_s12208-018-0202-x
    DOI: 10.1007/s12208-018-0202-x
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    References listed on IDEAS

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    1. Richard L. Fox & Jennifer L. Lawless, 2004. "Entering the Arena? Gender and the Decision to Run for Office," American Journal of Political Science, John Wiley & Sons, vol. 48(2), pages 264-280, April.
    2. Daniel Stockemer & Rodrigo Praino, 2015. "Blinded by Beauty? Physical Attractiveness and Candidate Selection in the U.S. House of Representatives," Social Science Quarterly, Southwestern Social Science Association, vol. 96(2), pages 430-443, June.
    3. David Marsh & Paul ‘t Hart & Karen Tindall, 2010. "Celebrity Politics: The Politics of the Late Modernity?," Political Studies Review, Political Studies Association, vol. 8(3), pages 322-340, September.
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    Cited by:

    1. Marcelo de-Oliveira & Claudio Marcio Almeida & Emerson Wagner Mainardes, 2022. "Politics and social media: an analysis of factors anteceding voting intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 309-332, June.

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