Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Gender role portrayals in online advertising in a Nordic context

Published: May 24, 2023


Mikaela Björkqvist, Aalto University School of Business; Petra Paasonen, Aalto University School of Business


There is evidence from the past 50 years that advertising has portrayed women in a sexist manner, often depicting women as passive housewives or decorative accessories. More recently it has been acknowledged that advertising has also set limitations to acceptable masculinities. Advertisements promoting diversity and inclusion have increased in recent years. Also attitudes towards diversity, equality and inclusion have improved and consumers increasingly demand brands to consider inclusivity in their advertising. Yet, research on gender role stereotypes shows little progress; it has been found that advertising is still promoting unhealthy and harmful stereotypes. The aim of this study is to investigate gender role portrayals in digital advertising in Finland. By conducting a content analysis of a sample of 50 different YouTube advertisements, the paper contributes to the research of gendered advertising by exploring a new cultural context. Moreover, this paper provides insight into the less studied context of online, digital advertising.