From Childish Position to Masculine Role Representations of Childhood and Gender Roles in Television Commercials

Sociologists, believe that childhood is one of the most important periods of growth, personal and social development of person in the human society because at this time children socialization attained. In the process of socialization, children knowing with networking role, values ​​and social norms and gradually learn and internalize gender roles and become socialized. The function of socialization in the society, operate by various institutions in society like: family, reference groups, education, religion and mass media. The gender socialization of children's by TV has undeniable and important role. This study in the field of sociology of gender, cultural studies tradition and by accepting these premises that advertising as a genre of media have a direct link to culture of society, and in the process of socialization by media, children learn gender identity and roles, try to analyze and investigate Advertising TV with qualitative content analysis. The results indicate the presence of male sexist ideology in commercial advertising. As well as the analysis and interpretation of advertising texts, shown that kind of gender inequality in the representation of children in television advertising in favor of boys, prevail. In other words, television commercials have tried to offer special status to male children and reproduce the gender hierarchy and lasting subordination of the females and girls.