The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook. Another critical aim is to investigate the relationship between brand masculinity and brand femininity perceptions and consumer-based brand equity, on Facebook

Facial visualizations of women’s voices suggest a cross-modality preference for femininity

Women with higher-pitched voices and more feminine facial features are commonly judged as being more attractive than are women with lower-pitched voices and less feminine faces, possibly because both features are affected by (age-related) variations in endocrine status. These results are primarily derived from investigations of perceptions of variations in single-modality stimuli (i.e., faces or voices) in samples of young adult women. In the present study we sought to test whether male and female perceptions of women’s voices affect visual representations of facial femininity. Eighty men and women judged voice recordings of 10 young girls (11-15 years), 10 adult women (19-28 years) and 10 peri-/post-menopausal women (50-64 years) on age, attractiveness, and femininity. Another 80 men and women were asked to indicate the face they think each voice corresponded to using a video that gradually changed from a masculine looking male face into a feminine looking female face. Both male and female participants perceived voices of young girls and adult women to be significantly younger, more attractive and feminine than those of peri-/post-menopausal women. Hearing young girls’ and adult women’s voices resulted in both men and women selecting faces that differed markedly in apparent femininity from those associated with peri-/post-menopausal women’s voices. Voices of young girls had the strongest effect on visualizations of facial femininity. Our results suggest a cross-modal preference for women’s vocal and facial femininity, which depends on female age and is independent of the perceiver’s sex

Masculinity and Femininity in Question

The character traits in Shinchan seem to be contrary to the structure of masculine and feminine traits. I am interested in discussing the feminine character traits that are adopted by the male characters and the masculine character traits that are adopted by the female characters in a patriarchal society in Japan. Under the patriarchal system, there are rigid segregation of gender roles and the expected feminine and masculine traits. The main purpose of this paper is that even though some of the male characters adopt the feminine character traits and the female characters adopt the masculine character traits, the gender roles Japanese patriarchal system remains unchange

Femininity Aspect as Reflected in Lisa See\u27s Snow Flower and the Secret Fan

The purpose of this study is to describe forms opression faced by Chinese women in the nineteenth century as reflected in te novel “Snow Flower and the Secret Fan” written by Lisa See, then to find out the way of the Chinese women to minimize their secluded life. This study is carried out with descriptive research which is collected with documentary technique and used a documentary sheet as the instrument. The finding indicates about the idea of femininity aspect that describes in the oppression faced by Chinese women. This oppression derives into three forms of oppression; emotional oppression, physical oppression, and sexual oppression. The Chinese women try to obey the particular custom judge by the culture to construct the femininity aspect, but secretly they tru to find a way to minimize their secluded life through Nu Shu (secret writing) and having a baby boy. It is hoped that the result of this study will be useful to anyone who wants to study women life situation in a certain communities

Multilingual gendered identities: female undergraduate students in London talk about heritage languages

In this paper I explore how a group of female university students, mostly British Asian and in their late teens and early twenties, perform femininities in talk about heritage languages. I argue that analysis of this talk reveals ways in which the participants enact ‘culturally intelligible’ gendered subject positions. This frequently involves negotiating the norms of ‘heteronormativity’, constituting femininity in terms of marriage, motherhood and maintenance of heritage culture and language, and ‘girl power’, constituting femininity in terms of youth, sassiness, glamour and individualism. For these young women, I ask whether higher education can become a site in which they have the opportunities to explore these identifications and examine other ways of imagining the self and what their stories suggest about ‘doing being’ a young British Asian woman in London

Rethinking brand feminine dimension: brand femininity or brand femininities?.

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is developed leading to the development of four brand femininity types. To finish, theoretical and managerial implications are discussed.Scale development; Brand; Genre; Marketing;

Designing Women: Essentializing Femininity in AI Linguistics

Since the eighties, feminists have considered technology a force capable of subverting sexism because of technology’s ability to produce unbiased logic. Most famously, Donna Haraway’s “A Cyborg Manifesto” posits that the cyborg has the inherent capability to transcend gender because of its removal from social construct and lack of loyalty to the natural world. But while humanoids and artificial intelligence have been imagined as inherently subversive to gender, current artificial intelligence perpetuates gender divides in labor and language as their programmers imbue them with traits considered “feminine.” A majority of 21st century AI and humanoids are programmed to fit female stereotypes as they fulfill emotional labor and perform pink-collar tasks, whether through roles as therapists, query-fillers, or companions. This paper examines four specific chat-based AI --ELIZA, XiaoIce, Sophia, and Erica-- and examines how their feminine linguistic patterns are used to maintain the illusion of emotional understanding in regards to the tasks that they perform. Overall, chat-based AI fails to subvert gender roles, as feminine AI are relegated to the realm of emotional intelligence and labor

Artemis: Depictions of Form and Femininity in Sculpture

Grecian sculpture has been the subject of investigation for centuries. More recently, however, emphasis in the field of Art History on the politics of gender and sexuality portrayal have opened new avenues for investigation of those old statues. In depicting gender, Ancient Greek statuary can veer towards the non-binary, with the most striking examples being works depicting Hermaphroditos and ‘his’ bodily form. Yet even within the binary, there are complications. Depictions of the goddess Artemis are chief among these complications of the binary, with even more contradiction, subtext, and varied interpretation than representations of Amazons. The numerous ways Artemis has been portrayed over the years highlight her multifarious aspects, but often paint a contradictory portrait of her femininity. Is she the wild mother? The asexual huntress? Or is she a tempting virgin, whose purity is at risk? Depictions of her in sculptural form, deliberately composed, offer answers. Though as separate depictions they sometimes contradict one another, as a whole, they reveal just how Artemis the female was thought of