Stereotypical Genderisation in Picture Section of Opinion-Forming Dailies in Slovakia And Its Development as Demonstrated by Samples from 2007 and 2012

The paper deals with the ever-current topic of stereotypisation in mass media. The issues of the usage and the effectiveness of stereotypes are being broadly discussed in the domain of marketing communication. In the study, the author focuses on identifying stereotypes (gender or other stereotypes) in so-called opinion-forming printed daily newspapers in Slovakia, while trying to note the type and direction of the trends to portray people stereotypically in picture section of the dailies between 2007 and 2013. The author has used a quantified content method [Scherer, 2004] with the results processed statistically by non-parametric procedures. 1685 people pictures and images have been analysed in total. Multiple stereotypes have been identified - including gender related and also stereotypes in the presentation of the elders and children.