What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study

Abstract

[EN] The aim of the research is to explore young audiences such as Generation Z’s and millennials’ opinions on traditional and modern masculinity in advertising. The researchers used the YouTube platform for opinion mining on several advertisements selected to find out what themes emerge from these discourses. By using Nvivo 11 qualitative data analysis software researchers conducted qualitative content analysis, sentiment analysis, and discourse analysis. The results showed that masculinity in advertising gets a lot of Gen Zers’ and millennials’ attention while the product discourse does not get any noteworthy importance in the discussions about the advertisements. In addition, the research found that when commenting on the advertisements consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor’s advertisements. The study also concluded that that consumers are more emotionally expressive and opinionated when viewing modern masculinity advertisements than traditional.