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Topic · Gender Studies

Media, Gender, and Advertising

Media, Gender, and Advertising is a research topic within Gender Studies. Science Explorer counts 20k research works in it since 1950. 10.1% of them reached the world's top 10% most cited for their field and year.

This cluster of papers explores the portrayal of gender roles, stereotypes, and representations in advertising and media, with a focus on the impact of femvertising, Disney princesses, and television commercials. It delves into content analysis of gender portrayal across different cultures and time periods, examining the influence of media on social identity and cultural perspectives.

  • Gender Roles
  • Advertising
  • Media Representation
  • Stereotypes
  • Femvertising
  • Disney Princesses
  • Content Analysis
  • Television Commercials
  • Social Identity
  • Cultural Perspectives
Research works
20k
fractional, since 1950
In the world top 10%
2k
per year above
Top-10% rate
10.1%
share of its works in the world top 10%
Growth, 2018-21 → 2022-25
+31%
the tick is no change
Largest producer
United States
23% of the 10 largest, 2022-now
Media, Gender, and Advertising

Which countries lead Media, Gender, and Advertising research?

By volume, the United States and China publish the most (849 and 490 works in 2022-now).

By volume, 2022-now

  1. 1 United States 849 works
  2. 2 China 490 works
  3. 3 Indonesia 485 works
  4. 4 Spain 439 works
  5. 5 Türkiye 400 works
  6. 6 United Kingdom 315 works
  7. 7 India 236 works
  8. 8 Germany 156 works
  9. 9 Brazil 134 works
  10. 10 Australia 134 works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

United States: 23.3%China: 13.5%Indonesia: 13.3%Spain: 12.1%6 others listed: 37.8%23%largest
United States849 · 23.3%China490 · 13.5%Indonesia485 · 13.3%Spain439 · 12.1%6 others listed1,375 · 37.8%

Shares of the rows listed above, not of the whole node.

Which institutions lead Media, Gender, and Advertising research?

By volume in 2022-now, Universidad Complutense de Madrid publishes the most Media, Gender, and Advertising research, followed by Universidad de Málaga and Universitat de València.

By volume, 2022-now

  1. 1 Universidad Complutense de MadridSpain 34 works
  2. 2 Universidad de MálagaSpain 23 works
  3. 3 Universitat de ValènciaSpain 19 works
  4. 4 Universidad de SevillaSpain 18 works
  5. 5 Universidad Rey Juan CarlosSpain 18 works
  6. 6 Universidad de SalamancaSpain 16 works
  7. 7 Georgia State UniversityUnited States 15 works
  8. 8 University of IndonesiaIndonesia 15 works
  9. 9 Film IndependentUnited States 14 works
  10. 10 Petra Christian UniversityIndonesia 14 works

Who are the leading researchers in Media, Gender, and Advertising?

The most-cited researchers publishing on Media, Gender, and Advertising include Victoria Clarke, Nicholas G. Martin and Luc Van Gool.

  1. 1 Victoria Clarke United Kingdom 285k citations
  2. 2 Nicholas G. Martin Australia 228k citations
  3. 3 Luc Van Gool Switzerland 177k citations

Ranked by citations received across their whole record, among researchers with at least three works on this topic.

What are the most cited papers in Media, Gender, and Advertising?

The most cited paper in Media, Gender, and Advertising is "The measurement of psychological androgyny." (Sandra L. Bem, 1974), with 8,602 citations. Next come "Self-Concept in Consumer Behavior: A Critical Review" (3,626) and "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context" (2,183).

Most cited papers
#PaperReleasedCitations
1 The measurement of psychological androgyny. Sandra L. Bem · Journal of Consulting and Clinical Psychology 1974 8,602
2 Self-Concept in Consumer Behavior: A Critical Review M. Joseph Sirgy · Journal of Consumer Research Dec 1982 3,626
3 An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context SCOTT B. MACKENZIE, Richard J. Lutz · Journal of Marketing Apr 1989 2,183
4 Postfeminist media culture Rosalind Gill · European Journal of Cultural Studies Open access May 2007 2,174
5 Development of a scale to measure the trait of food neophobia in humans Patricia P. Pliner, Karen L. Hobden · Appetite Oct 1992 2,124
All 99 most cited papers, with filters and sorting

Where is Media, Gender, and Advertising research done?

The largest centres of Media, Gender, and Advertising research in 2022-now are Madrid (Spain), Istanbul (Türkiye), Beijing (China) and Jakarta (Indonesia). Among places with at least 20 works in it, it is an unusually large share of all research in Málaga.

Largest cities, 2022-now

  1. 1 MadridSpain 96 works
  2. 2 IstanbulTürkiye 85 works
  3. 3 BeijingChina 74 works
  4. 4 JakartaIndonesia 59 works
  5. 5 LondonUnited Kingdom 57 works
  6. 6 SurabayaIndonesia 54 works
  7. 7 BandungIndonesia 53 works
  8. 8 AnkaraTürkiye 48 works
  9. 9 ShanghaiChina 43 works
  10. 10 YogyakartaIndonesia 42 works

Where it is the local speciality

  1. MálagaES · 23.4 works11×
← less than its size predicts1×more →

Location quotient: how much more of its research is in Media, Gender, and Advertising than the world average.

See Media, Gender, and Advertising on the map

Where is the best place to study Media, Gender, and Advertising?

Among universities, judged by research, University of Southampton, Universidad Complutense de Madrid and University of Amsterdam score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%20%40%mean 20.95%fractional works in this field (log) →share of work in the world top 10% →University of Southa…Monash UniversityUniversity of Amster…Universidad Complute…
above the meannear itbelow it

One dot per university in the first ten of the table below, at the default weights. The upper left is the interesting corner: small places doing unusually strong work.

Excellenceshare of its work in the world top 10%, 2022-now and all time averaged
40%
Specialisationhow much of its work is in this field, counted up to 10× the world share
10%
Sizeits output in this field, on a log scale
30%
Growthoutput growth, counted from -20% to +20%
10%
Internationalshare of its work with a co-author abroad
10%
Each slider sets a weight; the share it gets of the score is beside it.
#UniversityScoreTop 10%SpecialisationWorksGrowth
1University of SouthamptonUnited Kingdom 70.838.8%4.9×12 +41.0%
2Universidad Complutense de MadridSpain 55.83.6%8.4×34 +23.8%
3University of AmsterdamNetherlands 53.030.3%3.0×8 +13.7%
4Monash UniversityAustralia 52.131.8%2.4×11 +40.0%
5Georgia State UniversityUnited States 52.017.2%11.2×15 +249.0%
6Universidad de MálagaSpain 50.26.6%16.3×23 +24.0%
7Ghent UniversityBelgium 49.524.9%3.0×10 +9.7%
8The University of SydneyAustralia 47.722.8%2.3×13 +60.6%
9Sapienza University of RomeItaly 47.326.0%1.9×10 +164.0%
10Universidad de SalamancaSpain 46.67.5%10.1×16 +38.6%

Universities only. The score blends excellence (40%), size (30%), specialisation (10%), growth (10%), international reach (10%), 2022-now; growth compares 2018-21 with 2022-25 and counts up to +20%, since a jump from a small base is mostly noise.

Every institution in Media, Gender, and Advertising, country by country

Is Media, Gender, and Advertising research growing?

Output in 2022-2025 was 31% higher than in 2018-2021, peaking in 2024. The fastest-growing topics are Media, Gender, and Advertising.

still counting19801990200020102020
grewheldshrank

The same series as a ribbon: one cell per year, darker for more. The line above answers how much; this answers when.

Its share of all research

Growing output can still be a shrinking share: all of science grows. This is Media, Gender, and Advertising as a percentage of every work published that year, 0.027% in 2024.

still counting0.010%0.020%0.030%Media, Gender, and Advertising0.022% in 202519801990200020102020

Fractional works of Media, Gender, and Advertising over all fractional works that year. How the balance of science has shifted.

How much of it reaches the world top 10%

Year by year.

still counting5%10%15%Media, Gender, and Advertising10.2% in 2025200020102020

Of each year's works in it, the share that reached the world's 10% most cited for their field and year. A field is the world for its own topics, so there is no other line to hold it against.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.

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