scholarly journals Advertising Gender Performance: How Femvertising Represents Women

Inter ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 63-88
Author(s):  
Elizaveta Panarina
Keyword(s):  
Gender Stereotypes ◽  
Social Problems ◽  
Domestic Work ◽  
Female Gender ◽  
Gender Performance ◽  
Communication Strategy ◽  
Gender Representations ◽  
Self Confidence ◽  
Female Image ◽  
New Generation

The article analyzes the phenomenon of femvertising as a marketing and communication strategy aimed at women, ideologically inspired by feminisms, destroying gender stereotypes. It is contrasted with advertisements that exploit the female image, sexualize women or show women in the context of only domestic work. Based on the works of E. Becker-Herbie, M. Mendenez, K. Linder, as well as I. Goffman, the article analyzes female gender displays in advertising for the Russian audience. The repertoire of analyzed gender representations in advertising demonstrates the content of femvertising: from a set of social problems that oppress women to a broadcast discourse of strength, independence, solidarity and self-confidence. The question that remains open is whether femvertising can sell as well as it can mobilize a new generation of forward thinking.

scholarly journals Gender Discourses as a ‘Technology of Power’ in Nepalese Primary Level Textbooks

2019 ◽  
Vol 9 ◽  
pp. 129-140
Author(s):  
Pragya Paneru
Keyword(s):  
Gender Equality ◽  
Gender Gap ◽  
Gender Stereotypes ◽  
Developed Countries ◽  
Gender Representations ◽  
Male And Female ◽  
Primary Level ◽  
Gender Binary ◽  
Nutritional Health ◽  
And Gender

 The Gender gap is one of the most prominent problems in the context of Nepal. Even if Nepal constitution promotes gender equality and equity, there is still a huge gap between male and female. Women lag in literary percentage, nutritional health conditions, ownership, and employment opportunities. One of the obstacles in the path of gender equality is our systemic education materials especially our textbooks which reinforce the stereotypical concept of male and female through textbook representations. Researchers have shown that gender stereotypes have been seen in the textbooks of highly developed countries like America, Australia, and Hongkong. In this context, all the compulsory textbooks of grade four and five prescribed by the Curriculum Development Centre in the context of Nepal were observed. In all the books, stereotypical representations of male and female characters were found. Most of the men and women were presented doing conventional gender roles, and male-centered themes are found in the narratives. This research claims that when conventional attitude regarding gender is transferred to young children, it ultimately reproduces similar gendered personalities and helps to maintain the gender gap. This research uses the concept of ‘technology of power’ by Foucault to interpret gender representations in textbooks. A Ccritical Discourse Analysis has been used to analyze the data from textbooks. The findings suggest that there are biased gender representations suggesting stereotypes and gender binary which could potentially affect the learners both male and female as it fosters false knowledge regarding gender and overburdens the male whereas humiliates the females.

STRATEGI KOMUNIKASI IKATAN WANITA GEMUK INDONESIA SEBAGAI WADAH MOTIVASI WANITA PLUS SIZE

2017 ◽  
Vol 5 (1) ◽  
pp. 41-59
Author(s):  
Yolanda Stellarosa ◽  
Desy Iwanti
Keyword(s):  
Qualitative Method ◽  
Large Scale ◽  
Communication Strategy ◽  
Self Control ◽  
Motivational Messages ◽  
Interactive Analysis ◽  
Self Confidence ◽  
Ideal Body ◽  
Research Show

Media Features beautiful as an ideal body shape which is slim, not fat with a flat stomach.  There are various beauty concepts which have been adopted by the mass media which stick in the public's mind. This often leads to acts of discrimination and bullying, which happened to a plus body size woman. Plus size women federation community (KAGUMI) has become a place for self expression and help for women of plus size to increase their confidence. This research aims to determine the communication strategy of Kagumi as a place to motivate and increase self confidence of their members. This research uses qualitative method; interviewees are the founder and members of Kagumi. The data obtained were analyzed using interactive analysis techniques including reduction, data presentation and conclusion. Results of this research show that the community role of Kagumi is a place to motivate through a credible communicator in conveying motivational messages can be quotes, words of wisdom which contain positive values for life, using inspirational stories through social media facebook, television, tabloids and offline activities. Obstacles encountered in the implementation of the communication strategy are self control from members, cyber crime and the spread of the message on a large scale in media which is contrary to the purpose of Kagumi.

EXPRESS: Gender (Still) Matters in Business School

2020 ◽  
pp. 002224372097236
Author(s):  
Aradhna Krishna ◽  
A. Yeşim Orhun
Keyword(s):  
Standard Deviation ◽  
Gender Stereotypes ◽  
Business School ◽  
Role Models ◽  
Gender Performance ◽  
Performance Expectations ◽  
Increase Student Achievement ◽  
Administrative Dataset ◽  
Academic Aptitude ◽  
And Performance

This research documents systematic gender performance differences (GPD) at a top business school using a unique administrative dataset and survey of students. The findings show that women’s grades are 11% of a standard deviation lower in quantitative courses than those of men with similar academic aptitude and demographics, and men’s grades are 23% of a standard deviation lower in nonquantitative courses than those of comparable women. The authors discuss and test for different reasons for this finding. They show that a female instructor significantly cuts down GPD for quantitative courses by raising the grades of women. In addition, female instructors increase women’s interest and performance expectations in these courses and are perceived as role models by their female students. These results provide support for a gender stereotype process for GPD and show that faculty can serve as powerful exemplars to challenge gender stereotypes and increase student achievement. The authors discuss several important implications of these findings for business schools and for society.

scholarly journals The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown in Bangladesh: A Critical Interpretation

2020 ◽  
Vol 9 (1) ◽  
pp. 1-12
Author(s):  
Saheeh Shafi
Keyword(s):  
Gender Stereotypes ◽  
Qualitative And Quantitative Analysis ◽  
Analysis Framework ◽  
Gender Representations ◽  
Language And Gender ◽  
Political Implications ◽  
The Social ◽  
Critical Interpretation ◽  
And Gender ◽  
Precise Interpretation

This paper aims at a precise interpretation of gender stereotypes portrayed in the three selected TV advertisements in order to find out their implications in Bangladeshi context. The analysis begins with Goffman’s Gender Stereotypes Hypothesis, a theoretical framework to examine and justify the thematic features present in the ads. After critically examining the hypothesis and Kress and Van Leeuwen’s Systemic Functional Analysis framework is used to analyse and interpret the semiotic features such as; the signs and symbols. After that, Fairclough’s Discourse Analysis is used to find out the stylistic features and their implied meanings in the advertisements to search the social, cultural and political implications. Then the paper uses Pope’s The Rape of the Lock and it’s Cultural-Ecofeminist Analysis of Francois d’Eaubonne to connect the above mentioned frameworks from a contextual view-point. To give the interpretation of Stereotypes deeply rooted in the minds of both male and female, Freud’s Psychoanalysis is used. Both Qualitative and Quantitative Analysis are taken into consideration for exploring the Gender Stereotypes thoroughly. This research is basically a blend of Literature, Language and Gender along with other Disciplines to interpret Stereotypes from a holistic framework. To predict the future progression of the gender representations and their implications in the coming years in Bangladesh, an umbrella term “Multi-Disciplinary Framework” will be used to examine whether the changes in gender roles both at home and outside in the workplaces due to the changes in different socio-economic and cultural factors are reflected or not in the TV advertisements.

scholarly journals Kajian Communibiology dalam Komunikasi Keluarga untuk Mendukung Perawatan Penderita Gagal Ginjal Kronis

2021 ◽  
Vol 3 (1) ◽  
pp. 12-25
Author(s):  
Dewanto Putra Fajar ◽  
Azizun Kurnia Illahi
Keyword(s):  
Literature Review ◽  
Social Environment ◽  
Family Communication ◽  
Kidney Failure ◽  
Social Problems ◽  
Methodological Approach ◽  
Psychological Disorders ◽  
Chronic Kidney Failure ◽  
Communication Process ◽  
Self Confidence

Chronic kidney failure is a degenerative disease that causes the sufferer to experience not only physiological and psychological disorders but also social problems. Interestingly, the social problems experienced by sufferers of chronic kidney failure are likely to increase the physiological and psychological disorders of the sufferer. Therefore, communication to build support for people with chronic kidney failure has a big role to play in increasing self-confidence in people with chronic kidney failure, which indirectly reduces the appearance of physiological and psychological disorders in sufferers of chronic kidney failure. This study seeks to comprehensively describe the aspects of communibiology in the communication process to provide moral support to sufferers of chronic kidney failure. This research is qualitative research using a case study methodological approach and literature review. The literature review is used to provide a detailed explanation of the communibiological processes in individuals and is used to strengthen the researchers' analysis of the observed phenomena. This study provides a big picture that communibiology processes play an important role in the communication processes carried out by families with chronic kidney failure to provide moral support to sufferers, as well as by people with chronic kidney failure to families who provide support, and when sufferers build trust. themselves when facing their social environment. Researchers concluded that moral and spiritual support through family communication has a positive role for chronic kidney failure sufferers to continue treatment and build self-confidence in their social environment. Keywords: family communication; interpersonal communication; communibiology; chronic kidney failure  

»Das Weibliche umschließt den starken Mann« (Jer 31,22). Geschlechterkonstruktionen im Jeremiabuch im Licht feministischer Hermeneutik

2020 ◽  
Vol 80 (2) ◽  
pp. 85-99
Author(s):  
Christl M. Maier
Keyword(s):  
Queer Theory ◽  
Gender Stereotypes ◽  
Gender Performance ◽  
Feminist Perspective ◽  
Trauma Studies ◽  
Post Colonial ◽  
Colonial Studies ◽  
Gender Aspects ◽  
And Gender

Abstract This essay explores variant concepts of gender in the book of Jeremiah from a feminist perspective that includes insights of post-colonial studies, trauma studies, and queer theory. It discusses the female personification of Jerusalem and Judah, the laboring woman metaphor used in the context of war, the complexity of gendered addressees in Jer 2:1-4:2, and gender aspects in the characterization of God and Jeremiah. At first glance, the Jeremiah tradents use traditional gender stereotypes. A closer inspection, however, reveals an ambivalent gender performance of female and male protagonists. In this context, the enigmatic statement in Jer 31:22 »the female encompasses the strong man« also signifies the ambivalence of gender concepts in Jeremiah.

“You’re made of what you do”: impulso del deporte femenino a través de estrategias de femvertising en Nike (“You’re Made of What You Do”: Promotion of Female Sport through ‘Femvertising’ Strategies by Nike)

Retos ◽  
2020 ◽  
pp. 425-432
Author(s):  
María Isabel Menéndez Menéndez
Keyword(s):  
Physical Activity ◽  
Gender Stereotypes ◽  
Communication Strategy ◽  
Private Companies ◽  
Early Withdrawal ◽  
Sport Equipment ◽  
Commercial Communication ◽  
Las Mujeres ◽  
The Relationship ◽  
Selection Of

El acceso de las mujeres al deporte se ha realizado tardíamente y sin eliminar los estereotipos de género que han construido la actividad física como una característica intrínseca de la masculinidad. El abandono temprano por parte de las jóvenes, los mandatos de género que interactúan con la imagen de la feminidad y los obstáculos que deben superar las mujeres en muchas sociedades demuestran la urgente necesidad de trabajar en iniciativas que fomenten el acceso femenino al deporte tanto recreativo como de competición. No solo las políticas públicas deben asumir esta agenda, también las empresas pueden contribuir. Mediante el estudio de caso de la multinacional de equipamiento deportivo Nike, este texto analiza una selección de campañas de publicidad lanzadas bajo el paradigma de la femvertising. El artículo demuestra que más allá de los objetivos comerciales de las firmas, es posible realizar una comunicación comercial que mejore la relación de las mujeres con el deporte y que favorezca su empoderamiento.Abstract. Women’s access to sports has taken place belatedly and without eliminating the gender stereotypes that have built physical activity as an inherently male quality. The early withdrawal form physical activity by young women, the gender mandates interacting with the femininity image, and the obstacles that women must overcome in many societies are proof of the urgent need to work on initiatives to promote female access to recreational and competitive sports. This agenda must not only be incorporated into public policies; private companies can also contribute. Through the study of the multinational sport equipment brand Nike, this paper analyzes a selection of campaigns launched within the ‘femvertising’ paradigm. This demonstrates that, beyond the commercial aims of the firm, it is possible to create a commercial communication strategy that helps improve the relationship between women and sports, promoting female empowerment.

Stereotyping by omission and commission: Creating distinctive gendered spectacles in the televised coverage of the 2015 Australian Open men’s and women’s tennis singles semi-finals and finals

2017 ◽  
Vol 54 (1) ◽  
pp. 3-21 ◽  
Author(s):  
Michael Quayle ◽  
Alanna Wurm ◽  
Harley Barnes ◽  
Thomas Barr ◽  
Erin Beal ◽  
...  
Keyword(s):  
Social Media ◽  
Thematic Analysis ◽  
Gender Stereotypes ◽  
Women's Bodies ◽  
Two Phase ◽  
Specific Detail ◽  
Gender Representations ◽  
Strong Focus ◽  
Technical Features ◽  
Body Talk

This paper explores the way in which announcers created spectacle in the Eurosport coverage of the men’s and women’s tennis singles semi-finals and finals at the Australian Open 2015. This was an event where gender representations were under global social media scrutiny after two female players were asked to ‘twirl’ for the audience. We used a two-phase thematic analysis. Semantic thematic analysis showed that more personal descriptions were directed at women than men and these often described off-court features. Descriptions of men included detailed and specific portrayals of physical characteristics, while women’s bodies were seldom referred to specifically. Discourse analysis showed that men’s games were spoken of as physical clashes between titans. In contrast, women’s matches were described in aesthetic rather than physical terms and ‘diva-like’ personalities and relationships were important features of women’s game narratives. While male bodies were described in specific detail where relevant to technical features of the game, women’s bodies were only described indirectly and non-specifically. For the women’s game, this dialogical repression of specific body talk in combination with a strong focus on aesthetic judgements invoked stereotypes by omission, simultaneously reinscribing gender stereotypes and emphasizing their importance by communicating taboo. These gendered commentaries created distinctive gendered spectacles for the men’s and women’s events.

Feminine Orientalism or Modern Enchantment? Peiping and the Graphic Artists Elizabeth Keith and Bertha Lum, 1920s–1930s

NAN Nü ◽  
2014 ◽  
Vol 16 (1) ◽  
pp. 91-127 ◽  
Author(s):  
Lisa Claypool
Keyword(s):  
White Women ◽  
Formal Analysis ◽  
Female Gender ◽  
Gender Performance ◽  
Boundary Crossing ◽  
Urban Ethnography ◽  
Cultural Boundary ◽  
Heuristic Device ◽  
And Gender ◽  
Historical Moment

The ideological suppositions, images, and fantasy associated with orientalism has given rise to the conceptualization of a materialist “feminine orientalism.” The term refers to an historical moment in the early twentieth century when white women in Europe and North America defined their social roles and gender by appropriating male orientalist politics and ideology. This article challenges the concept of “feminine orientalism” through the study of the prints and travel writing of two modern graphic artists who sojourned in Republican-era Peiping in the 1920s and 1930s: Bertha Lum and Elizabeth Keith. Through close formal analysis of the new visions of Peiping that the two women conjured in their prints – a vision that relied as heavily on urban ethnography as it did on fantasy – it proposes an alternative concept of “modern enchantment” as a heuristic device to interpret gender. Drawing from Wolfgang Iser’s notions of the “fictive,” “modern enchantment” lays as much weight on Weberian modern rationality as it does on imagination, and critically functions as a means to recuperate cultural boundary crossing in female gender performance and construction.


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