{"id":"https://openalex.org/W7204124265","doi":"https://doi.org/10.31410/eraz.2025.641","title":"Gender Stereotypes in Pharmaceutical and Food Television Commercials Aired in Serbia (2016-2025)","display_name":"Gender Stereotypes in Pharmaceutical and Food Television Commercials Aired in Serbia (2016-2025)","publication_year":2025,"publication_date":"2025-01-01","ids":{"openalex":"https://openalex.org/W7204124265","doi":"https://doi.org/10.31410/eraz.2025.641"},"language":"en","primary_location":{"id":"doi:10.31410/eraz.2025.641","doi":"https://doi.org/10.31410/eraz.2025.641","is_oa":true,"landing_page_url":"https://doi.org/10.31410/eraz.2025.641","pdf_url":"https://doi.org/10.31410/eraz.2025.641","source":{"id":"https://openalex.org/S4220650976","display_name":"International Scientific Conference ERAZ.  Knowledge Based Sustainable Development","issn_l":"2683-5568","issn":["2683-5568"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Scientific Conference ERAZ - Knowledge Based Sustainable Development","raw_type":"proceedings-article"},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://doi.org/10.31410/eraz.2025.641","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5006003100","display_name":"Silva M. Kosti\u0107","orcid":"https://orcid.org/0000-0002-7766-6391","observed_orcids":["https://orcid.org/0000-0002-7766-6391"]},"institutions":[{"id":"https://openalex.org/I4405254898","display_name":"Academy of Technical and Art Applied Studies","ror":"https://ror.org/02c798j29","country_code":"RS","type":"education","lineage":["https://openalex.org/I4405254898"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Silva Kosti\u0107","raw_affiliation_strings":["The Academy of Technical and Art Applied Studies Belgrade , Department School of Information and Communication Technologies , Starine Novaka 24 , 11000 Belgrade , Serbia"],"raw_orcid":"https://orcid.org/0000-0002-7766-6391","affiliations":[{"raw_affiliation_string":"The Academy of Technical and Art Applied Studies Belgrade , Department School of Information and Communication Technologies , Starine Novaka 24 , 11000 Belgrade , Serbia","institution_ids":["https://openalex.org/I4405254898"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5041053689","display_name":"Ana Slavkovi\u0107","orcid":"https://orcid.org/0009-0005-3430-2263","observed_orcids":["https://orcid.org/0009-0005-3430-2263","https://orcid.org/0000-0001-9935-2599"]},"institutions":[{"id":"https://openalex.org/I4405258917","display_name":"Akademija strukovnih studija Politehnika","ror":"https://ror.org/01d9ywx93","country_code":"RS","type":"education","lineage":["https://openalex.org/I4405258917"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Ana Slavkovic","raw_affiliation_strings":["The Academy of Applied Studies Polytechnic Belgrade , Katarine Ambrozi\u0107 3 , 11000 Belgrade , Serbia"],"raw_orcid":"https://orcid.org/0009-0005-3430-2263","affiliations":[{"raw_affiliation_string":"The Academy of Applied Studies Polytechnic Belgrade , Katarine Ambrozi\u0107 3 , 11000 Belgrade , Serbia","institution_ids":["https://openalex.org/I4405258917"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"641","last_page":"650"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":1.0,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":1.0,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13173","display_name":"Gender Studies in Language","score":0.0,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11540","display_name":"Gender, Feminism, and Media","score":0.0,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/gender-stereotypes","display_name":"gender stereotypes","score":1.0},{"id":"https://openalex.org/keywords/television-advertising","display_name":"television advertising","score":0.8410000205039978},{"id":"https://openalex.org/keywords/pharmaceutical-advertising","display_name":"pharmaceutical advertising","score":0.9940000176429749},{"id":"https://openalex.org/keywords/food-and-beverage-advertising","display_name":"food and beverage advertising","score":0.9940000176429749},{"id":"https://openalex.org/keywords/gender-representation","display_name":"gender representation","score":0.7749999761581421},{"id":"https://openalex.org/keywords/role-portrayal","display_name":"role portrayal","score":0.765999972820282}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7519000172615051},{"id":"https://openalex.org/C2992153596","wikidata":"https://www.wikidata.org/wiki/Q854995","display_name":"Television advertising","level":2,"score":0.6729999780654907},{"id":"https://openalex.org/C2776359362","wikidata":"https://www.wikidata.org/wiki/Q2145286","display_name":"Representation (politics)","level":3,"score":0.5446000099182129},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5077000260353088},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.4948999881744385},{"id":"https://openalex.org/C2778408831","wikidata":"https://www.wikidata.org/wiki/Q9299","display_name":"Serbian","level":2,"score":0.4514000117778778},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4408000111579895},{"id":"https://openalex.org/C3018587665","wikidata":"https://www.wikidata.org/wiki/Q7268696","display_name":"Qualitative analysis","level":3,"score":0.37549999356269836},{"id":"https://openalex.org/C168127410","wikidata":"https://www.wikidata.org/wiki/Q1754331","display_name":"Stereotype (UML)","level":2,"score":0.33160001039505005},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.32339999079704285},{"id":"https://openalex.org/C147101817","wikidata":"https://www.wikidata.org/wiki/Q13443840","display_name":"Product category","level":3,"score":0.31520000100135803},{"id":"https://openalex.org/C2987718291","wikidata":"https://www.wikidata.org/wiki/Q2095","display_name":"Food products","level":2,"score":0.31209999322891235},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3059999942779541},{"id":"https://openalex.org/C2781403550","wikidata":"https://www.wikidata.org/wiki/Q2672163","display_name":"Gender role","level":2,"score":0.2930000126361847},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.2854999899864197},{"id":"https://openalex.org/C558299567","wikidata":"https://www.wikidata.org/wiki/Q11033","display_name":"Mass media","level":2,"score":0.2791999876499176},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.2648000121116638},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.2621000111103058},{"id":"https://openalex.org/C87156501","wikidata":"https://www.wikidata.org/wiki/Q7268708","display_name":"Qualitative property","level":2,"score":0.25360000133514404}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.31410/eraz.2025.641","doi":"https://doi.org/10.31410/eraz.2025.641","is_oa":true,"landing_page_url":"https://doi.org/10.31410/eraz.2025.641","pdf_url":"https://doi.org/10.31410/eraz.2025.641","source":{"id":"https://openalex.org/S4220650976","display_name":"International Scientific Conference ERAZ.  Knowledge Based Sustainable Development","issn_l":"2683-5568","issn":["2683-5568"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Scientific Conference ERAZ - Knowledge Based Sustainable Development","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.31410/eraz.2025.641","doi":"https://doi.org/10.31410/eraz.2025.641","is_oa":true,"landing_page_url":"https://doi.org/10.31410/eraz.2025.641","pdf_url":"https://doi.org/10.31410/eraz.2025.641","source":{"id":"https://openalex.org/S4220650976","display_name":"International Scientific Conference ERAZ.  Knowledge Based Sustainable Development","issn_l":"2683-5568","issn":["2683-5568"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Scientific Conference ERAZ - Knowledge Based Sustainable Development","raw_type":"proceedings-article"},"sustainable_development_goals":[{"score":0.6025999784469604,"id":"https://metadata.un.org/sdg/5","display_name":"Gender equality"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204124265.pdf","grobid_xml":"https://content.openalex.org/works/W7204124265.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7103231951","https://openalex.org/W3005968628","https://openalex.org/W4389888811","https://openalex.org/W2586982678","https://openalex.org/W2899627043","https://openalex.org/W6997234596","https://openalex.org/W2997484135","https://openalex.org/W2340904740","https://openalex.org/W3007006755","https://openalex.org/W7135713242"],"abstract_inverted_index":{"This":[0],"paper":[1],"explores":[2],"gender":[3,71,81,101,122,128],"stereotypes":[4,82,129],"in":[5,20,100,124,133],"television":[6,18,105],"commercials":[7,53],"for":[8],"pharmaceutical":[9,47],"and":[10,12,31,41,48,51,64,84,88,109],"food":[11,50],"beverage":[13,52],"products":[14],"broadcast":[15],"on":[16],"five":[17],"channels":[19],"Serbia":[21],"\u2013":[22,34],"TV":[23,27,29,32],"Prva,":[24],"RTS":[25],"1,":[26],"B92,":[28],"Pink,":[30],"N1":[33],"during":[35],"three":[36],"time":[37,108],"periods:":[38],"2016,":[39],"2021,":[40],"2025.":[42],"A":[43],"total":[44],"of":[45,72,91],"105":[46],"231":[49],"were":[54],"analysed":[55],"using":[56],"a":[57,116],"mixed-methods":[58],"content":[59],"analysis":[60],"that":[61],"combined":[62],"quantitative":[63],"qualitative":[65],"approaches.":[66],"Key":[67],"variables":[68],"included":[69],"the":[70,73,89],"voice-over,":[74],"role":[75],"portrayal":[76],"(doctor,":[77],"patient,":[78],"caregiver),":[79],"common":[80],"within":[83,103],"across":[85,110],"product":[86,112],"categories,":[87],"presence":[90],"non-stereotypical":[92],"portrayals.":[93],"The":[94],"study":[95],"aims":[96],"to":[97],"identify":[98],"trends":[99],"representation":[102,123],"Serbian":[104],"advertising":[106],"over":[107],"different":[111],"types.":[113],"Findings":[114],"indicate":[115],"gradual":[117],"shift":[118],"toward":[119],"more":[120],"balanced":[121],"recent":[125],"years;":[126],"however,":[127],"remain":[130],"prevalent,":[131],"particularly":[132],"locally":[134],"produced":[135],"commercials.":[136]},"counts_by_year":[],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2026-08-25T00:00:00"}
