scholarly journals Critical Interpretations of Gender Stereotypes in Selected Bangladeshi TV Advertisements

2021 ◽  
Vol 21 (1) ◽  
pp. 123-136
Author(s):  
Saheeh Shafi
Keyword(s):  
Gender Roles ◽  
Gender Stereotypes ◽  
Point Of View ◽  
Stylistic Analysis ◽  
Women Empowerment ◽  
Analysis Framework ◽  
Female Entrepreneurs ◽  
Gender Representations ◽  
Political Implications ◽  
Critical Interpretation

This paper aims at a precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman’s Gender Stereotypes Hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen’s Systemic Functional Analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough’s stylistic analysis of Discourse Analysis is used to find out these features in the advertisements to search the cultural, political implications. Lastly, the paper uses Pope’s The Rape of the Lock and its Cultural-Ecofeminist Analysis of Francois d’Eaubonne to connect with the above-mentioned frameworks from a contextual point of view to form the “Multi-Disciplinary Framework” to predict the future progression of the gender representations and their implications in the coming years. Results show that despite the presence of gender stereotypes, the changes in gender roles both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out about a change in the minds of people about the stereotypes and make a more women-inclusive and women-friendly environment in Bangladesh.

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

2020 ◽  
Vol 3 (2) ◽  
pp. 104-115
Author(s):  
Saheeh Shafi
Keyword(s):  
Gender Roles ◽  
Gender Stereotypes ◽  
Point Of View ◽  
Women Empowerment ◽  
Analysis Framework ◽  
Asian Countries ◽  
Female Entrepreneurs ◽  
Gender Representations ◽  
Political Implications ◽  
Critical Interpretation

This paper aims at a precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman's Gender Stereotypes Hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis,  Kress and Van Leeuwen's  Systemic Functional Analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough's stylistic analysis of Discourse Analysis is used to find out these features in the advertisements to search the cultural, political implications. Lastly, the paper uses Pope's The Rape of the Lock and it's Cultural-Ecofeminist Analysis of Francois d'Eaubonne to connect with the above mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years whether the changes in gender roles both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out about a change in the minds of people about the stereotypes and make a more women inclusive and women friendly environment in Bangladesh and South Asian Countries.

scholarly journals The representations and implications of gender stereotypes portrayed in three selected TV advertisements shown in Bangladesh: a critical interpretation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saheeh Shafi
Keyword(s):  
Gender Roles ◽  
Gender Stereotypes ◽  
Point Of View ◽  
Women Empowerment ◽  
Asian Countries ◽  
Female Entrepreneurs ◽  
Gender Representations ◽  
Content Type ◽  
Political Implications ◽  
Critical Interpretation

Purpose This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh. Design/methodology/approach The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman’s gender stereotypes hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen’s systemic functional analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough’s stylistic analysis of discourse analysis is used to find out these features in the advertisements to search the cultural, political implications. Finally, the paper uses Pope’s The Rape of the Lock and it is Cultural-Ecofeminist Analysis of Francois d’Eaubonne. Findings This paper tries to connect with the above-mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years to check whether the changes in gender roles are reflected in the society or not. Originality/value Both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out a change in the minds of people about the stereotypes and make more women inclusive and the women-friendly environment in Bangladesh and South Asian Countries.

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.

The moderating influence of national culture on female and male entrepreneurs’ social network size and new venture growth

2019 ◽  
Vol 26 (4) ◽  
pp. 490-521 ◽  
Author(s):  
Bat Batjargal ◽  
Justin W. Webb ◽  
Anne Tsui ◽  
Jean-Luc Arregle ◽  
Michael A. Hitt ◽  
...  
Keyword(s):  
Gender Differences ◽  
Social Networks ◽  
Gender Roles ◽  
Gender Stereotypes ◽  
National Policy ◽  
Network Size ◽  
Female Entrepreneurs ◽  
Content Type ◽  
Individual Level ◽  
Gender Egalitarianism

Purpose The purpose of this paper is to disentangle individual-level gender differences and norm-based gender roles and stereotypes to provide a finer-grained understanding of why female and male entrepreneurs experience different growth returns from their social networks across different national cultures. Design/methodology/approach This research uses a survey of 637 (278 female and 359 male) entrepreneurs across four nations varying on relational culture (importance of social relationships) and gender egalitarianism (importance of gender equality or neutrality in social and economic roles). Findings The authors find evidence that male entrepreneurs in high relational cultures benefit the most in terms of growth in revenues from larger network size while women in low relational cultures benefit the least. In cultures with low gender egalitarianism, male entrepreneurs benefit more from their larger social networks than did the female entrepreneurs. Practical implications The study presents implications for female entrepreneurs’ behaviors to gain more benefits from their social networks, especially in cultural contexts where relationships are important or where there is equality in gender roles. In these contexts, they may need to develop other strategies and rely less on social networks to grow their ventures. Social implications This research suggests that female entrepreneurs still are disadvantaged in some societies. National policy may focus on developing more opportunities and providing more support to women entrepreneurs as a valuable contributor to economic growth of the nations. Originality/value The authors disentangle the effects of gender differences, norm-based gender stereotypes and networks on entrepreneurial outcomes.

scholarly journals El ‘baculazo a la gobernadora’: Mujeres, género y política en Colombia en la década del setenta del siglo xx

2020 ◽  
pp. 237-275
Author(s):  
Juan Camilo Pantoja García ◽  
Girlandrey Sandoval Acosta
Keyword(s):  
Gender Roles ◽  
Gender Stereotypes ◽  
Catholic Church ◽  
Moral Reasons ◽  
Gender And Politics ◽  
Gender Representations ◽  
Civil Marriage ◽  
The Press ◽  
Las Mujeres ◽  
Siglo Xx

En febrero de 1975, el presidente Alfonso López Michelsen nombró gobernadora del departamento de Risaralda a Dora Luz Campo. Los obispos de Pereira, capital de Risaralda, vetaron esa decisión aduciendo razones morales, ya que ella, luego de estar casada por lo católico, se divorció y volvió a casar por lo civil con otra persona. En este artículo se analizan las representaciones de género que circularon en la prensa en torno a este episodio, con el objetivo de mostrar cómo el orden de género se produce, refuerza y transforma en contextos específicos. Este episodio dejó ver que la concepción de la jerarquía católica sobre las reglas formales e implícitas a las que, en su concepto, debían ajustarse las mujeres que entraban a ocupar cargos públicos habían perdido influencia y eran desafiadas por otra, presentada como más moderna, pero con sus límites: la de un orden de género que reproducía y reforzaba los ideales de maternidad y fragilidad femenina. The ‘baculazo a la gobernadora’: Women, Gender, and Politics in Colombia during the 1970s Abstract: In February 1975, the president of Colombia, Alfonso López Michelsen (liberal) appointed Dora Luz Campo de Botero as governor of the department of Risaralda. The bishops of Pereira (capital of Risaralda) veto that decision adducing moral reasons because after being married by the Catholic Church she separated and then had another civil marriage. This article analyzes the gender representations that circulated in the press around this episode in order to show how the gender order is produced, reinforced and transformed in particular contexts. This episode made visible that the conception of the colombian catholic hierarchy about the gender order to which women that were seeking to occupy high ranking public posts were expected to adjust was loosing authority, and was being challenged by another conception, presented as modern, but that had its own limits, because those women were expected to adjust to a gender order that reproduced and reinforced the ideals of maternity and femininity. Keywords: politics, women, gender order, gender roles, gender stereotypes.

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 CHILDREN SOCIAL ATTRIBUTION BASED ON GENDER PERSPECTIVE

2021 ◽  
Vol 3 (1) ◽  
pp. 92
Author(s):  
Refika Mastanora ◽  
Rudi Pranata ◽  
Oktri Permata Lani
Keyword(s):  
Gender Roles ◽  
Point Of View ◽  
Social Expectations ◽  
Attribution Style ◽  
Emotional Factors ◽  
Social Attribution ◽  
Factors Influencing ◽  
Social Attributions ◽  
Thinking Process ◽  
Process Factors

Social attribution can appear spontaneously or through long considerations and thinking process. Factors influencing attribution is the attribution style; planned and unplanned attribution. This kind of behavior can arise due to emotional factors. Meanwhile, children's social attributions arise because of stereotypes or labeling that have been attached to society, thus it has an impact on children's understanding of gender since they were born. The existence of social construction regarding gender roles cannot be separated from how the paradigm views the labeling of the characteristics of women and men is. In children, this social attribution usually occurs because of the stereotype of gender roles taught to children. This stereotype is a labeling that begins based on the perception or point of view of a person. While gender role stereotypes are part of the discussion about gender "sex", namely social expectations that define how men and women think, feel, and act, which are part of the product of the stereotype itself.

scholarly journals РАСПРЕДЕЛЁННАЯ ОБРАЗНОСТЬ: ИМАГИНАТИВНЫЕ ПРАКТИКИ СОВРЕМЕННОЙ КУЛЬТУРЫ

2020 ◽  
Author(s):  
Ilya Inishev
Keyword(s):  
Structural Characteristics ◽  
Point Of View ◽  
Main Theme ◽  
Contemporary Culture ◽  
Normative Claim ◽  
Political Implications ◽  
Core Feature ◽  
And Control ◽  
The Relationship ◽  
Regime Characteristic

В статье идёт речь о формах образного, которые во всё возрастающей степени становятся характерными для современной культуры. Центральная характеристика этих форм – распределённость в пространстве и времени, их способность сопровождать нас практически повсеместно, не будучи привязанными к каким-либо организационным формам. Распределённые разновидности образного противопоставляются «традиционным», нераспределённым образам, «репрезентирующим» некоторое идентифицируемое содержание. Одна из базовых черт нераспределенного образного – заключённое в нём нормативное притязание, затрагивающее не только способы его интерпретации, но и телесные практики воспринимающего «субъекта», релевантные для его восприятия. В отличие от репрессивного характера нераспределённого образа, являющегося его структурной характеристикой, связанной с характерным для него режимом восприятия, распределённая образность базируется не на редукции и контроле телесности воспринимающего, но – напротив – на интенсификации (и в этом смысле эмансипации) его эмоционально-телесного самоприсутствия. В диахронической перспективе отношение между нераспределённой и распределённой образностью опосредовано сложной социально-исторической и материально-технологической динамикой развитого и позднего модерна. Реконструкция этой динамики позволяет выстроить генетическую связь (континуальность) между нераспределённой и распределённой образностью. В синхронической перспективе распределённая и нераспределенная разновидности образности генерируют несовместимые типы опыта с взаимоисключающими структурными характеристиками и социально-политическими импликациями (дискретность).Main theme of the article are the types of imagery becoming increasingly characteristic of contemporary culture. The core feature of these types is their being distributed across time and space, their ability to accompany us virtually everywhere, without being tied to any organizational form. Distributed imagery opposes “traditional”, non-distributed images “representing” some identifiable subject-matter. One of the essential traits of non-distributed imagery is its normative claim addressing not only the ways of its interpretation but also bodily practices of the perceiving subject, relevant for experiencing images of this kind. In contrast to the inherent oppressiveness of non-distributed image connected to a perceptual regime characteristic of it, the distributed imagery draws not on reduction and control of body of the perceiving subject but – on the contrary – on intensifying (and in this sense, on emancipating) its bodily emotional self-presence. From a diachronic point of view, the relationship between distributed and non-distributed imageries is mediated by quite a complicated socio-historical and material-technological dynamic of the developed and late modernity. Reconstruction of this dynamic enables us to identify the genetic interrelation (continuity) between non-distributed and distributed imagery. From a synchronic point of view, distributed and non-distributed imagery forms generate incompatible experience types with mutually exclusive structural characteristics and social-political implications (discontinuity).

scholarly journals Students’ Gender-Related Choices and Achievement in Physics

2017 ◽  
Vol 7 (2) ◽  
pp. 71-95
Author(s):  
Ivana Jugović
Keyword(s):  
Gender Roles ◽  
Gender Stereotypes ◽  
Educational Outcomes ◽  
Practical Implication ◽  
Self Concept ◽  
Hierarchical Regression ◽  
School Students ◽  
School Grades ◽  
Traditional Gender Roles ◽  
Educational Domain

The goal of the research was to explore the role of motivation, gender roles and stereotypes in the explanation of students’ educational outcomes in a stereotypically male educational domain: physics. Eccles and colleagues’ expectancy-value model was used as a theoretical framework for the research. The research sample included 736 grammar school students from Zagreb, Croatia. The variables explored were expectancy of success, selfconcept of ability and subjective task values of physics, gender roles and stereotypes, and educational outcomes: academic achievement in physics, intention to choose physics at the high school leaving exam, and intention to choose a technical sciences university course. The results showed that girls had a lower self-concept of ability and lower expectancies of success in physics compared to boys, in spite of their  higher physics school grades. Hierarchical regression analyses showedthat self-concept of physics ability was the strongest predictor of physics school grades, whereas the utility value of physics was the key predictor of educational intentions for both genders. Expectancy of success was one of the key predictors of girls’ educational intentions, as well. Endorsement of a typically masculine gender role predicted girls’ and boys’ stronger intentions to choose a stereotypically male educational domain, whereas acceptance of the stereotype about the poorer talent of women in technical sciences occupations predicted girls’ lower educational outcomes related to physics. The practical implication of the research is the need to create gender-sensitive intervention programmes aimed at deconstructing the gender stereotypes and traditional gender roles that restrain students from choosing gender-non-stereotypical careers.

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.

Sign in / Sign up

Export Citation Format

Share Document