2017 Student Research Conference:
30th Annual Student Research Conference

Food Gendering in Health Magazine Advertisements: A Document Analysis


Wyatt J. Beckman
Dr. Nancy Daley Moore, Faculty Mentor

Research shows gender associations impact dietary behavior and choices, and advertisements contribute to the development of attitudes and associations of their products (Courtenay, 2000; Parasecoli, 2005; Park & Smith, 2007). This study qualitatively analyzed the gender and sociocultural associations attached to foods through food advertisements in Men’s Health (n=10) and Women’s Health magazines (n=10). Grounded in Bem’s Gender Schema Theory, this inductive document analysis aimed to answer the following two research questions: 1) What gender-based health behavior messages are being communicated about food to consumers? 2) How do these messages about food fit into the current conceptualization of gender within the United States? Preliminary results reveal important differences between the two magazines regarding nutritional claims, claims of product benefits, and the visual presentation of the advertisements. Ultimately, the sociocultural associations imbedded within the advertisements participate in the social construction of gender and contribute to dietary attitudes and behaviors within society.

Keywords: food, gender, advertisements, magazines, norms, health, health behavior, diet

Topic(s):Health Science

Presentation Type: Oral Paper

Session: 408-3
Location: VH 1212
Time: 3:00

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