Risk And Responsibility In Contraceptive Advertising From A Gender Perspective

The problems of birth control and the prevention of sexually transmitted diseases involve both personal privacy and public health.With the update of social concept and the awakening of women's consciousness of subject and social fairness,the gender equality of risk and responsibility in contraception is also evolving.The core issue of this study is the presentation of the risk and responsibility demands in the advertisement of contraceptive products.What is the main framework used in contraceptive advertising to present contraceptive and sexual liability risks?What are the characteristics? Is there any deviation in the representation of gender media in contraceptive advertisements through the presentation of risks and responsibilities? How did this imbalance arise?In this paper,the research object for the 2009-2019 Chinese mainland condom advertising video,selecting on January 1,2009 to December 31,2019 in China's mainland TV or network media channels to release the Durex condom advertising,the Jissbon condom advertising,the Okamoto condom advertising,a total of 178 contraceptive products video advertising;SPSS software was used for coding statistics,media content was analyzed from two sociological perspectives of risk,responsibility,and related books were combined to discuss research issues and draw the final conclusion:Condom advertisements mainly use the hedonic profit framework and the personal attribution framework.In the presentation of risk and responsibility,we can see the obvious deviation between gender image and narrative structure tending to use the male perspective.This kind of social gender bias is constructed by the social culture with male power as the center.And over time,inequality in the media is created,reinforced and hidden.