Syrian youth's attitudes towards the image of women in television advertisements on MBC and Lana satellite channels: a field study

Abstract

The research aimed to study the attitudes of Syrian youth towards the image of women in television advertisements on MBC and Lana satellite channels. To achieve this goal, the descriptive analytical approach was used, the social survey method by sample, and the questionnaire tool designed by the researcher was relied upon. It was designed according to the five-point Likert scale, and distributed to a regular random sample of residents of the Mazzeh area in Damascus. The sample size was 2585 people. After collecting data from the sample, it was emptied into the SPSS program and the appropriate statistical methods were chosen to answer the research questions and test its hypotheses. The research reached a set of results, the most important of which were: The level of satisfaction of Syrian youth with the image of women in television advertisements on MBC and Lana satellite channels is low. The

image of women in television advertisements on MBC and Lana satellite channels still relies heavily on stereotypes, as they are presented in traditional roles such as a housewife or as a tool to attract attention, with a clear absence of representation as a successful and independent personality. The results also showed that there were no statistically significant differences between the average satisfaction scores of the research sample members about the image of women in television advertisements on MBC and LNA satellite channels according to the gender variable. It was found that satisfaction decreased for both genders in a similar manner, while it showed that there were statistically significant differences between the average satisfaction scores of the research sample members about the image of women in television advertisements on MBC and LNA satellite channels according to the educational level variable. It was found that individuals with a university education or postgraduate studies were the least satisfied with the image of women in television advertisements compared to those with lower educational levels. There were no statistically significant differences between the average satisfaction scores of the research sample members about the image of women in television advertisements on MBC and LNA satellite channels according to the age variable. At the end of the research, a set of proposals were presented that would help improve the image presented to women in television advertisements, which would raise the level of youth satisfaction towards these advertisements.