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All Journal International Journal of Humanities, Management, and Social Science (IJ-HuMaSS) Journal of Educational Research and Practice
Shafi, Saheeh
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown in Bangladesh: Critical Interpretation Shafi, Saheeh
International Journal of Humanities, Management and Social Science (IJ-HuMaSS) Vol 4 No 1: June 2021
Publisher : Lamintang Education and Training Centre, in collaboration with the International Association of Educators, Scientists, Technologists, and Engineers (IA-ESTE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36079/lamintang.ij-humass-0401.165

Abstract

This paper aims at a precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman's Gender Stereotypes Hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen's Systemic Functional Analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough's stylistic analysis of Discourse Analysis is used to find out these features in the advertisements to search the cultural, political implications. Lastly, the paper uses Pope's The Rape of the Lock and it's Cultural-Ecofeminist Analysis of Francois d'Eaubonne to connect with the above mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years whether the changes in gender roles both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out about a change in the minds of people about the stereotypes and make a more women inclusive and women friendly environment in Bangladesh and South Asian Countries.
Student-Generated Advertisements as Cultural Texts: Advancing Intercultural Communicative Competence in Business Communication Pedagogy Shafi, Saheeh
Journal of Educational Research and Practice Vol. 3 No. 3 (2025): Journal of Educational Research and Practice
Publisher : Yayasan Centre for Studying and Milieu Development of Indonesia (CESMiD)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70376/jerp.v3i3.408

Abstract

This study investigates how student-generated online advertisements function as cultural texts for developing intercultural communicative competence (ICC) in Bangladeshi business communication courses. Guided by Ertay and Gilanlioglu’s ICC scale, social semiotics, and the notion of asynchronous interculturality, a sequential explanatory mixed-methods design was employed. In the quantitative phase (N = 90), an adapted ICC questionnaire (α = 0.89) and instructor rubrics assessed three conditions: case studies, ad creation only, and ad creation with an ICC rubric. Results showed significant differences across ICC dimensions (F(3,268) = 45.71, p < .001), with attitude improving most and awareness least. Longitudinal rubric scores confirmed large gains in language appropriateness and cultural-symbol accuracy, while visual cues improved modestly. Qualitative data from interviews, focus groups, journals, and artefact analysis highlighted students’ enthusiasm for creative tasks but also revealed an “awareness–attitude paradox,” the emotional labour of cultural mediation, and the need for explicit guidance in visual literacy. Findings demonstrate that student-generated advertisements are effective tools for advancing ICC when paired with structured assessment and reflective scaffolding. The study recommends integrating validated rubrics, visual-literacy modules, and telecollaborative exchanges into business-English curricula. Limitations include the single-institution context and short intervention period, suggesting the need for broader and longitudinal replication.
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