The Transformative Power of Advertising for Gender Equality
Gender Studies Application and Research Center Deputy Director Assist. Prof. Seyra Kestel's suggestions on gender equality were published on Anadolu Agency Business News website.
According to the content of the news report, Kestel drew attention to the problems in gender representation in advertisements and stated that research has proven these problems numerically. Emphasizing the power of advertisements to transform society, Kestel stated that this power should be used effectively.
Quoting a study conducted in 2020, Kestel touched upon the inequalities in gender representation in television commercials. Kestel said that advertisements have a responsibility to reduce gender inequality and eliminate discrimination.
Stating that advertisements not only reinforce women's traditional gender roles but also standardize their bodies, Kestel shared the following views:
“Another result of the research is that the rate of female protagonists of above average weight is as low as 8 percent. Traditional gender roles and stereotypes represented in the media and advertisements, as well as individuals and groups that are not represented at all, are one of the obstacles in eliminating gender inequality. However, advertisements reach almost every demographic and socio-economic category of society. Therefore, content producers must fulfill their ethical responsibilities. Discrimination that causes gender inequality is not only present in television commercials broadcast in Turkey, but also worldwide. Advertisements, which are the most important tool of consumer culture, code genders with traditional stereotypes, ignore some identities and orientations, and move away from the principle of visibility, which is necessary for social transformation.”
