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Gender stereotypes in videos on the 5-Minute Crafts channel
Stehlíková, Lucie ; Fousek Krobová, Tereza (advisor) ; Vochocová, Lenka (referee)
The status of men and women has evolved in recent decades, nonetheless, society still employs gender stereotypes to simplify its perception of the world. Often, it directly considers them as natural or necessary and associates them with sexual differentiation. Media can reflect or participate in reinforcing this idea by presenting women and men in different ways and in a limited range of roles. This thesis aims to reveal the prevalence of gender stereotypical depictions in life hack videos on the 5-Minute Crafts YouTube channel. To analyse this material, the paper uses as a starting point the research on the analysis of television advertising, which is one of the most frequent areas of gender stereotyping in broadcasting. Although it is not watched on demand by the audience, it is nevertheless consumed - even with the values it contains. Through a quantitative content analysis, this paper focuses on 40 randomly selected compilations from 11 playlists of the 5-Minute Crafts channel to evaluate individual videos utilizing the mini-drama format. Based on the results of the analysis, the thesis assesses the presence of stereotypes related to the genders under study and the most frequent areas affected by the stereotypes, as well as the frequency of phenomena that contradict gender expectations.
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