Purpose – The present study aims to examine girls' perception of gender roles and gender identities in Hong Kong. Design/methodology/approach – A total of 16 girls aged 10 to 12 were asked to take pictures from the media that could illustrate “what girls or women should or should not be; and...

Purpose – A qualitative study by autovideography was conducted to examine adolescent girls' negotiation of their gender roles through the consumption of advertising images. This paper aims to document the study. Design/methodology/approach – In total, 20 adolescent girls aged 15 to 18 in...