Gender and Cultural Stereotypes in a Selection of American Movie Posters from the 21st Century. A Social and Cultural Semiotic Analysis.
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Date
2025
Authors
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Journal ISSN
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Publisher
Université Mouloud Mammeri Tizi Ouzou
Abstract
This exploratory study aims to identify the way gender and cultural stereotypes are depicted in
American movie posters of the 21st century. In order to reach the research aims, this study
relies on Kress and Van Leeuwen (2006) Reading Images and Douglas Kellner (1995) Media
culture theories, and on the qualitative research for data collection and analysis. For data
collection procedure, secondary data is used including books, websites, and previous studies.
Concerning the analysis of the gathered data, a Qualitative Multimodal Critical Discourse
(QMCDA) and thematic analysis are used to analyze and interpret the results of the qualitative
data. The findings reveal that the American movie posters of the 21st century conduct global
matters as gender and cultural stereotypes in their visual designs shaping the perception of the
audience on gender roles within popular cultural. This research also highlights the importance
of critical media literacy and encouraging seeking diversity of visual media advertising. In
addition, it reveals that the visual media in the American movie industry conducts themes of
women empowerment, challenging gender stereotypes, cultural and racial discrimination, and
traditional gender roles.
Description
59p. : Ill. en coul. ; (+CD-Rom)
Keywords
American, Cultural Stereotypes, Gender, Movie poster, visual analysis
Citation
Language and Communication