THE DYNAMICS OF ASIAN STEREOTYPES IN ADVERTISEMENTS: A TEXTUAL ANALYSIS OF ADVERTISEMENTS FROM THE 2000, 2010s, AND 2020s DECADES USING FRAMING THEORY

Several types of Asian stereotypes have prevailed in the mass media over the past few decades, but advertisements are strongly influential in perpetuating and creating stereotypes. The purpose of this thesis involves examining ads in online print magazines to discover the dynamics of Asian stereotypes in the 21st century. These three recent decades of the media framed advertisements in ways that displayed Asian stereotypes. The method of textual analysis uses framing theory to analyze how ads are framed to display Asian stereotypes. Using the constant comparative method also assisted with comprehending the most prominent framing patterns of Asian stereotypes. The findings suggest that certain Asian stereotypes can be found in different kinds of ads, suggest that magazines focusing on different topics can make more Asian stereotypes emerge, and imply that the dynamics of Asian stereotypes in ads will continue shifting as emerging stereotypes coexist with current ones reappearing throughout future decades.