The Portrayal of Women in Nepalese Print Media Advertisements: A Fair Representation or Stereotype?

Research Aims: This study examines the representation of women in post-pandemic Nepalese print advertisements, focusing on gender roles, stereotypes, and emerging professional identities. Design/methodology/approach: The study uses survey data from 150 respondents and content analysis to explore women's portrayals and advertisement placement in print media. Research Findings: Women are predominantly portrayed as beauty symbols (86%) and in family-oriented roles. Meanwhile, 74% of respondents indicate that women's independence remains associated with domestic responsibilities. Although professional representations are emerging, traditional stereotypes remain dominant. Theoretical Contribution/Originality: This study contributes to gender representation literature by highlighting the persistence of traditional stereotypes alongside emerging progressive portrayals of women in Nepalese print advertising.