This project investigates the representation of women in Italian government advertisements from the 1990s to the present, examining how these portrayals align with Section J of the Beijing Platform for Action, which calls for balanced, non-stereotypical, and empowering depictions of women. By analyzing six selected public service announcements (two per decade) from both governmental sources and the Pubblicità Progresso foundation, the research assesses the persistence or transformation of gender stereotypes, the inclusivity of messages, and their potential to empower women. The study uses a mixed-methods approach: qualitative visual and textual analysis of advertisements, quantitative surveys with Italian and non-Italian participants aged 20–30, and follow-up interviews with respondents who identified stereotypes. This intercultural sample allows for the exploration of how educational background and cultural context influence the recognition and interpretation of gender roles in media.
Findings indicate that over half of participants did not initially recognize gender stereotypes, with Italian respondents generally perceiving little change over time and international respondents noting some positive developments. Notably, only women—often exposed to feminist discourse on platforms like TikTok and Instagram—identified stereotypes, suggesting that awareness is linked to engagement with gender equality debates. While more recent ads contained more visible stereotypes, overall results suggest limited progress toward the Beijing Platform’s goals, with ingrained biases persisting in public communication. The study highlights the enduring influence of government advertising on societal norms and calls for more inclusive, stereotype-free campaigns to promote genuine gender equality. Limitations include small sample size, cultural sensitivity factors, and the subjective nature of visual interpretation, but the research offers a foundation for further academic and policy-oriented work in media representation.
