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Tytuł:
Trójmiejskie środowisko jazzowe – perspektywa genderowa
Autorzy:
Kwiatkowska, Weronika Maria
Powiązania:
https://bibliotekanauki.pl/articles/2042848.pdf
Data publikacji:
2021-12-21
Wydawca:
Polskie Towarzystwo Ludoznawcze
Tematy:
muzyka
jazz
gender
męska dominacja
dyskryminacja
seksizm
instrumentalistki jazzowe
music
male domination
discrimination
sexism
female jazz instrumentalists
Opis:
Środowisko jazzowe jest zdominowane przez mężczyzn, co pociąga za sobą różne konsekwencje dla chcących uczestniczyć w nim kobiet. W artykule przedstawiam sytuację instrumentalistek jazzowych, które spotykają się z przejawami seksizmu we wszystkich obszarach swojej działalności oraz z dyskryminacją na rynku pracy. Opisuję również esencje męskości (głównie jazzmani) i kobiecości (przede wszystkim wokalistki) jako dwa dostępne wzorce zachowania w tej grupie. Dodatkowo, staram się wyodrębnić różne strategie przetrwania, po które sięgają kobiety w tym zmaskulinizowanym środowisku. Artykuł oparty jest na badaniach etnograficznych przeprowadzonych w Trójmieście w latach 2017-2019 wśród instrumentalistów oraz instrumentalistek jazzowych.
The jazz environment is dominated by men, which leads to many different consequences for women who want to participate in it. In this article, I depict the situation of female jazz instrumentalists who face sexism in every area of their activity and discrimination in the labour market. I also describe the essences of masculinity (mainly jazzmen) and femininity (mostly female vocalists) as two possible behaviour patterns in the group. In addition, I try to extract several different strategies which women use to survive in this masculinized environment. The article is based on the ethnographic research conducted in Trójmiasto in 2017-2019 among male and female jazz instrumentalists. 
Źródło:
Lud; 2021, 105; 175-202
0076-1435
Pojawia się w:
Lud
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Reprezentacje gender w polskiej sferze publicznej – próba uchwycenia dynamiki dyskursu
Autorzy:
Grochalska, Monika
Powiązania:
https://bibliotekanauki.pl/articles/2194856.pdf
Data publikacji:
2020-12-15
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
gender
hate speech
tolerance
discrimination
homophobia
sexism
anti-discrimination actions
politics
Opis:
Before 2013, the term ‘gender’ as used to define male and female social roles had appeared relatively rarely in the public sphere. However, it had not been completely unknown. Whenever this term did occur in utterances of public figures, it was mostly in reference to equality policies (gender policy) and the idea of gender mainstreaming in EU projects. It was commonly associated with feminism and has in this form entered the social consciousness, including the minds of major public figures, especially those with highest state positions. The situation changed radically in 2013. The term ‘gender’ started to be connected with ‘gender ideology’, a term coined by people associated with the Catholic Church. This article presents the ways in which the issues related to the broadly meant gender are presented on the right and left sides of the political scene. This analysis is based on selected interviews and other utterances of famous politicians as well as the articles in popular weekly magazines published in 2011–2015. This paper covers both kinds of utterances – those in line with the rules of political correctness and the examples of hate speech. All examples are provided to highlight the mechanisms of discrimination hidden in the language of politics.
Źródło:
Kultura-Społeczeństwo-Edukacja; 2020, 17, 1; 339-367
2300-0422
Pojawia się w:
Kultura-Społeczeństwo-Edukacja
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Quelques facteurs de variation des interdits langagiers
Some parameters of variation of linguistic taboos
Autorzy:
Sablayrolles, Jean-François
Powiązania:
https://bibliotekanauki.pl/articles/683408.pdf
Data publikacji:
2017
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
injure
négationnisme
racisme
sexisme
tabou
insult
revisionism
racism
sexism
taboo
Opis:
While most gynolects and pedolects have now practically disappeared from the French language and the use of offensive language (insults and verbal abuse) has become increasingly common, new types of taboos have emerged. On the one hand, religious fundamentalists still rise against what they perceive as blasphemy – but they remain a minority. On the other hand, the general public has grown much more sensitive to macho, racist, anti-Semitic and revisionist statements. These provoke indignant reactions and lead to lawsuits and convictions.
La (quasi)disparition des gynolectes et pédolectes et le développement des incivilités (insultes et propos violents) n’empêchent pas l’apparition de nouveaux domaines tabous en français. Les fondamentalistes religieux s’insurgent encore contre ce qu’ils considèrent être des blasphèmes mais il sont minoritaires. En revanche les propos machistes, racistes, antisémites, négationnistes provoquent des réactions indignées de la part de la population, beaucoup plus sensible à ces sujets, et font l’objet de poursuites devant les tribunaux et de condamnations.
Źródło:
Acta Universitatis Lodziensis. Folia Litteraria Romanica; 2017, 12; 9-18
1505-9065
2449-8831
Pojawia się w:
Acta Universitatis Lodziensis. Folia Litteraria Romanica
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Polityka reprezentacji: związki ideologii, władzy i płci
The politics of representation: relations between ideology, power and sex
Autorzy:
Kronenberg, Anna
Powiązania:
https://bibliotekanauki.pl/articles/39982115.pdf
Data publikacji:
2014-12-10
Wydawca:
Akademia Humanistyczno-Ekonomiczna w Łodzi
Tematy:
polityka reprezentacji gender
religia
rasizm
seksizm
władza
the politics of representation
gender
religion
racism
Sexism
power relations
Opis:
Celem artykułu jest przybliżenie związków, jakie zachodzą pomiędzy ideologią, władzą i płcią. Badania nad nimi prowadzone są w ramach gender studies, a szczególnie tzw. polityki reprezentacji. W artykule omawiam wpływ ideologii patriarchalnej i kolonialnej oraz religii na reprezentacje kobiet w kulturze, także kobiet o innym kolorze skóry niż biały. Na przykładach różnych typów reprezentacji kobiet w kulturze popularnej (w literaturze, na pocztówkach, plakatach i widowiskach) ukazuję także, jakie miały one konsekwencje historyczne, społeczne i polityczne dla życia rzeczywistych kobiet. Reprezentowanie jest bowiem zawsze aktem politycznym, wyrazem władzy. A bycie reprezentowaną – przejawem dyskryminacji. Dlatego konsekwencją tego, że kobiety przez wieki reprezentowane były przez mężczyzn, było odmawianie nam praw obywatelskich.
This article refers to relations between ideology, power and sex. Research in this field is carried out in the framework of gender studies and the “politics of representation”. In this article I discuss the impact of patriarchal and colonial ideology and religion on the representations of women, including women of colour, in culture. I also discuss the historical, social and political consequences of those representations for real women and their (our) lives. Representation is always a political act, an act of power. And being represented by others often means being discriminated against, which is frequently connected to a lack of civil rights.
Źródło:
Civitas Hominibus. Rocznik filozoficzno-społeczny; 2014, 9; 27-38
1896-1819
2391-5145
Pojawia się w:
Civitas Hominibus. Rocznik filozoficzno-społeczny
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
On Gender-Sensitive Language
O rodno osjetljivom jeziku
Autorzy:
Kuna, Branko
Nujić, Damira
Powiązania:
https://bibliotekanauki.pl/articles/636030.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
gender
sexism
naming
gender-specific formation of nouns
political correctness
Croatian
Opis:
This paper focuses on changes in Croatian language that either have happened or are possible to happen in order that male dominance in language and gender inequality are reduced. The research concentrates on the use of gender-sensitive language for job titles and occupations of female persons. The study demonstrates the lack of stability in the use of feminine forms, as it has not been integrated into the Croatian language practice yet.
Źródło:
Poznańskie Studia Slawistyczne; 2015, 9; 303-318
2084-3011
Pojawia się w:
Poznańskie Studia Slawistyczne
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
Tytuł:
MULTIPLE DISCRIMINATIONS AGAINST AFGHAN GIRLS IN IRAN
Autorzy:
Tavakoli, Behnaz
Powiązania:
https://bibliotekanauki.pl/articles/579613.pdf
Data publikacji:
2014
Wydawca:
Polska Akademia Nauk. Czytelnia Czasopism PAN
Tematy:
ADULTISM
AFGHAN GIRLS
CHILDREN’S RIGHTS
DISCRIMINATION
MIGRANT CHILDREN
RACISM
SEXISM
Opis:
In the last 3 decades, many Afghan children immigrated to Iran with their parents, relatives, or even born there. The vulnerable position of afghan children in Iran caused them to be deprived of their basic rights such as right to Identity, right to education, and several others. These discriminations will be multiple if there is a gender gap in the society they live in. In this regard, afghan girls are one of the most discriminated communities in Iran. They get discriminated on the ground of their status as a migrant, as a child, and also as a girl. This study aims to find out how such multiple discriminations including racism, sexism, and adultism have an influence on afghan girls’ lives in Iran from their own perspective and also to observe how far these girls are aware of the discriminations in their surroundings. For this aim, various qualitative methods have been applied. The result demonstrated that the interviewees were almost aware of the discriminatory attitudes against them but it seems that racism is the most visible discrimination form from their perspective.
Źródło:
Studia Migracyjne - Przegląd Polonijny; 2014, 40, 3(153); 321-338
2081-4488
2544-4972
Pojawia się w:
Studia Migracyjne - Przegląd Polonijny
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Jak daleko psycholożce do psychologa?
Autorzy:
Grajek, Eliza
Ratka, Julia
Powiązania:
https://bibliotekanauki.pl/articles/2007152.pdf
Data publikacji:
2021-08-26
Wydawca:
Fundacja Pro Scientia Publica
Tematy:
feminatyw
kompetencje kobiet
ambiwalentny seksizm
tendencje do zatrudnienia
dyskryminacja płciowa
femine form of professional titles
women's competences
ambivalent sexism
employment tendencies
gender discrimination
Opis:
Wokół feminatywów od wielu lat toczy się burzliwa dyskusja, zarówno w polityce jak i innych dziedzinach życia społecznego. Argumentami za i przeciw używaniu takich form wymieniają się obydwie strony barykady. Natomiast badań poruszających tę tematykę nie zostało przeprowadzonych w Polsce wystarczająco wiele. Celem badania eksperymentalnego (N=140) było sprawdzenie wpływu „żeńskiej końcówki” na ocenę kompetencji zawodowych kobiet, które za pomocą owego feminatywu się tytułowały. Stworzono dwie wersje kwestionariusza z sześcioma kandydatkami, które w tytule zawodowym w jednej wersji kwestionariusza stosowały żeńską końcówkę, w drugiej wersji- nie. W przypadku jednej z kandydatek wprowadzono fikcyjną nazwę zawodu, aby sprawdzić, czy osoby badane w obliczu nazwy im obcej będą dewaluować kandydatkę z żeńską końcówką. Badanie wykazało, iż kompetencje kandydatek używających w swoim samoopisie tytułów zawodowych: “architektka” oraz “adwokatka”, zostały istotnie statystycznie niżej ocenione, niż u kobiet tytułujących się jako architekt i adwokat. W pozostałych przypadkach nie wykryto istotnych statystycznie różnic. Moderatorem sprawdzanym w badaniu były poglądy seksistowskie mierzone za pomocą The Ambivalent Sexism Inventory Petera Glick’a i Susan Fiske, w polskim tłumaczeniu Małgorzaty Mikołajczak i Janiny Pietrzak pod nazwą: Skala Ambiwalencji Wobec Kobiet. Wykazano, iż zarówno osoby osiągające wyniki średnie i wysokie w tym kwestionariuszu oceniały kandydatkę z żeńską końcówką istotnie niżej, niż osoby osiągające wyniki niskie. W przypadku nazw zawodów bez feminatywów, wyniki ocen były zbliżone, niezależnie od poziomu przejawianego seksizmu.   Słowa klucze: feminatyw, kompetencje kobiet, ambiwalentny seksizm, tendencje do zatrudnienia, dyskryminacja płciowa 
For many years there has been a lot of discussion around the feminine forms of job titles, both in politics and in other areas of social life. Both sides of the barricade exchange arguments for and against their use. On the other hand, not enough research on this subject has been carried out in Poland so far. The aim of the experimental study (N = 140) was to check the influence of the "feminine ending" on the assessment of professional competences of women who title themselves in this way. Two versions of the questionnaire with six candidates were prepared: in one them the feminine job titles were used, while in the other their masculine equivalents. Additionally, in the case of one of the candidates, a fictitious name of the profession was introduced in order to check whether the respondents, when confronted with a foreign name, would devalue the candidate using the feminine ending. The study showed that the competences of the female candidates who used Polish feminine forms of “architect” and “lawyer” in their self-descriptions were assessed lower than those of the women using the masculine equivalents of these two professional titles, and the result was statistically significant. In the remaining cases, no statistically significant differences were found. The moderator verified in the study were sexist views measured with The Ambivalent Sexism Inventory by Peter Glick and Susan Fiske, translated by Małgorzata Mikołajczak and Janina Pietrzak under the name: Scale of Ambivalence towards Women. It was shown that both people with medium and high scores in this questionnaire rated the female candidate significantly lower than those with low scores. In the case of job names without feminine endings the evaluation results were similar, regardless of the level of displayed sexism.   Keywords: feminine forms of professional titles, women's competences, ambivalent sexism, employment tendencies, gender discrimination 
Źródło:
Ogrody Nauk i Sztuk; 2021, 11; 87-105
2084-1426
Pojawia się w:
Ogrody Nauk i Sztuk
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:
Grammatical gender and sexism
Autorzy:
Dąbrowska, Marta
Powiązania:
https://bibliotekanauki.pl/articles/634477.pdf
Data publikacji:
2008
Wydawca:
Uniwersytet Jagielloński. Wydawnictwo Uniwersytetu Jagiellońskiego
Opis:
The objective of the paper is to investigate the attitude speakers of Polish have towards masculine and feminine forms of personal titles and names of professions and to discuss how their grammatical gender may evoke biased treatment on the part of the language users. The observations are drawn on the basis of the analysis of a questionnaire distributed among 56 Polish men and women whose task was, among others, to provide the names of certain professions following the definitions provided, state who (man or a woman) they imagine on hearing certain names of professions, and evaluate the relative rank of the professions (either in masculine or feminine gender). The respondents were also asked direct questions concerning the need for the existence of feminine counterparts of certain generically masculine titles. The analysis of the answers demonstrated mixed attitudes towards this need, with some persons opposing the idea on both linguistic and/or emotional grounds, while others stressed the necessity for maintaining balance in language in this respect. The results of the evaluation and recognition questions, however, did show that certain names of professions, when in their masculine form, were still predominantly associated with males, whereas the masculine forms of a fair number of professions and titles (the ones associated with a higher degree of power) were always ranked more highly than their feminine equivalents. It may thus be concluded that even though the users of Polish may consciously deny this fact, the grammatical form of the personal title or a profession may be a source of sexism towards the persons they describe.
Źródło:
Studia Linguistica Universitatis Iagellonicae Cracoviensis; 2008, 125
2083-4624
Pojawia się w:
Studia Linguistica Universitatis Iagellonicae Cracoviensis
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Gender representations in the Polish public space – an attempt to capture the dynamics of the discourse
Autorzy:
Grochalska, Monika
Powiązania:
https://bibliotekanauki.pl/articles/2194854.pdf
Data publikacji:
2020-12-15
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
gender
hate speech
tolerance
discrimination
homophobia
sexism
anti-discrimination actions
politics
Opis:
Before 2013, the term ‘gender’ as used to define male and female social roles had appeared relatively rarely in the public sphere. However, it had not been completely unknown. Whenever this term did occur in utterances of public figures, it was mostly in reference to equality policies (gender policy) and the idea of gender mainstreaming in EU projects. It was commonly associated with feminism and has in this form entered the social consciousness, including the minds of major public figures, especially those with highest state positions. The situation changed radically in 2013. The term ‘gender’ started to be connected with ‘gender ideology’, a term coined by people associated with the Catholic Church. This article presents the ways in which the issues related to the broadly meant gender are presented on the right and left sides of the political scene. This analysis is based on selected interviews and other utterances of famous politicians as well as the articles in popular weekly magazines published in 2011–2015. This paper covers both kinds of utterances – those in line with the rules of political correctness and the examples of hate speech. All examples are provided to highlight the mechanisms of discrimination hidden in the language of politics.
Źródło:
Kultura-Społeczeństwo-Edukacja; 2020, 17, 1; 369-397
2300-0422
Pojawia się w:
Kultura-Społeczeństwo-Edukacja
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Gender, Language and Indian Reality Television: Locating Social Stereotypes and Linguistic Sexism
Autorzy:
Alam, Sohaib
Haque, Shafey Anwarul
Powiązania:
https://bibliotekanauki.pl/articles/1878495.pdf
Data publikacji:
2021-09-25
Wydawca:
Fundacja Pro Scientia Publica
Tematy:
Reality television
gender
language
social standards
adherence
audience perception
Opis:
Aim. The reality genre has gained much popularity in last few years across the globe. In India too, this genre has reportedly surpassed other genres in recognition and acceptance. However, its format and content intrigue controversies at both social and academic level, but its mass appeal gets bigger each day. The study examines gender, language and issues of gendered language in Indian reality show Bigg Boss. While keeping in view the format and claim of the genre, the study observes how under thorough surveillance, housemates negotiate with their real self and grapple with their language practice. Influence of neoliberalism on society, culture and identity has been very much discussed, the paper attempts to highlight how this transitions in gender identity is depicted in a show taking non-actors and common people. Concept. For the purpose of the study, scripted transcription of Bigg Boss (Season 11) has been used, wherein all the episodes of have been watched back and forth carefully, and detailed notes prepared for the analysis. Housemates’ language practice, voice pattern and preference of words and statements have been observed. Results and conclusion. The study finds that game reality show Bigg Boss substantially adheres to social stereotypes and standards and while doing so, it also imitates the language practice prevalent everywhere. Although active participation of women in the show is visible butt while exhibiting their true self, sometimes gender prejudice embedded deep inside also comes out, which in case of men is very frequent. The study concludes that as a globally acclaimed genre, reality show, like other genres, is very much commercialized and consumer oriented.   Originality. A number of studies related to reality shows have been conducted, but in Indian context, this genre has been inadequately explored. Also, it is very difficult to find studies focusing any specific season of an Indian reality show, so it would not be incorrect to mention that the present study is one of the primary works on this subject, which aims at making some significant contribution related to this genre, in academia.
Źródło:
Journal of Education Culture and Society; 2021, 12, 2; 482-492
2081-1640
Pojawia się w:
Journal of Education Culture and Society
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Gender as a category entangled in the matrix of power and gender resistance potential
Autorzy:
Bielska, Ewa
Powiązania:
https://bibliotekanauki.pl/articles/438043.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
gender
power
discipline
resistance
sexism
heterosexism
homophobia
Opis:
The subject of presented analysis is gender treated as a social category entangled in power relations. There are presented main social matrices of the gender-based power practices and it’s institutional and extrainstitutional, structural and individual expressions and consequences. The attention is focused at the classical conceptions of power and the perspectives of using it’s elements in the analysis of gender-based discipline practices in modern and postmodern society. There are also indicated - connected with queer culture - resistance strategies realized by using gender symbols and stereotypically perceived roles.
Źródło:
Journal of Gender and Power; 2015, 3, 1; 103-111
2391-8187
Pojawia się w:
Journal of Gender and Power
Dostawca treści:
Biblioteka Nauki
Artykuł
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
Wyświetlanie 1-15 z 22

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