scholarly journals Dagcrème voor mannen, bier voor vrouwen : Voorbij genderstereotypen in reclame?

Sociologie ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 149-173
Author(s):  
Dagmar Bicqué ◽  
Dick Houtman
Keyword(s):  
Content Analysis ◽  
Gender Stereotypes ◽  
Qualitative Content Analysis ◽  
Target Group ◽  
Television Commercials ◽  
And Gender

Abstract This paper studies representations of gender in television commercials that advertise products like beer and cosmetics to the gender they are traditionally not associated with. More specifically the question is whether, as literature about advertising and gender suggests, such commercials do indeed break with traditional gender stereotypes. A qualitative content analysis of ten commercials of this type reveals that this is not the case. Precisely because they need to try and bring about recognition and positive appreciation among the new target group, these commercials rather reproduce traditional gender stereotypes. So just like in ‘ordinary’ commercials men are represented here, too, as confident, active and interested in functionality, and women as insecure, passive and interested in aesthetics.

Narrative Identities and the Egalitarian Norm Among Hungarian Elite Couples

2017 ◽  
Vol 39 (7) ◽  
pp. 2107-2130 ◽  
Author(s):  
Bernadett Csurgó ◽  
Luca Kristóf
Keyword(s):  
Content Analysis ◽  
Gender Equality ◽  
Family Life ◽  
Qualitative Content Analysis ◽  
Gender Inequalities ◽  
Individual Interviews ◽  
Cultural Elite ◽  
Underrepresentation Of Women ◽  
And Gender ◽  
Political Economic

Our article aims to study the attitudes of the elite to family life and gender equality. This is a social group who still experiences significant gender imbalances. We focus on attitudes to family life, which has thus far been underresearched in elite literature. With the help of the analysis of 34 individual interviews with members of the Hungarian political, economic, and cultural elite, we identify and present three types of narrative identities: dominant, deferential, and egalitarian. The main finding from our qualitative content analysis is that egalitarian partnership norms which were discussed in every narrative and gender equality appear in most cases as a norm among the elite. However, there is a narrative tension between this norm and the couples’ actual experiences of their family life. We conclude our article with some comments on how the ideology of egalitarian essentialism strengthens gender inequalities reinforcing the underrepresentation of women in elite positions.

scholarly journals Gender Advantages and Gender Normality in the Views of Estonian Secondary School Students

2015 ◽  
Vol 6 (1) ◽  
pp. 72-85 ◽  
Author(s):  
Tiiu Kuurme ◽  
Gertrud Kasemaa
Keyword(s):  
Secondary School ◽  
Gender Equality ◽  
Gender Stereotypes ◽  
Secondary School Students ◽  
Qualitative Content Analysis ◽  
School Life ◽  
School Students ◽  
Related Factors ◽  
And Gender ◽  
Central Condition

Abstract The aim of the study on Estonian secondary school students was to obtain an overview of the gender-related views and experiences of the everyday school life by students, and to analyse the school-related factors in the development of gender roles and gender-related expectations. We view gender equality as a central condition for social sustainability. In the article, we focus on the perceptions and interpretations of the so-called normal boy and girl and the advantages of both genders at school. We analyse the experiences and the views of young people regarding their gender positioning in everyday school life vis-à-vis their views on gender equality. The survey used in the study consisted of 50 questions, mainly open-ended. It was conducted in 10 basic and secondary schools in grades 7, 9, 10 and 12, with a total number of 649 respondents. The open answers were analysed by applying the method of thematic qualitative content analysis. The findings reveal that the perceived advantages of both genders at school and the behaviour considered as normal at school are strongly related to traditional gender stereotypes. At the same time, students claim that they are primarily people with equal opportunities. We conclude that the belief in the ideology of gender equality outweighs personal gender-related experiences.

scholarly journals Navigating identity within the context of culture & community: an examination of creative engagement among black 2SLGBTQ Caribbean-Canadian artists

2021 ◽  
Author(s):  
Shaniqua (Nika) Smith
Keyword(s):  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Community Building ◽  
Secondary Data ◽  
Creative Expression ◽  
Data Sources ◽  
The Social ◽  
Secondary Data Sources ◽  
And Gender ◽  
Equity And Inclusion

This research examines some of the ways Black 2SLGBTQ Caribbean-Canadian artists engage with creative expression to navigate their sexual and gender identities. This study also highlighted the intersection of race, gender, sexual identity, and immigration. The secondary data sources collected were a photography series produced by Jamaican-Canadian photographer Brianna Roye; and a 2015 interview featuring Michèle Pearson Clarke, a Trinidadian-Canadian artist. These secondary data sources were analyzed using multi-textual analysis and qualitative content analysis tools. The findings highlight the potential for art and creative expression to address issues of anti-Black racism and heterosexism, in addition to fostering healing and community building. This study aims to present insight that will contribute to ongoing efforts within the social work profession to promote Black 2SLGBTQ equity and inclusion.

Women and Men in Accounting Textbooks: Exploring the Hidden Curriculum

2007 ◽  
Vol 22 (3) ◽  
pp. 459-480 ◽  
Author(s):  
Wendy M. Tietz
Keyword(s):  
Content Analysis ◽  
Gender Role ◽  
Gender Stereotypes ◽  
Hidden Curriculum ◽  
Qualitative Approach ◽  
Accounting Faculty ◽  
Introductory Accounting ◽  
And Gender

The purpose of this study is to examine the representation of gender in introductory accounting textbooks. A content analysis of the homework items, the pictures, and the stories contained in 19 introductory accounting textbooks was conducted using both a quantitative and a qualitative approach. The results show that women and men are represented very differently throughout textbooks, thereby reinforcing gender stereotypes and gender role stratification. Given the accounting profession's explicit desire to increase diversity, accounting faculty need to be more aware of the implicit messages conveyed by our pedagogical materials.

scholarly journals Portrayal of Women in Contemporary Nollywood Films: Isoken and King of Boys in Focus

2021 ◽  
Vol 9 (1) ◽  
pp. 117-145
Author(s):  
Emwinromwankhoe Osakpolor
Keyword(s):  
Content Analysis ◽  
Case Studies ◽  
Gender Stereotypes ◽  
Qualitative Content Analysis ◽  
Cultivation Theory ◽  
Analysis Method ◽  
Nigerian Women ◽  
Female Directors ◽  
Content Analysis Method ◽  
Positive Light

This study investigates the portrayal of women in contemporary Nollywood films, using Isoken (2017) and King of Boys (2018) as case studies. The objective was to highlight the various ways in which women in the films are portrayed to viewers and ascertain whether contemporary Nollywood movies are an improvement on the issues of gender stereotypes and sexism which are hitherto prevalent in the industry. Anchored on the cultivation theory, the study adopted the qualitative content analysis method. Findings showed that women in the studied films are negatively portrayed in various ways and that these portrayals are, at best, parallel to the stereotypical ways in which women were portrayed in previous Nollywood movies. Taking cognizance of the fact that both films are directed by women, the researcher recommends that Nollywood female directors should look beyond the lenses of financial gains and set a pace with regards to changing the narrative and portraying Nigerian women in a positive light.

scholarly journals Qualitative content analysis of the New Zealand troopship publications 1914-1920

2021 ◽  
Author(s):  
◽  
Peter Hoar
Keyword(s):  
Content Analysis ◽  
National Identity ◽  
New Zealand ◽  
Thematic Analysis ◽  
Historical Perspective ◽  
Qualitative Content Analysis ◽  
Race And Gender ◽  
Official Discourse ◽  
Life Attitudes ◽  
And Gender

<p>This study is a qualitative content analysis of the magazines and newspapers produced on New Zealand troopships between 1914 and 1920. It begins with an account of the troopships, the printing of the magazines and the individuals involved. The bulk of the study is concerned with a thematic analysis of the troopship publications from a cultural historical perspective. These themes are; troopship life, army life, attitudes to war, national identity, race and gender. The content analysis and interpretation considers the magazines as media products of a particular social group and examines the ways in which this group represented itself. The roles of official discourse, propaganda and resistance in the troopship publications are analysed and the interactions between these and the functions of the publications are explicated. The conclusion assesses the publications' position in the context of discussions of cultural rupture and continuity and finds that they emphasise the latter.</p>

Recommendations from LGBTQ+ adults for increased inclusion within physical activity: a qualitative content analysis

2021 ◽  
Author(s):  
Shannon S C Herrick ◽  
Tyler Baum ◽  
Lindsay R Duncan
Keyword(s):  
Physical Activity ◽  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Sports Teams ◽  
Gender Binary ◽  
The Creation ◽  
Gender Based ◽  
And Gender

Abstract For decades, physical activity contexts have been inherently exclusionary toward LGBTQ+ participation through their perpetuation of practices and systems that support sexuality- and gender-based discrimination. Progress toward LGBTQ+ inclusivity within physical activity has been severely limited by a lack of actionable and practical suggestions. The purpose of this study was to garner an extensive account of suggestions for inclusivity from LGBTQ+ adults. Using an online cross-sectional survey, LGBTQ+ adults (N = 766) were asked the following open-ended question, “in what ways do you think physical activity could be altered to be more inclusive of LGBTQ+ participation?” The resulting texts were coded using inductive qualitative content analysis. All coding was subject to critical peer review. Participants’ suggestions have been organized and presented under two overarching points of improvement: (a) creation of safe(r) spaces and (b) challenging the gender binary. Participants (n = 558; 72.8%) outlined several components integral to the creation and maintenance of safe(r) spaces such as: (i) LGBTQ+ memberships, (ii) inclusivity training for fitness facility staff, (iii) informative advertisement of LGBTQ+ inclusion, (iv) antidiscrimination policies, and (v) diverse representation. Suggestions for challenging the gender binary (n = 483; 63.1%) called for the creation of single stalls or gender-neutral locker rooms, as well as for the questioning of gender-based stereotypes and binary divisions of gender within physical activity (e.g., using skill level and experience to divide sports teams as opposed to gender). The findings of this study represent a multitude of practical suggestions for LGBTQ+ inclusivity that can be applied to a myriad of physical activity contexts.

scholarly journals Otra animación infantil es posible. Un análisis de las series “Steven Universe, She-Ra y Star vs Forces of Evil”=Another children’s animation is possible. An analysis of the tv series ‘Steven Universe, She-Ra and Star vs Forces of Evil’

2021 ◽  
pp. 399
Author(s):  
Delicia Aguado-Peláez ◽  
Patricia Martínez-García
Keyword(s):  
Content Analysis ◽  
Gender Stereotypes ◽  
Qualitative Content Analysis ◽  
Fictional World ◽  
Male Characters

<p align="left"><strong>Resumen</strong></p><p>El objetivo del presente artículo es examinar la representación de personajes femeninos y masculinos y su impacto en las tramas en las series de animación infantil: <em>Steven Universe, Star vs Forces of Evil</em> y <em>She-Ra and the Princesses of Power</em>. Para ello, se utilizan como herramientas metodológicas el análisis de contenido cualitativo y la interseccionalidad. Su apuesta por la diversidad en las presencias y por el diálogo y la empatía en sus narrativas las alejan de modelos hegemónicos de dibujos animados que apuestan por la normatividad y la otredad. Así, estas series constituyen una oportunidad para superar los estereotipos de género dentro (y fuera) del mundo de ficción.</p><p align="left"><strong>Abstract</strong></p><p>The aim of this article is to examine the representation of female and male characters and their impact on the plots in the children's animated series: <em>Steven Universe</em>, <em>Star vs Forces of Evil</em> and <em>She-Ra and the Princesses of Power</em>. For this purpose, qualitative content analysis and intersectionality are used as methodological tools. Their commitment to diversity in their presences and to dialogue and empathy in their narratives distance them from hegemonic cartoon models that focus on normativity and otherness. Thus, these series constitute an opportunity to overcome gender stereotypes within (and outside) the fictional world.</p>

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