Intervention programme on gender portrayal in advertisements on social media

Abstract

ia. A total of 804 participants were enrolled through convenience and snowball sampling techniques. The prevalidated questionnaire was used to collect the data and the participants responses were measured on a Likert scale and represented in the form of percentage. To findout the association of demographic characteristics, a Chi-square test was used. Mann Whitney U test was used to find the differences in the scores for two independent categories like father and mothers education and categories like gender. To assess the differences in the response scores for multiple annual household income, the Kruskal-Wallis test was used. In phase II, an Intervention programme was developed where 50 participants were enrolled and the change in the response categories for attitudes and perceptions were represented in the form of cross-tabulations. The change in the response scores at pre and post intervention were analysed using the Wilcoxon Sign-Ranked test. The findings indicated that there was a significant xv difference in the median scores of the perceptions and attitudes of the students one gender portrayal in advertisements on social media before and after implementation of the Intervention programme. Since the roles assigned to women, men, and LGBTQIA+ communities in advertisements were mostly stereotypical, the respondents showed a greatly increased awareness of gender representation in the post-test data. The findings further provide implications for researchers, advertisers,marketing practitioners, and corporates to undertake concerted efforts to showcase equality of all genders in their respective areas of operation.