Gender Ideology and Drinking Norms: Content Analysis of Alcohol Advertisements in Selected ...

159 Pages·2016·1 MB·English

by  Sherry Jo Walker

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Doctoral Dissertations Graduate School
12-1992
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Sherry Jo Walker
University of Tennessee - Knoxville
Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss
Part of the Sociology Commons
RReeccoommmmeennddeedd CCiittaattiioonn
Walker, Sherry Jo, "Gender Ideology and Drinking Norms: Content Analysis of Alcohol Advertisements in
Selected Magazines, 1973 to 1988. " PhD diss., University of Tennessee, 1992.
https://trace.tennessee.edu/utk_graddiss/2665
This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee
Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized
administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact
[email protected].
To the Graduate Council:
I am submitting herewith a dissertation written by Sherry Jo Walker entitled "Gender Ideology
and Drinking Norms: Content Analysis of Alcohol Advertisements in Selected Magazines, 1973
to 1988." I have examined the final electronic copy of this dissertation for form and content and
recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor
of Philosophy, with a major in Sociology.
Suzanne B. Kurth, Major Professor
We have read this dissertation and recommend its acceptance:
Samuel Wallace, Thomas Hood, Susan Becker
Accepted for the Council:
Carolyn R. Hodges
Vice Provost and Dean of the Graduate School
(Original signatures are on file with official student records.)
Tot hGe raduateC ounicl:
Ia ms ubtmtiihneger witad hs isteartiworni nt bteyS hreyr JoW alekre ntitled
"GendIedre loogayn dD rinkNionrgm sC:on teAnnta ylsiosfA lcohol
Advteirsenmteisn S eclteeMda gazi1n97e3st, o 1 988". hIa veexa miend
thfei ncaolp tyh idssis tearotnif or forcmon taenandnt dr ecmomentdh aitt
bea ccpeteidnp artfiuiallllfe mnt ofr qetuehimere tnsf ort hdee gereo fD octor
ofP hoislophwyi,ta h m aojri nS ocigoyl.o
SuzanBn.Ke u rtMha,j oPrre osfsor
Weh avree atdh idssis teariton
andre menidt asc cteapnc:e
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Accpetefdo trh Ceo ucni: l
AssioactVeci eC hancloelr
andD eaonf T heG raduatSec hool
GENDERI EDOOLGYA NDD RINGK INNORM:S CONTENT
ANALYISSO FA LCOHOLA DVERSTIEMENTISN
SEELCTEMDA GAZNIES1,97 3T O1 988
A Dsisretiaotn
Prensteefdo trh e
DoctoofPr h lisoophy
Dergee
TheU nivseirtoyfT ennesseKeno,xv ille
SherryJ oW alekr
Decmebe1r99 2
ii
DEDCIATOIN
Thidssi stearitoinsd edicatteotd h mee moyr of
myg arndafhter, BrMiatcrei nH .
iii
ACKNOWELDGMEENTS
Iw oudll eit kot hnaks evepreaolp floeerx etndipnorgef ssiaosnsatlia snce
andp esronsaulp optr.T heg uidcaean ndu nedrasntdionftg h esieni dviduals
werievn aluatbol etc hoem ptlieoonft hidssis etratni.o
Ia mg artfeutlo m y majoard visDorrS.,u a znen Kutrhf,or criatlyi lc
reaidnagnd rveiewitnhgis sut d.y DrK.u tr'hsi snitgsha ndr ecmomendations
gudiedt hirse seafrrcoihmt bse ignntione gn dIa; p perciatheea rva iliatboyiv ler
thpea stthe rey era.s Moerovehre,sr e nes ohfu omra nd wordosfa susracne
madet eidouwso rbke aarble.
woulldki et ot hnakD r. SuBseacknfe orrc ommentsr elattoet dh e
hsitoroyf a clohoclon sumtipon.A lsoD,r .B ekcer'esd itsiknigl alnds
encoaugreemnater a ppercia.t ed
Iw oulldei kteox rpesmsy t hasn ktoote hrc omimttmeeem berDsr,.
ThmoasH ooadn d DrS.a muWeall alc.e Suggesitonbsy D rH.o oadn dD r.
Wallacceo nturtietbdot hseo cioliomgopitrcanacloe f tphoriejsc. t
Ia slow oulldei kteox persasp perctiiaotnot he
DeptamrenotfS ociolAongtoyhp,ro loagndy S,o ciWaolr kM,i dedT lennsesee
StatUenv ierys.iW theni tw asm osnte ed,em dembse orft hed eptamrent
porvidde insapitio.rn
Ia mi ndteebtdo m yt ypiAsntn,Ue p chcuhrW.i thoAunten 'ass isstance
ande mpat,h gyarduaitond eandelsia ndr qeueimresn twoudl haveb een
overwlhmei.n g
iv
Iw isthoa cnkowlegdem yf amilfyo r tshuepiptrao nrdp aetniec. amI
garetflut oT heA nrdewfsor u ndseatrndimnyga bsencfer ofmam iyle vents. A
speciatlha n-kyuo toL oyadn d LWianldekarf otrh ehiors tpaiiltayn do pen
reesravtipoonl iAclys.to h,a nkJse yrt aron dC arlWeanlaek rf oarlo lwinmge
tou set hehiorme asa retsinpaglc eb etewenM ufrrebeosor andK novxilIl e.
woudll ei kteox persismm easaurblae pperciattoiG orannd maM atriBne,t atny d
JoeL aswona,n dT heE dwardfsor s howicnongf indceei nm ya btiileaisnd
porviidnigsn trtuicoinnh owt oa cocmplgioslahs .
Latslbyu,mt o sdtef iintelyl enaoIswt to ,u lldei t kot hnakG regA,th ena,
Zeke,C adya,n dL ettieE.a cohf y ouw erceo mapssitoean nadt olerant, but
moeri mptoarntddlin yo dtsi rutm pyw orkA.l s,o aIp perctieaa ltlh em etsyi ou
madmee l auagnhdp o rvdieda b refarkmo wrtiing.
v
ABSTRACT
This coannatleynsctio sm peadrg enrda-elcoahsoslo ciapterisnoetnesd
ina lcoahdoevltr imseetnsi nM s.a ndS portIsul sltraftreod1m 9 73t o1 988.
Anasliyfso ucseodn (1 )ch aensgi ng endreperer snettaiodnusir nag p erioofd
tarnsitfiemoanlarelo le(s)2r, e laftriuevqeen cioefcs o ngtiivaen de mot­ion
inductihnegma epsp eanrgii ns esx peciicaf lcoahdovlte iirsnagn,d( 3d)ir nikng
normpser snetebdy a lcoahdovle rtdiusreirasn p ge rdi cohaarctreizbeyd
cirticoifas lmc omhaorlk entgi.
Potrryaalosfw omedni ndo atc cruaterleyf ltehcaetc tueamlpl oymte n
stuasto fw omen. Imageosff eminiwsemr seu priefcipaotlrry aalosfw omen
imittainmge n( .egw.h,i sekyc onusmtpino)o rp ersnetefdem iinsatssd ecoraet iv
objcte.s From1 973t o1 988,a lcoholi nMa sd.as n dS protIs ltlarutsed
icnreiagnslpyer snetegde dnesrt eryepoe.ts Womenw erde efinbeydt heir
retliaonssw hiitpmhe n,w heeras mweenrd eef inbeydt heaicroc mpliesnths.m
Inb otmha gazsi,fn oear lsla mep yleasr (i.1e97.3,, 1 982,1 988),
emoti-oninducitnhgee msp erdomniate.d Pesronsaalt aicstfiwoanst hmeo st
ferquetnytp oef e motion-indauppceailn.Fge r quensc oifoe theermo tion­
inductihnegms eusg gestthtead dfi freenitma gewse reu setdot artg efaem ale
verussa m almear ket. g(e.el,e gainnMc sea. n tdar dtiioinnS potrsI ulslrtat)e.d
Compariosfno onr amtimvees sagreeesva ltehda atcl ohoald si nM s.
moroetf enpe rsneteadl coahsoa l m eanosfe motion-meamneangt, whereas
aclohaodlis n S portIsll ustrmaotreedt eoanfs sioactdeirdn iknwgi thha zdaorus
vi
actiivt.i eIsnb otmha ganzeisi,m agoefsh eavyd irniknwge rmeo rfeer quent
thna imageosfm odaeitron.
Itw asc onucdledt haatl cohpoorldu cesr,a ndt heaidrv teirsers,
expmeernitewdi tnho n-cotnivoengnaeln dpeortr ralysoa nlwyh eni tw as
persumendo vealn do/rp orfibtlateo d os o.M oerovre,r peresnetiaotnosf
dirnikn(gi .tey.p,eo sf appaenadnl osra mtimvees sgaesa)p apretnlcyh agned
onlwyh etnh eew rerdeie rctthr eattots h see -lrfelgautoifao cnlo haodlv teirsing.
vii
TABLOEF C ONTENTS
CHATPER PAGE
1 . ITNROUDCTOIN 1
2. LIETRATURREEV IEW OFA DVERTSIIGN 7
Advtesirinagn dE veryEdxapye nrciees
MarektnigT echniqiunAe dsv eritnigs
BasPirci nlceoisfpB ranIdma geA dvteirsing
3. LITETRURAER EVIEW OFP ESRUAISONTE CHNIUQES
ANDP ORTRAYALOSF G ENDER 20
TargnegWt oimena ndD ipsalyos fF eminiitny
TargentgMi ena ndD islpayosfM acsuliitny
Conclusion
4. LIETRATURREEV IEW OFD RINKINNOGR MSA ND
ALCOHOALD VERSTIING 34
DrinkNiornmgsa ndC onsutmipoPnat terns
EmpirSitucdiaelas n dP ubclD iebtaes
Conclusion
5. THEROETCIALP ERSPTEICEV 51
DemoagprchC ihagneas ndth Fee maCloen usmer
SocioolfoE gmyot ions
6. METHODOOLGY 61
Sample
Coidng
Reilabtyi li
Anaylsis