POSITIVE EFFECTS OF FEMALE STEREOTYPES FUNCTIONING (ILLUSTRATED BY THE CASE OF THE UKRAINIAN MILITARY NON-INSTITUTIONAL DISCOURSE)

The abstract reveals effects of female stereotypes functioning. Studying the gender stereotype’s psychological and social functions, we have noted the following positive effects of female stereotypes functioning in the Armed Forces of Ukraine: 1) destruction of gender typology, overcoming polarization between femininity and masculinity as polar opposite genders; 2) changing the vector of gender priorities from the predominance of belonging to certain gender to the predominance of belonging to the corporate military culture; that makes it crucial to perceive and evaluate a woman, first of all, as a representative of military professional activity; 3) creation of psychological prerequisites for the prevalence of a positive emotional state in the military collective and formation of communication principles characterized by empathy.

Maskuliniti yang Diruntuhkan Feminiti: Satu Penelitian Stereotaip Gender dalam Novel Seri Dewi Malam Karya Affifudin Haji Omar

Ideologi feminis menyumbang kepada fahaman bahawa lelaki dan perempuan dipengaruhi oleh pengalaman kehidupan yang berbeza ketika menghasilkan sesebuah karya kreatif. Feminis percaya bahawa pengarang lelaki tidak dapat menampilkan dimensi kejiwaan perempuan kerana mereka tidak pernah merasai pengalaman sebagai seorang perempuan. Ideologi seperti ini muncul sebagai tindak balas terhadap kebanyakan karya yang dihasilkan oleh pengarang lelaki yang sering mempersembahkan watak perempuan sebagai the second sex, terpinggir, bisu dan lemah dalam sistem sosial yang didominasi oleh lelaki. Walau bagaimanapun, tindakan pengarang lelaki ini tidak boleh dihukum kerana kegagalan mereka memahami dimensi perempuan yang berbeza dari diri mereka. Pencitraan perempuan daripada perspektif pengarang lelaki harus dilihat daripada konteks masyarakat dan budaya yang meletakkan stereotaip tertentu mengikut jenis kelamin. Bertitik tolak daripada fahaman tersebut, makalah ini mengupas konsep gender yang dibentuk oleh masyarakat sosial serta meneliti imej stereotaip lelaki yang dikenali sebagai gender maskulin dan imej stereotaip perempuan yang dikenali sebagai gender feminin. Hasil dapatan makalah ini mendapati pengarang novel Seri Dewi Malam telah mengubah fahaman pembaca tentang pengarang lelaki dalam mencitrakan imej perempuan dan menolak stereotaip sedia ada dengan menonjolkan imej positif yang dimiliki oleh watak Rohana sebagai gender feminin yang meruntuhkan stereotaip gender maskulin watak-watak lelaki di dalam novel. The feminist ideology argues that the production of a creative work amongst male and female authors is defined by their specific life and gender experience. Feminists believe that male authors are unable to tap into the thoughts and emotional dimension of female authors because they have never experienced the life of a female. This argument emerged as a form of reaction towards the production of novels by male authors who often portray the female characters as ‘the second sex’, forsaken, tacit and weak in the male-dominated social system. Understandably, these prejudiced portrayals reflect their failure in understanding the female gender as a whole. Narrating the female from the male perspective thus has to be approached from the social and cultural context that gives rise to these stereotypes. This paper addresses the notion of gender from the perspective of society and explores the conceptual division between the male representation as ‘masculine' and female representation as ‘feminine’ in the novel Seri Dewi Malam. It argues that the author of the novel has managed to transform the female stereotypes by instilling more positive representations to the protagonist Rohana and her femininity in challenging the masculinity of male characters.

The changing language of women on The Big Bang Theory

This study focuses on how linguistic markers are utilized by women in media to highlight stereotypes and reinforce systems of oppression. Using data from the popular television program The Big Bang Theory, the speech patterns of the three main female characters, Penny, Amy, and Bernadette, were analyzed. It was found that changes in the speed and pitch of the dialog delivered by these characters correlated with the characters enacting certain female stereotypes that are not at the forefront of their personalities. The stereotypes of the traditionally feminine woman, overly aggressive woman, and ditzy blond are key in maintaining the inferior status of women. The stereotype of the traditionally feminine woman serves as an example of how women are supposed to act out their female identity, the overly aggressive stereotype is a warning against utilizing emotions outside of a traditional feminine community of practice, and the ditzy blond stereotype is used to provide proof of the inferiority of women and justify the continued subjugation of them.

Developing The Evaluation Scale of Female School Administrators

The aim of this study is to present a measurement tool that will be used to measure the female stereotypes faced by women managers in the school organization, how women managers are perceived and how teachers evaluate the school administrators. The study group consisted of 221 teachers working in primary schools in Ankara. As a result of the analysis, a measurement tool consisting of 45 items and five sub-factors including “General Management Success”, “Authority Provision and Impact on Interpersonal Relations”, “Personality Characteristics”, “Family Life” and “Objectivity and Equal Treatment” has been introduced. The Cronbach Alpha reliability coefficients of the factors were calculated as. 96, .94, .93, .94, .90 and. 98 for all items. The variances explained by the factors were 19.797%, 13.190%, 12.529%, 12.127% and 11.122% respectively. The total variance of the five factors was determined as 68.765%. The results show that the scale structure has been validated and that can be used as a valid and reliable tool in determining the evaluations of teachers among female school administrators.

Female Stereotypes in Romanian Advertising: An Interpretative Content Analysis

Advertising, by its accessibility, is incredibly powerful in spreading stereotypical representations. The way women are portrayed in advertising in different countries and cultures has been a subject of research for more decades. The paper aims to examine the way women are portrayed in advertising campaigns in Romania. The study focuses on finding the stereotypes used and their characteristics by qualitatively analyzing ads from brands’ YouTube channels. We identified seven stereotypes and the analysis shows that women portrayals are idealized in Romanian advertising. Although there are some modern approaches to the representations, ads do not reflect contemporary female roles. The most frequent stereotype is the Next-Door Woman, a stereotype that emphasis on the cuteness of the woman, not on her intelligence. Romanian brands’ advertising lacks campaigns promoting women empowerment.

Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

Negative female stereotypes and the portrayal of women in traditional and non-agentive social roles prevail in advertising. Advertisers believe that it is an effective advertising strategy to misuse postfeminist standpoints, stressing liberated womanhood and constructing a universe where women have gained it all and men have to reconquer their lost ground. This article analyses the appropriation of postfeminist discourse with the aim of showing how negative and even demeaning female stereotypes and clichés are represented, and by doing so, how a retro-sexist imagery is constructed within the advertising discourse. Undertaking a case study analysis of an advertising campaign of the brand IWC, a luxury brand for watches, and applying a feminist critical discourse perspective (Lazar, 2005, 2007), which shows the gender asymmetries in discourse, it is argued that advertising perpetuates misbeliefs about women’s roles in society and reinforces demeaning female stereotypes in the collective imaginary about the understanding of gender equality.

Víctima, monstruo o ser humano en pantalla: Agencia femenina, diversidad funcional y el derecho a ser un monstruo en “Hush”=Victim, monster or human being on screen: female agency, functional diversity and the right to be a monster in Hush

<p align="left"><strong>Resumen</strong></p><p>Este artículo pretende explorar las implicaciones de la agencia femenina dibujadas en la cinta de horror de 2016 <em>Hush</em>, dirigida por Mike Flanagan y escrita por él mismo junto a Kate Siegel, protagonista del filme. Para este fin se realizará una revisión teórica desde los estudios del cuerpo y los estudios feministas sobre la agencia corporal femenina, la diversidad funcional, lo monstruoso femenino y las representaciones corporales en los medios audiovisuales. Así, se abordarán conceptos y figuras de teóricas como De Lauretis, Mulvey, Creed, Garland-Thomson y Blackman ente otras/os, con el objetivo de analizar y problematizar los motivos presentes en el filme, desde las nociones de la subversión de los estereotipos femeninos y la reivindicación crítica de la abyección.</p><p align="left"><strong>Abstract</strong></p><p>This article aims to explore the implications of female agency drawn in the 2016 horror film <em>Hush</em>, directed by Mike Flanagan and co-written with Kate Siegel, the film's protagonist. For this purpose, a theoretical review will be carried out from body studies and feminist studies on female bodily agency, functional diversity, the monstrous feminine and body representations in audiovisual media. Thus, concepts and figures of theorists such as De Lauretis, Mulvey, Creed, Garland-Thomson and Blackman, among others, will be addressed in order to analyze and problematize the motifs present in the film, from the notions of the subversion of female stereotypes and the critical vindication of abjection.</p>

Gender stereotypes in advertising have negative cross-gender effects

Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender. Design/methodology/approach In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared. Findings The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles. Research limitations/implications Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders. Practical implications The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising. Originality/value The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.