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Dissertation/Thesis Abstract

Female and Male Yogis in Media: An Analysis of Gender Stereotypes in Yoga Advertising
by Kamalipour, Daria, M.S., Southern Illinois University at Edwardsville, 2013, 100; 1550906
Abstract (Summary)

Yoga has gained a high level of visibility in American society, yet there are very few studies that have explored how yoga and those practicing yoga have been portrayed in the media. This study uses textual analysis to examine contents of yoga advertising to understand who is portrayed practicing yoga and what messages are being sent to the public through yoga advertising. Cultivation theory and social learning theory were used as the guiding theoretical framework for the study. Goffman's (1979) five coding categories aided the decoding process. The findings of the study show that yoga advertising primarily focuses on women. There is much less focus on men. This helps to establish inequality and gendering in yoga. Women practicing yoga are shown as powerful, confident, enlightened, graceful, and balanced. Men are shown as thin and non-muscular in cross-training roles. Findings reveal yoga advertising is gendered in content and contains distinctive portrayals and themes.

Indexing (document details)
Advisor: Mishra, Suman
Commitee: Maynard, Riley, Yu, Jason
School: Southern Illinois University at Edwardsville
Department: Mass Communication
School Location: United States -- Illinois
Source: MAI 52/04M(E), Masters Abstracts International
Subjects: Mass communications, Gender studies
Publication Number: 1550906
ISBN: 978-1-303-67131-9
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