Kacie Smith, Psychology/Media and Communication Studies
“The Evolution of Gender Representations in Switzerland: A Content Analysis”
Faculty Mentor: Dr. Jason Loviglio, Department of American Studies and Media and Communication Studies
Expected Graduation Date: Spring 2008
Contact: kacie1@umbc.edu

This project will focus on female gender roles as represented in advertisements circulated in print media throughout Switzerland. I will refer to Erving Goffman’s theoretical framework of content analysis to examine the historical evolution of gender images in magazine advertisements. Ultimately, I will uncover visual mechanisms behind Swiss gender stereotyping, analyze how changes in images over time affect these stereotypes by portraying women differently, and determine whether Goffman’s analysis applies cross-culturally. The results from this study may be applied to future progressive movements for women depicted in visual media.