scholarly journals Femvertising : A nők társadalmi szerepének megerősödése és a reklámokkal való kapcsolata

JEL-KÉP ◽  
2021 ◽  
pp. 103-117
Author(s):  
Anna Török ◽  
Erzsébet Malota
Keyword(s):  
Female Empowerment

A nők társadalmi szerepének megerősödése (female empowerment) egyre hangsúlyosabb szerepet kap a reklámokban. Az ilyen típusú, a nemi sztereotípiákat megkérdőjelző reklámozást femvertising-nek (female empowerment advertising) hívjuk. Tanulmányunk a nőkkel kapcsolatos társadalmi elvárásokat, a reklámokban megjelenő női sztereotípiákkal és a femvertisinggel kapcsolatos attitűdöket vizsgálja magyar nők körében, 10 félig strukturált mélyinterjú elemzésével. Vajon a nőknek jelenleg milyen társadalmi elvárásoknak kell megfelelniük Magyarországon? Milyen sztereotípiákat látnak mintaként a reklámokban és ez milyen hatással van rájuk? Hogyan valósulhat meg mindezek ellenére a nők társadalmi szerepének megerősödése? Eredményeink azt mutatják, hogy a családalapítás, a karrier és a gyönyörű külső együttes megvalósítása nyomásként nehezedik a nőkre.

TV, female empowerment and demographic change in rural India

2014 ◽  
Author(s):  
Vegard Iversen ◽  
◽  
Richard Palmer-Jones ◽  
Keyword(s):  
Demographic Change ◽  
Rural India ◽  
Female Empowerment

Consumer reactions towards femvertising: a netnographic study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ana Marina Lima ◽  
Beatriz Casais
Keyword(s):  
Design Methodology ◽  
Case Study Research ◽  
Female Empowerment ◽  
Women Consumers ◽  
Cultural Changes ◽  
Content Type ◽  
Online Comments ◽  
Consumer Reactions ◽  
Corporate Social

PurposeThis paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes.Design/methodology/approachThe authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.FindingsResults indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.Originality/valueFemvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.

scholarly journals On Fungi, Future, and Feminism

2018 ◽  
Vol 5 ◽  
pp. 84-98
Author(s):  
Leah Heim
Keyword(s):  
Female Empowerment ◽  
Gender Dynamics ◽  
Ancient Texts

This paper examines M.R. Carey’s fascinating zombie novel, The Girl with All the Gifts. While scholars question whether or not a female-oriented apocalypse narrative can exist, as thegenre is essentially rooted in imbalanced gender dynamics of ancient texts, this paper uses an ecofeminist critique to posit that the zombie apocalypse represented by Carey is a challenge toward the patriarchal values running rampant in the genre. This ecofeminist critique, while superficially offering a comforting message about female empowerment, actually offers a serious warning in regards to the insidious patriarchal structures that facilitate apocalypses.

scholarly journals A Feminist Review of John Dramani Mahama’s My First Coup D’etat: Memories from the Lost Decades of Africa

2019 ◽  
Vol 10 (6) ◽  
pp. 136
Author(s):  
Gladys Agyeiwaa Denkyi –Manieson
Keyword(s):  
Research Paper ◽  
Literary Studies ◽  
Female Empowerment ◽  
Life Narratives ◽  
Gender Ideologies ◽  
Coup D'etat

This essay examines the portrayal of women in John Dramani Mahama’s My First Coup D’etat: Memories from the Lost Decades of Africa (2012). The essay contends that subtly My First Coup D’etat expresses ideas of patriarchy, misogyny and masculinity. A feminist reading of work pays attention to images, themes, expressions, motifs and many other factors that are embedded in the text. An examination of the portrayal of women in male narratives is a worthwhile exercise as it helps establish gender ideologies for female empowerment. A paper like this stretches the dimension of psycho-critical literary studies which pays attention to the interplay between consciousness and unconsciousness in life narratives. Life narratives is an accumulation of layered propositions, interpretation of which are discernible by critical literary studies, like this research paper.

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