scholarly journals Gender Stereotypes in Advertising

2014 ◽  
Vol 10 (1-2 (12)) ◽  
pp. 82-87
Author(s):  
Anna Kniazian

The portrayal of men and women in advertising has received conside rable atten - tion over the last several decades, both by practitioners and academics. Research has primarily focused on the visual portrayal of men and women in advertising, within the realm of which, there appears to be a fundamental difference in the way men and women are portrayed. Men are generally stereotyped as competent, assertive, independent, and achievement oriented, whereas women are generally stereotyped as warm, sociable, interdependent, and relationship-oriented. Women are more often portrayed as young and concerned with physical attractiveness than their male counterparts. Masculine and feminine stereotypes are complementary in the sense that each gender group is seen as possessing a set of strengths that balance out their own weaknesses and that supplement the assumed strengths of the other group.

2020 ◽  
Author(s):  
Andrei Boutyline ◽  
Alina Arseniev-Koehler ◽  
Devin Cornell

Gender stereotypes have important consequences for boys’ and girls’ academic outcomes. In this article, we apply computational word embeddings to a 200-million-word corpus of American print media (1930-2009) to examine how these stereotypes changed as women’s educational attainment caught up with and eventually surpassed men’s. This transformation presents a rare opportunity to observe how stereotypes change alongside the reversal of an important pattern of stratification. We track six stereotypes that prior work has linked to academic outcomes. Our results suggest that stereotypes of socio-behavioral skills and problem behaviors—attributes closely tied to the core stereotypical distinction between women as communal and men as agentic—remained unchanged. The other four stereotypes, however, became increasingly gender-polarized: as women’s academic attainment increased, school and studying gained increasingly feminine associations, whereas both intelligence and unintelligence gained increasingly masculine ones. Unexpectedly, we observe that trends in the gender associations of intelligence and studying are near-perfect mirror opposites, suggesting that they may be connected. Overall, the changes we observe appear consistent with contemporary theoretical accounts of the gender system that argue that it persists partly because surface stereotypes shift to reinterpret social change in terms of a durable hierarchical distinction between men and women.


2018 ◽  
Author(s):  
Nadja Born ◽  
Thorsten Michael Erle

Individuals who violate gender stereotypes such as agentic female leaders or communal male subordinates often suffer social or economic penalties, so-called backlash. This high-powered study (N = 483) aimed to answer the question whether backlash occurs due to the perception of gender-specific proscription or prescription violations. A proscription-penalty implies that a person exhibits an excess of behaviors or traits that are stereotypically associated with the other gender. A prescription-deficit implies that a person lacks the qualities that are stereotypically expected of his or her gender. To test this, participants rated gender-congruent and incongruent job applicants on indicators of gender-proscriptions, prescriptions, and backlash. The results strongly supported the idea that gender-incongruent individuals are perceived as having a prescription-deficit. But surprisingly no backlash for gender-incongruent individuals was found. Mediation analyses indicated that for both genders both communality and agency positively predicted likeability, respect, and hireability.


Author(s):  
Anna Rędzio

Stereotypes concerning women's mathematical abilities are widespread and can become an obstacle for some women to succeed in this domain, thus, they can be one of the possible reasons for the gap between men and women in mathematics. There is significant empirical evidence confirming that women in the situation of stereotype threat (i.e. when they are afraid of confirming that they are less gifted in mathematics than men are) perform worse than their colleagues who are not threatened in this way. There is also empirical evidence that another psychological phenomenon, intellectual helplessness in mathematics, is a predictor of school achievement in mathematics as well as general intellectual capabilities are. An experimental study with women active in STEM (graduates at university of engineering) as participants was conducted to test the relationships between intellectual helplessness experienced in mathematics classes and vulnerability to stereotype threat. All participants completed Intellectual Helplessness Inventory and afterwards they all received the same tasks to perform. One group was informed those tasks were diagnostic of mathematical abilities (experimental condition, stereotype threat induced) and the other group received the information that those tasks were testing their perceptiveness (control condition, no threat induced). The results indicated that there was an interesting correlation: Women who exhibited lack of intellectual helplessness in mathematics reacted paradoxically to stereotype threat (improved instead of impairing their performance). However, those who reported higher intellectual helplessness in mathematics, reacted typically to stereotype threat, i.e. performed worse than the control group. These results suggest that intellectual helplessness can be a factor impacting vulnerability or immunity to stereotype threat, but further research confirming this dependency is necessary.


2017 ◽  
Vol 46 (1) ◽  
Author(s):  
Willow Verkerk

AbstractThis essay examines Nietzsche’s accounts of love and the gender troubles of friendship. In many passages, Nietzsche situates love as an impairment to friendship. In particular, he believes that erotic or sexual love, understood as a drive that seeks to possess and control the other, prevents two people from entering into the shared project of friendship. Nietzsche implies that gender roles, and the cultural expectations associated with these types, make friendship very difficult between women and men. The reason why women in Nietzsche’s account cannot move from love relationships into friendship is because they are primarily esteemed for their fulfillment of gender stereotypes. In order to avoid the perils of assimilation, pointed to by Nietzsche, it is imperative to develop an ethics of friendship that changes the way people approach and love one another. Luce Irigaray present such an alternative with her account of wonder. She argues that recognition requires a negative movement in which one acknowledges one’s limits in understanding the other. Irigaray designates a transformative and activist potential to love, as a benefit to friendship in its erotic and practical qualities. She claims that when love is expressed alongside the passion of wonder there is a stronger potential for recognition between two people. With the assistance of Irigaray, this essay questions Nietzsche’s assessment that love is an impasse to friendship by asking if love need be as assimilating as Nietzsche proposes.


2020 ◽  
Vol 21 (26) ◽  
Author(s):  
Eve Annuk ◽  
Piret Voolaid

Artiklis on tähelepanu all sooline aspekt grafitis ja tänavakunstis kui konteksti- ja kommunikatsioonikeskses kultuuriilmingus. Põhiküsimused on, kuidas soolisus ja sooline kommunikatsioon grafitis avaldub ning milline on grafiti soolisustatud esteetika. Analüüs osutab soolistele klišeedele grafitis ja näitab stereotüüpseid arusaamu laiemas sotsiokultuurilises tähenduses. Teisalt toob uurimus esile ka grafiti ja tänavakunsti rolli sooliste stereotüüpide vaidlustajana ja uudsete tähenduste esiletoojana. Uurimus põimib grafiti ja tänavakunsti käsitlused soouurimusliku lähenemisviisiga ning kasutab uurimismeetodina grafiti ja tänavakunsti kui efemeerse kultuuriilmingu kontekstualiseerimist vaataja perspektiivist. Artikli allikmaterjali moodustavad põhiliselt aastail 2010–2020 jäädvustatud grafitid, mis on koondatud internetiandmebaasi „Grafiti andmebaas“.   Graffiti and street art belong inseparably to the present-day urban space and their various sociocultural meanings are related to different subcultural layers. The involvement of graffiti and street art in urban space refers to the fact that these are informal ways of depiction which have sometimes been taken to be vandalism. On the other hand, graffiti are a democratic, open and dialogical way of representation, as everyone can make changes in them and add their own commentaries. Graffiti and street art reveal power relations in society, that is why they have also been seen as the undermining of public authority. Such opinion is related to the specific character of graffiti and street art as non-institutional art. Western researchers have associated graffiti and street art with the male subculture, with an area where male identities are created. Although women have in recent years become more visible among street artists and they have also introduced the so-called feminine subjects, this has not changed the general image of graffiti as the male subculture. Differing from Western countries, graffiti and street art have been relatively less studied in Estonia and no attention have been paid at all to the gender aspect of graffiti and street art. The article focusses on the study of gender relevance in Estonian graffiti and street art. The key questions here are how gender (or femininity and masculinity) and gender communication are represented in graffiti and how the aspects of gender aesthetics are revealed. As its sources, the article uses the examples of graffiti, collected in Estonia in 2010-2020 and recorded in the internet database “Grafiti andmebaas” (www.folklore.ee/Graffiti). The database contains also different of graffiti-related metadata, such as the context, the time of its making, the author (when known), etc., including, all in all, about 700 different records of graffiti. The database does not have much information about the authors; therefore, we could not concentrate on the analysis of the differences in the graffiti and street art created by men and women. Our research method was to interpret graffiti and street art from the position of the viewer. In a way, this approach can be associated with visual autoethnography, analysing visual artefacts and the archive containing photos of these artefacts (see Hamdy 2015, 69). The authors’ practical observations and intuitive interpretations of graffiti also play a role in this approach. We analyse graffiti as a mix of visual and textual representation where both elements carry some important meaning; however, very often, a piece of graffiti is formed either by an image or a text only. Analysing the graffiti and street art database, we discovered that gender is in some way or other expressed in one fourth of the works of graffiti and street art included in it. We analysed how gender is represented in texts and images, how femininity and masculinity are represented, whether the works express masculine or feminine points of view, and how all this is done by the artists.  On the basis of works collected in the database we can conclude that a large part of graffiti and street art often represents the masculine point of view (most of the quotations and visual images are related to well-known men, but very few of them refer to well-known women). This could possibly indicate that the majority of authors are men and that men continue to be more visible both in society and in culture which, in its turn, is again reflected in graffiti. The greater visibility of men in society and culture is related to the greater authority of men and masculinity. On the other hand, femininity is often represented in stereotypes, e.g., by sexualising the female body. Among other aspects, the graffiti recorded in the database reflects the gender stereotypes which are widely spread and accepted in society, such as the notion of clean, neat and sober women, while men are seen as influential public figures (e.g., politicians), and masculinity is related to stereotypical behaviour, such as the consumption of alcohol. To counterbalance the masculine stereotypes, there are some exceptional hints on the so-called soft masculinity, and a few images where men and women are represented as equal partners. However, we can say that women are also visible as the authors of graffiti, as it can be seen in the emergence of new perspectives as well as in the diversification of the visual way of representation in graffiti and street art. Graffiti and street art created by women, such as works made by MinajaLydia, highlight the positive experience of being a woman, which can be seen as an attempt of increasing the visibility and authority of women in public space. Regarding the gender aspect, a certain amount of graffiti and street art can be considered neutral, but the possible gender interpretations may depend on the viewer in the role of the active creator of meaning.  


Inter ◽  
2021 ◽  
Vol 13 (3) ◽  
pp. 92-111
Author(s):  
Irina Iukina

This article examines the development of Russian women's citizenship from the standpoint of the theory of citizenship and describes the main directions and milestones of its formation on the historical material. The article proves that the main subjects of the setting up of women's citizenship on the one hand are the women's, feminist, suffragist movement, which put the problems of its social (gender) group before the authorities and sought their solution. On the other hand, there are ‘broad masses of women’, i.e. women of various classes and social groups, who, by changing their daily practices, actually expanded their civil rights and duties. The History of Russian Women as a historical discipline in recent years has accumulated significant factual material about various aspects of the life of Russian women, which made possible such a historical and sociological analysis of the phenomenon of women's citizenship in Russia.


1994 ◽  
Vol 10 ◽  
pp. 183-204
Author(s):  
Virginia R. Bainbridge

Aside from learned conjecture about the nature of the afterlife, the men and women of the late Middle Ages were as fearful as we are of what lies on the other side of death. They too were afraid of dying, afraid of what was beyond, of their own aloneness in facing death. They too had their euphemisms for the process of dying. Some went the way of all flesh: ‘Viam universe carnis ingredi’, while others migrated from this light, or from this age, to the Lord, ‘ab hac luce migraverit’, ‘ab hoc saeculo emigraverit’, ‘ad Dominum migraverit’. To comfort themselves they held up a mirror to their own society, which reflected the network of relationships which bound them in life to their lords, their tenants and servants, their families and benefactors, their fellow religious, their fellow gild brethren, townsmen, and parishioners. This image they projected into the void beyond the grave.


2018 ◽  
Vol 1 (2) ◽  
pp. 60-72
Author(s):  
Mansour Safran

This aims to review and analyze the Jordanian experiment in the developmental regional planning field within the decentralized managerial methods, which is considered one of the primary basic provisions for applying and success of this kind of planning. The study shoed that Jordan has passed important steps in the way for implanting the decentralized administration, but these steps are still not enough to established the effective and active regional planning. The study reveled that there are many problems facing the decentralized regional planning in Jordan, despite of the clear goals that this planning is trying to achieve. These problems have resulted from the existing relationship between the decentralized administration process’ dimensions from one side, and between its levels which ranged from weak to medium decentralization from the other side, In spite of the official trends aiming at applying more of the decentralized administrative policies, still high portion of these procedures are theoretical, did not yet find a way to reality. Because any progress or success at the level of applying the decentralized administrative policies doubtless means greater effectiveness and influence on the development regional planning in life of the residents in the kingdom’s different regions. So, it is important to go a head in applying more steps and decentralized administrative procedures, gradually and continuously to guarantee the control over any negative effects that might result from Appling this kind of systems.   © 2018 JASET, International Scholars and Researchers Association


Author(s):  
Omar Shaikh ◽  
Stefano Bonino

The Colourful Heritage Project (CHP) is the first community heritage focused charitable initiative in Scotland aiming to preserve and to celebrate the contributions of early South Asian and Muslim migrants to Scotland. It has successfully collated a considerable number of oral stories to create an online video archive, providing first-hand accounts of the personal journeys and emotions of the arrival of the earliest generation of these migrants in Scotland and highlighting the inspiring lessons that can be learnt from them. The CHP’s aims are first to capture these stories, second to celebrate the community’s achievements, and third to inspire present and future South Asian, Muslim and Scottish generations. It is a community-led charitable project that has been actively documenting a collection of inspirational stories and personal accounts, uniquely told by the protagonists themselves, describing at first hand their stories and adventures. These range all the way from the time of partition itself to resettling in Pakistan, and then to their final accounts of arriving in Scotland. The video footage enables the public to see their facial expressions, feel their emotions and hear their voices, creating poignant memories of these great men and women, and helping to gain a better understanding of the South Asian and Muslim community’s earliest days in Scotland.


2015 ◽  
Vol 12 (2) ◽  
Author(s):  
Vidya Dwi Amalia Zati ◽  
Sumarsih Sumarsih ◽  
Lince Sihombing

The objectives of the research were to describe the types of speech acts used in televised political debates of governor candidates of North Sumatera, to derive the dominant type of speech acts used in televised political debates of governor candidates of North Sumatera and to elaborate the way of five governor candidates of North Sumatera use speech acts in televised political debates. This research was conducted by applying descriptive qualitative research. The findings show that there were only four types of speech acts used in televised political debates, Debat Pemilukada Sumatera Utara and Uji Publik Cagub dan Cawagub Sumatera Utara, they were assertives, directives, commissives and expressives. The dominant type of speech acts used in both televised political debates was assertives, with 82 utterances or 51.6% in Debat Pemilukada Sumatera Utara and 36 utterances or 41.37% in Uji Publik Cagub dan Cawagub Sumatera Utara. The way of governor candidates of North Sumatera used speech acts in televised political debates is in direct speech acts, they spoke straight to the point and clearly in order to make the other candidates and audiences understand their utterances.   Keywords: Governor Candidate; Political Debate; Speech Acts


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