American International Journal of Social Science

ISSN 2325-4149(Print), ISSN 2325-4165(Online)

Reinforcing Gender Stereotypes: A Critical Discourse Analysis of Health-Related PSAs in Hong Kong
Dr. Kimmy Cheng, Dr. Vivienne Leung

Abstract
Many scholars have investigated the effectiveness of health-related messages in public service announcements (PSAs). However, limited studies have executed macro-level analyses on the embedded ideologies in the healthrelated PSAs that might profoundly shape individuals’ perception and behavior. In light of an ongoing transition of gender roles in society, this study examines the health-related PSAs in Hong Kong to provide insight into the portrayals of females and males and how these portrayals reflect gender ideologies. Critical discourse analysis is adopted as the theoretical framework to scrutinize both audio and visual elements from 67 PSAs. By employing discourse and content analysis, results of this study show how gender stereotypes are reinforced, which reflect a depiction of patriarchal values and behaviors. This study suggests that there is a masked patriarchal ideology beneath the discourse of public interest, albeit nuanced by a rising concern for increased gender equality.

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