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    Wyświetlanie 1-3 z 3
    Tytuł:
    Femvertising and Its Perception by Polish Female Consumers
    Autorzy:
    Macias, Klaudia
    Powiązania:
    https://bibliotekanauki.pl/articles/2054347.pdf
    Data publikacji:
    2021-07-27
    Wydawca:
    Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
    Tematy:
    advertising
    femvertising
    feminism
    ambivalent sexism
    Opis:
    The world is constantly undergoing socio-economic and cultural changes, but the existence of patriarchy and the related gender inequality remain unchanged. In response to this state of aff airs, a feminist movement emerged and infl uenced society. Companies recognize the changes taking place in society and decide to include the feminist movement in their cause-related marketing campaigns. This is how a relatively new form of marketing communication, called femvertising, was born. This paper aims to analyze this form of marketing communication and the eff ect of both hostile and benevolent sexism on the perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women. The results of the survey showed that women rate advertisements portraying females in an unconventional way higher than traditional advertisements. Moreover, the perception of advertisements is infl uenced by the level of both benevolent and hostile sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy.
    Źródło:
    Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 1(12); 55-69
    2449-6634
    Pojawia się w:
    Journal of Marketing and Consumer Behaviour in Emerging Markets
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Internalization of Negative Images: Self-Loathing as Portrayed in Toni Morrison’s "The Bluest Eye." Geraldine’s Case Study
    Autorzy:
    Czajkowska, Natalia
    Powiązania:
    https://bibliotekanauki.pl/articles/504712.pdf
    Data publikacji:
    2016
    Wydawca:
    Komisja Nauk Filologicznych Polskiej Akademii Nauk, Oddział we Wrocławiu
    Tematy:
    black self-hatred
    self-esteem
    female identity
    racism
    sexism
    negative stereotypes
    feminism
    Opis:
    The article presents the foundations, symptoms and consequences of self-hatred as experienced by Geraldine, the black female character portrayed in Toni Morrison’s first novel, The Bluest Eye. Primarily, based on the psychological concepts of Rosenberg, Higgins and Horney, it defines self-loathing as an extremely negative self-concept, a depreciation of one’s own physical attractiveness, intellect and abilities which is accompanied by anger towards oneself. The key characteristic of this process is expressed by a decreased level of self-esteem that is effectuated by an internalization of negative in- and out-group concepts based on racial prejudice and sexism, as well as on a sense of social rejection and intolerance. An additional reason behind the black woman’s conviction of her inferiority and unworthiness is her idealization of white culture, of its standards of beauty and lifestyle with which she is bombarded. In consequence, the black female character tends to overestimate the image of whiteness and to underestimate her blackness. Instead, by being an organic part of the culture that detests her, she learns to hate her dark skin, her poverty, otherness and funkiness. This acquired hatred generates a discrepancy between her actual self and the ideal or ought self, effectuating in a neurotic desire to eradicate all attributes of the actual, despised self. Therefore, Geraldine disparages, doubts and discredits the epitomes of her blackness and bitterly endeavors to eradicate it. To achieve this, she firstly obliterates her native and cultural identity, both in the physical and mental dimension, and secondly she invents a new identity which allows her to escape from her hopelessness and ugliness.
    Źródło:
    Academic Journal of Modern Philology; 2015, 4; 25-31
    2299-7164
    2353-3218
    Pojawia się w:
    Academic Journal of Modern Philology
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Nieantykobiecy dyskurs społeczności manosfery
    The not anti-woman discourse of the manosphere community
    Autorzy:
    Bosiakowska, Małgorzata
    Powiązania:
    https://bibliotekanauki.pl/articles/32928415.pdf
    Data publikacji:
    2020
    Wydawca:
    Fundacja PSC
    Tematy:
    manosphere
    public discourse
    reverse sexism
    feminism
    antifeminism
    men's rights
    critical analysis of internet discourse
    Opis:
    This article attempts to show the diversity of discourse of the manosphere community. The causes and the process of the separation of the manosphere community are a continuation of the men’s rights movement created, among others, in response to the rapid changes in contemporary society. Although the origins of the men’s rights movement have nothing to do with anti-feminism or sexism, a large part of the manosphere represents such attitudes, which are directly reflected in the discourse it creates. The growing hatred in the language of the manosphere is a consequence of the freedom that communication on the Internet allows, as well as of radical feminist movements that are increasingly mainstreaming into mass culture as ‚proper’ ones. Many works have been produced to prove the anti-feminist, androcentric and even misogynist nature of the manosphere, but the manosphere as a community is quite diverse. This analysis of the manosphere’s discourse aims to find such threads or statements which, while representing attitudes in line with e.g. Masculinism or traditional values, do not contain critical or exclusionary attitudes towards women and are thus conceptually closer to the origins of the men’s rights movement.
    Źródło:
    Alcumena. Pismo Interdyscyplinarne; 2020, 3(3); 121-141
    2719-9851
    Pojawia się w:
    Alcumena. Pismo Interdyscyplinarne
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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