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Gender Depictions and Lagging Effects

Extant literature argues that the representation of people in mass media is often biased and female behavior displays are overridden by overbearing male patterns (Frew and Shaw 1999). That is, media has actively reinforced unreal stereotypes. Several social scientists have concluded that the inaccurate gender portrayals in media advertising can be attributed to the media's tendency to lag behind in "in terms of recognizing societal challenges, particularly with regard to representations of gender roles" (Sirakaya and Sonmez 2000: 354). A critical analysis of advertising content in the contemporary era has become all the more crucial because distorted reflections of people in advertising are increasingly being considered a social issue (Pollay 1986). As pointed out by Williamson (1978), the focus in advertisements should not only be on innate qualities and attributes of products, but the overall product message should be meaningful to the society. In view of the aforementioned discourse, this study is conducted to test the following hypotheses: 1) Contemporary tourism advertising exerts a lagging influence on accurate portrayal of women and 2) Factors such as rank order of gender influence gender subordination portrayal.