{"id":{"repo_id":"carleton","oai_identifier":"oai:carleton.scholaris.ca:20.500.14718/40885"},"canonical_url":"https://search.dev.ndltd.org/etd/carleton/oai:carleton.scholaris.ca:20.500.14718/40885","repository":{"repo_id":"carleton","name":"Carleton University","base_url":"https://carleton.scholaris.ca/server/oai/request"},"display":{"title":"The Gender Bias and Representation in Movie Posters: A Study of 60 Years of Film","abstract":"Movie posters, as the frontline marketing tools, significantly shape audience expectations and perceptions, making their analysis crucial for understanding broader industry trends. This study quantifies "gender bias" in movie posters, defined through the disproportionate representation and prominence of male versus female characters, considering their visibility, spatial positioning, and size. Employing novel analytical techniques, we examined a dataset of 167,322 movie posters and observed a prevalent male bias. This bias is consistent across genres, geographical regions, and decades, though variations exist: action and adventure genres display pronounced male bias, while romance genres show more balanced representations. Additionally, movies exhibiting male bias tend to achieve higher box office revenues and ratings. Despite the study’s constraints, such as its binary gender approach and focus on a single poster version, our findings underscore the need for addressing gender representations in movie marketing materials and suggest avenues for future research in this domain.","abstract_html":"Movie posters, as the frontline marketing tools, significantly shape audience expectations and perceptions, making their analysis crucial for understanding broader industry trends. This study quantifies "gender bias" in movie posters, defined through the disproportionate representation and prominence of male versus female characters, considering their visibility, spatial positioning, and size. Employing novel analytical techniques, we examined a dataset of 167,322 movie posters and observed a prevalent male bias. This bias is consistent across genres, geographical regions, and decades, though variations exist: action and adventure genres display pronounced male bias, while romance genres show more balanced representations. Additionally, movies exhibiting male bias tend to achieve higher box office revenues and ratings. Despite the study’s constraints, such as its binary gender approach and focus on a single poster version, our findings underscore the need for addressing gender representations in movie marketing materials and suggest avenues for future research in this domain.","abstract_has_math":false,"creators":["Song, Yusen"],"institution":"Carleton University","degree_name":"Master of Information Technology (M.I.T.)","degree_level":"Master's","degree_discipline":"Digital Media","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2023,"date_issued":"2023","date_published":"2023","updated_at":"2026-07-24T01:34:38Z","subjects":[],"languages":["en"],"rights":["Copyright © 2023 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, distribution to students, research and scholarship. 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Despite the study’s constraints, such as its binary gender approach and focus on a single poster version, our findings underscore the need for addressing gender representations in movie marketing materials and suggest avenues for future research in this domain."]},{"key":"dc:title","label":"Title","values":["The Gender Bias and Representation in Movie Posters: A Study of 60 Years of Film"]}]}],"canonical_facts":{"dc:creator":["Song, Yusen"],"dc:date.accessioned":["2025-04-08T20:08:42Z"],"dc:date.available":["2025-04-08T20:08:42Z"],"dc:date.issued":["2023"],"dc:description.abstract":["Movie posters, as the frontline marketing tools, significantly shape audience expectations and perceptions, making their analysis crucial for understanding broader industry trends. This study quantifies "gender bias" in movie posters, defined through the disproportionate representation and prominence of male versus female characters, considering their visibility, spatial positioning, and size. Employing novel analytical techniques, we examined a dataset of 167,322 movie posters and observed a prevalent male bias. This bias is consistent across genres, geographical regions, and decades, though variations exist: action and adventure genres display pronounced male bias, while romance genres show more balanced representations. Additionally, movies exhibiting male bias tend to achieve higher box office revenues and ratings. Despite the study’s constraints, such as its binary gender approach and focus on a single poster version, our findings underscore the need for addressing gender representations in movie marketing materials and suggest avenues for future research in this domain."],"dc:identifier.doi":["10.22215/etd/2023-15709"],"dc:identifier.uri":["https://hdl.handle.net/20.500.14718/40885"],"dc:language.iso":["en"],"dc:publisher":["Carleton University"],"dc:rights":["Copyright © 2023 the author(s). 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