scholarly journals CONSTRUCTING GENDER IN SOCIAL NETWORKS ON THE EXAMPLE OF THE NIKE SPORTSWEAR BRAND: THE NEW WOMEN AND THE SAME MEN

2020 ◽  
pp. 122-130
Author(s):  
Elvira V. Solodukhina ◽  
Keyword(s):  
Social Networks ◽  
Role Models ◽  
Gender Issues ◽  
The Other ◽  
Men And Women ◽  
Male And Female ◽  
Other Hand ◽  
The One ◽  
Gender Images ◽  
Female Audience

Relevance of the study. Researches of advertising and media are important components of social and cultural research, as it allows to take a critical look at gender images that exist not only in the media, but also in the public consciousness. We chose Nike for the study because of two reasons. First, they purposefully use a gender approach. The brand chooses its models based on what gender issues they can attract attention to. Secondly, Nike is the global brand that influences consumers in many countries, including Russia, setting not only fashion trends, but also lifestyle and values. Purpose. To demonstrate what gender images and standards the Nike brand uses to construct gender in the social network Instagram. Methodology. The research is based on the theory of social construction of gender, critical studies of advertising and the theory of postfeminism. Main methods: content analysis and comparative analysis. Research result. Analysis of the visual content of the Nike brand account in Instagram allowed us to draw the following conclusions: 1. Nike, like many clothing brands, on the one hand, demonstrates the binary of “male” and “female” in its media. They focus on “women's” as discriminated against by society and an issue that needs to be discussed. On the other hand, by making both men and women heroes and putting them in the context of “competition and victory”, Nike unites them and erases the gender boundaries. 2. The image of a man in Nike remains within the existing stereotypes, and the image of a woman shows the duality: on the one hand, she acquires masculine characteristics, on the other – she strives to preserve her femininity. This duality may be because the introduction of women into the masculine field (sport) deconstructs masculinity and turns masculine into universal. 3. The female audience feels the need for the new role models. If earlier in advertising there were two predominant types of women aimed at the female audience – the housewife and the beauty woman, now there is a third type – a feminist woman who claims for the previously male spheres. Nike, in their social networks, strive to meet the requirements of postfeminism in sports, where equality is embodied through the accessibility of all sports and the uniqueness of each gender through gender issues. 4. The gender of all brand characters is still built through two poles: male and female. Cisgender individuals have their own explicit gender characteristic in the brand, and a transgender man and woman with high testosterone levels, according to World Athletics, protect their right to be a “man” or a “woman”. This again leads to a discussion about the binary division of gender. Conclusions. In the context of the presence of men and women in the main brand account, a woman is positioned as an equal player to a man, but at the same time discriminated against. Women in this account, on the one hand are in the field of sports, heroism, leadership (the field of traditionally masculine characteristics), but on the other hand, should be focused on women's issues, and such a new issue is postfeminism, which constructs the new woman. In the context of a women's account, where you no longer need to compete with a man, the brand delves more into the topic of “femininity”. Feminism is also important here, but it is no longer necessary to reach so far for equality with men. Here you can see another facet of post-feminism-the emphasis on femininity as itself important and unique. This uniqueness can be expressed by women's sexuality and physicality. We assume that in the future, global brands such as Nike will continue to look for images for genders that go beyond the binary order. This may lead to an increase in gender-neutral collections, but the advantage, in our opinion, will remain, on the contrary, for the expansion and uniqueness of genders, since this gives a variety of examples for identification. This will primarily be influenced by public thought and values, especially the feminist and LGBT movements, as they set the gender agenda.

Gender and Social Exclusion in European Migration Crisis

2018 ◽  
pp. 658-676
Author(s):  
Marlou Schrover
Keyword(s):  
Twentieth Century ◽  
Social Exclusion ◽  
Historical Perspective ◽  
The Other ◽  
Men And Women ◽  
Refugee Women ◽  
Other Hand ◽  
Migration Crisis ◽  
The One ◽  
European Migration

This chapter discusses social exclusion in European migration from a gendered and historical perspective. It discusses how from this perspective the idea of a crisis in migration was repeatedly constructed. Gender is used in this chapter in a dual way: attention is paid to differences between men and women in (refugee) migration, and to differences between men and women as advocates and claim makers for migrant rights. There is a dilemma—recognized mostly for recent decades—that on the one hand refugee women can be used to generate empathy, and thus support. On the other hand, emphasis on women as victims forces them into a victimhood role and leaves them without agency. This dilemma played itself out throughout the twentieth century. It led to saving the victims, but not to solving the problem. It fortified rather than weakened the idea of a crisis.

scholarly journals Det globale gymet - Manligt og kvinnligt i simulakrats tidsålder

1997 ◽  
Author(s):  
Thomas Johansson
Keyword(s):  
The Other ◽  
Men And Women ◽  
Other Hand ◽  
Gender Ideals ◽  
The One ◽  
Body Ideals

The article deals with the gender ideals cultivated within contemporary fitness and gym culture - in particular the paradoxical features of this culture. On the one hand, traditional gender ideals are maintained and strengthened; on the other hand, there is a development towards an androgynous ideal. The hard and "perfect" body is gradually becoming a dial for both men and women. Men as well as women are facinated by this sculptured and well-trained body. Thus the gym and fitness culture contributes to changes in and a more reflexive attitude towards gender and body ideals.

Il radicamento di una comunitŕ di Xoraxanč Romŕ a Roma

2009 ◽  
pp. 67-84
Author(s):  
Marco Solimene
Keyword(s):  
Social Networks ◽  
Social Network ◽  
The Other ◽  
Present Contribution ◽  
Other Hand ◽  
The One ◽  
The City

- The present contribution examines the rootedness of a community of xoraxané romá in the city of Rome; rather than simply the continuity of presence in a specific territory, under consideration is the development and maintenance of social networks with the Roman population, specifically in the territories romá reside and/or work in. Further on, the paper describes how rootedness may be conjugated with some forms of mobility: on the one hand, the continuity in specific areas (of work and in some cases of residence), can be maintained through practices of urban circulation; on the other hand, especially when mobility turns on national and transnational scale, the presence - although mobile and changing - of romá who belong to the same social network, spread among different territories, enables singular domestic units to maintain, despite mobility, a continuity with several non-rom realities.

De rol van de burgemeester

Res Publica ◽  
1997 ◽  
Vol 39 (1) ◽  
pp. 27-44
Author(s):  
Johan Ackaert
Keyword(s):  
Role Models ◽  
Statistical Data ◽  
The Other ◽  
Community Life ◽  
Other Hand ◽  
Educational Degree ◽  
The One ◽  
Individual Service

This article confronts several theoretical role-models about mayor's behaviour with their own perception. For this purpose, the statistical data is drawn from a survey among Flemish mayors. Mayors perceive the ''father of the community" role as the most prevailing one. This perception is reflected in their timespending. More than 1/4 of their time is dedicated towards activities such as participation in the community life, individual service rendering to citizens and having individual contacts with them.The father of the community' role lives strongly among mayors with a lower educational degree and less among the higher educated ones. It is also more perceived among mayors being recent office-bolders, while the more experienced ones seem more to maintain a certain distance from this role. Moreover, mayors with a lower educational degree are recordholders in having individual contacts with citizens. Finally, no relation has been found between roleperception and timespending on the one hand and party background on the other hand.

androgyny

2017 ◽  
Author(s):  
Luc Brisson
Keyword(s):  
Sexual Identity ◽  
Ancient Greece ◽  
The Other ◽  
Human Beings ◽  
Men And Women ◽  
Male And Female ◽  
Object Choice ◽  
The One ◽  
Sexual Object

In the modern use, “bisexuality” refers to sexual object choice, whereas “androgyny” refers to sexual identity. In ancient Greece and Rome, however, these terms sometimes refer to human beings born with characteristics of both sexes, and more frequently to an adult male who plays the role of a woman, or to a woman who has the appearance of a man, both physically and morally. In mythology, having both sexes simultaneously or successively characterises, on the one hand, the first human beings, animals, or even plants from which arose male and female, and on the other, mediators between human beings and gods, the living and the dead, men and women, past and future, and human generations. Thus androgyny and bisexuality were used as a tools to cope with one’s biological, social, and even fictitious environment.

Part III Where to Arbitrate? Distinctive Features of Maritime Arbitral Seats, 9 Maritime Arbitration in London: Publication of Awards, Appeals, and the Development of English Commercial Law

2016 ◽  
Author(s):  
Gaunt Ian
Keyword(s):  
Professional Knowledge ◽  
The Other ◽  
Commercial Law ◽  
Men And Women ◽  
Distinctive Features ◽  
Commercial Practice ◽  
Other Hand ◽  
English Law ◽  
The Law ◽  
The One

This chapter examines what makes London so popular as a maritime arbitration centre. Chief among the reasons is the availability of a pool of arbitrators with a breadth of professional knowledge and experience, including not just lawyers but commercial men and women. It also discusses the perceived effect of the use of arbitration on the development of English law. On the one hand, the number of appeals going to the courts is such as to ensure that new precedents are produced in order to lend vibrancy to the law. On the other hand, some first instance decisions have shown a tendency on the part of judges to decide cases without sufficient sensitivity to commercial practice, leading to precedents that are hard for arbitrators to apply. The chapter also considers the major challenges faced by the London Maritime Arbitrators Association in maintaining London as the foremost centre for the resolution of shipping disputes.

Private Confederacies

2019 ◽  
Author(s):  
James J. Broomall
Keyword(s):  
Civil War ◽  
Military Service ◽  
White Men ◽  
The Other ◽  
The South ◽  
Civilian Life ◽  
Men And Women ◽  
Other Hand ◽  
The One ◽  
Military Units

How did the Civil War, emancipation, and Reconstruction shape the masculinity of white Confederate veterans? As James J. Broomall shows, the crisis of the war forced a reconfiguration of the emotional worlds of the men who took up arms for the South. Raised in an antebellum culture that demanded restraint and shaped white men to embrace self-reliant masculinity, Confederate soldiers lived and fought within military units where they experienced the traumatic strain of combat and its privations together--all the while being separated from suffering families. Military service provoked changes that escalated with the end of slavery and the Confederacy's military defeat. Returning to civilian life, Southern veterans questioned themselves as never before, sometimes suffering from terrible self-doubt. Drawing on personal letters and diaries, Broomall argues that the crisis of defeat ultimately necessitated new forms of expression between veterans and among men and women. On the one hand, war led men to express levels of emotionality and vulnerability previously assumed the domain of women. On the other hand, these men also embraced a virulent, martial masculinity that they wielded during Reconstruction and beyond to suppress freed peoples and restore white rule through paramilitary organizations and the Ku Klux Klan.

scholarly journals Genre of New Year greetings in social networks

2021 ◽  
Vol 30 (2) ◽  
pp. 144-153
Author(s):  
Vladimir I. Annushkin ◽  
◽  
Tatyana V. Shalamova ◽  
Elena B. Shtukareva ◽  
◽  
...  
Keyword(s):  
Social Networks ◽  
Professional Community ◽  
The Other ◽  
Cultural Traditions ◽  
Professional Discourse ◽  
Figures Of Speech ◽  
Common System ◽  
Other Hand ◽  
The One ◽  
Stylistic Device

The article examines the content and stylistic features of modern greeting discourse in social networks based on the texts of the professional community of business coaches and communication specialists in social networks. This type of greeting discourse is conventionally referred to a written electronic formal professional discourse variety. The content and style of these texts, on the one hand, preserve the cultural traditions of greeting speech rhetoric, on the other hand, they require innovative ideas and new means of expression. Congratulations become one of the informational reasons for creating advertising messages. Through the texts of greetings, their authors promote ideas and advertise their companies. When focusing on a common system of common places-ideas, communication in social networks requires content-stylistic dynamism and a variety of language tools, which are manifested in the contamination of bookish style and professional terms with colloquial and argotic elements. Each author tries to create their own style, expressing their ideas either in the expanded figures of speech, or in the utmost conciseness. It is necessary to state spelling and punctuation negligence, as well as sometimes deliberate violation of punctuation rules as a stylistic device. The greeting discourse in social networks is an expressive example of modern trends in the “use of language” and the creation of a “language taste of the era”. Creative innovations in the compilation of greeting texts in social networks require an active “introspection” of the activities of philologists themselves, who also participate in such greeting events and could become “legislators of style and taste”. Therefore, the article ends with examples of greeting texts written by specialists in Russian philology who show creative ingenuity and style originality in creating such texts.

scholarly journals Gelak-Tawa sebagai Sinyal Transendensi Manusia

MELINTAS ◽  
2015 ◽  
Vol 30 (3) ◽  
pp. 346
Author(s):  
Fabianus Sebastian Heatubun
Keyword(s):  
Human Condition ◽  
The Other ◽  
Human Being ◽  
Men And Women ◽  
Other Hand ◽  
The One

Comic dimension, on the one hand, is a human condition. It is a basic precondition for a human being called to be <em>humanum</em>, to be authentic, complete and true human being. ‘Comic’ (laughter) can be seen as a cultural product that has become nurtural. On the other hand, essentially comic or laughter is innate by origin. The nature of human can be conceived as a mammal that is able of distinguishing itself from other mammals. Thus human as <em>mangel wesen</em> (incomplete and weak being) by laughter has a capacity to transcend herself or himself, her or his body and whole life. It might even further to be said that that comic dimension has a capability to save humankind. In a mystical sense, when we laugh, we live through our most fundamental life. Laughter makes life more alive. Laughter becomes a sacred moment, for it is a blending event of the human with the divine, and in turn it brings back men and women to their original nature as a human being.<br /><br />

Philosophical Feminism in Latin America

2019 ◽  
pp. 97-122
Author(s):  
Francesca Gargallo
Keyword(s):  
Latin America ◽  
Latin American ◽  
Women's Movement ◽  
Gender Issues ◽  
The Other ◽  
Critical Survey ◽  
Other Hand ◽  
Feminist Thought ◽  
Academic Recognition ◽  
The One

This chapter offers a critical survey of feminism in Latin America, highlighting the contributions of prominent Latin American feminists in art, politics, and philosophy. The essay begins with a discussion of the pioneering feminist ideas of Juana Inés de la Cruz and their reception in Latin American feminist thought; and it continues with an elucidation of contemporary feminist critiques of the neoliberal paradigm of “multiculturalism.” The chapter also discusses how, around 1995, Latin American feminism became split in the academy: on the one hand, there were those Latin American feminists who favored the strategy of diversifying the curriculum and including gender issues within the existing institutional and academic frameworks; and, on the other hand, there were those Latin American feminists who favored a more subversive strategy of ignoring traditional forms of academic recognition and privileging the engaged thought and action of the women’s movement.

Sign in / Sign up

Export Citation Format

Share Document