ETA2005 Proposal

A Look at Gender Stereotypes in Taiwanese TV Commercials
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Abstract

Landis (in Blandon and Lee, 1995) states that gender roles are learned through the socialization process. Parents tend to treat their children differently based on their gender. Teachers, likewise, have their own preferences when it comes to delegating chores that require physical strength. The media, television (TV) in particular, also plays a great role in intensifying the gender role stereotypes that shape the Taiwanese mentality and way of life. These stereotype roles are frequently used by advertisers and multinational companies when promoting their products and services through TV commercials. In this paper, I will discuss a task-based project that was given to 4th year university level students enrolled in my Language and Culture class at Wen Zao Ursuline College of Foreign Languages. The use of multimedia and online video as tools in the course of this project is also discussed and attention is likewise given to student feedback on a questionnaire administered online. Students’ critical reflections and subjective analyses of their performances reveal positive results, allowing me to conclude that using TV commercials can be an effective way to hone students’ analytical skills, giving them a different perspective in looking at their own culture and the society that they live in.