Abstract

This research investigates the relationship between Egyptian Mass Media coverage and the perception of the Egyptian audience towards women’s physical appearance in Egyptian Advertising (TV and Magazines). In TV commercials, stereotypes are associated with women. Research indicates that media can generate a continued negative imagery and stereotypes, in particular towards women. There is an obvious inconsistency in the way women dress demonstrating that they are habitually portrayed as more sexual objects than are men. Hopefully, this research would move ahead feminist view towards disparity in the depiction of sexuality and roles of women along the years. In spite of the fact that the study has shown an indication towards the emergence of an innovative tendency towards revealing women equal to men; nevertheless, stereotyping towards women still exists. Both qualitative and quantitative methods of research were applied in this research, which is the ‘perception of women in Egyptian advertising’. In this research, the sample was a “Purposive Non-Random” composed of both genders. Qualitative research was used to gain the insight into the Egyptian society perception of women in Egyptian Media. Then a quantitative research was used to conclude the results and be able to describe the perception of the population under study.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

6-1-2013

Submission Date

June 2013

First Advisor

Hegazy, Ibrahim

Committee Member 1

Zaki, Galal

Committee Member 2

Mourad, Maha

Extent

130 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Advertising -- Egypt.

Library of Congress Subject Heading 2

Women -- Egypt.

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

Comments

First of all, Allah the most merciful who has granted and blessed me in every aspect in my life. Thanks God for your blessings, guidance and mercy. My sincere gratitude to Dr. Ibrahim Hegazy, Associate Professor, American University in Cairo; I would like to express my deepest thanks for his time and constant effort to improve this thesis. Special thanks to Professor Galal Zaki, Lecturer, American University in Cairo, to be the second advisor for this thesis is highly appreciated. Special thanks to Dr. Maha Mourad for her examition to this thesis. Her effort in reading and examining this material had enriched the fil presentation of this study. Special thanks to Dr Ahmed Tolba for his help in statistics, greatly appreciated. Special thanks to all my superiors, friends and co-workers at MSA University for their assistance and support. No words could ever express my gratitude to my family for their moral and fincial support, without which I would have never been able to make it through the graduate program To my Mother, I owe you not only this thesis, but actually every achievement in my life. You are the core of my life. God bless you and grant you health and happiness. To my Grandfather, without your constant pushing and your believing in me, I would not have reached this step. I hope I am making you proud. To my father and sisters, Thanks for your help, love and support.

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