Reproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the 'Mother' in Russia, an Extended Abstract

ABSTRACT The interest towards gender related studies in marketing emerged since late 1960s along with the critical developments regarding gender inequalities (Pilcher & Whelehan, 2004, Cova, et al., 2013). The shifting methods and approaches of analysing gender stimulated the formation of a discipline called ‘gender studieslan, 2001; Durante et al, 2011; Fan&Miao, 2012; Tiferet et at, 2012). Due to the complexity of understanding and interpreting gender roles in Marketing Communication (MC) scholars suggested and implemented interdisciplinary methods for more in –depth interpretation (Zotos & Tsichla (2014), Luyt, (2011). Knoll et al (2011)). Nonetheless, majority of scholars tend to focus on the gender stereotyping and comparative studies of male and female role portrayals in TV/print ads via quantitative content analysis (Berger (2015) Schroeder & Zwick (2004) (Kroska, 2006). This study aims to bring innovation in the field by applying multiple methods of investigation of archetypal images of “mother” in MC. This study explores the Russian consumer culture by focusing on the gender ideology and its role in the print advertisements. The doctoral project is divided into several stages that will subsequently contribute towards the knowledge by its originality. By heavily relying on Bourdieu’s sociology (Bourdieu, 1989) and Consumer Culture Theory traditions (Arnould & Thompson, 2005), the first stage of the research aims to explore and interpret the production of gender ideology in MC by the use of critical visual methods (Schroeder, 2002) and qualitative content analysis (QCA) (Schreier, 2012) and in the second stage further extends the investigation of the re- production of gender ideology from critical feminist perspective. The last stage of the study employs qualitative methods; in-depth interviews with Russian mothers, in order to understand how images used in advertisements influence the construction of identity of Russian women. The first stage of investigation concentrates on the advertisements published in three popular Russian women and baby magazines and correspondingly compares the representations of woman as mother in three most popular British magazines. The dimensions and categories of QCA emerged according to the critical visual analysis (Schroeder, 2002) that took into consideration the key historic events within this specific culture, sociological stimulus and changing patterns of everyday life, political and economic influence, including the consequences of soviet power in Russian culture. Totally 45 randomly selected issues of Russian magazines for the period of 2013-2015 have been selected and overall 160 ads with images of mother have been analysed. At this stage the research continues the comparative content analysis of images advertised in most popular mother and baby magazines in the UK. For the effectiveness and validation of the research outcomes additional inquiry is arranged with editors and advertisement agencies with the tactical purpose of understanding how the particular images of motherhood are positioned in ads and generally how the ads are designed and originated. This will largely contribute towards the theme formations for the in-depth interviews with Russian mothers. The expected outcome of the research will be concluded in the final section of the thesis where managerial implications are discussed and the outcomes of the previously mentioned stages are synthesised

Reproduction of Gender Ideology through Russian consumer culture: Iconography of Russian ‘Mother’

Contemporary studies in consumer research significantly shifted the attention towards gender identities and its importance in consumer culture (Epp and Price 2008, Humphreys and Thompson 2014; Dion et al 2014, Cova et al 2013), however less attention was given to ideological aspects in gender representations persisting in today’s marketing practice (Thompson and Üstüner 2015, Thompson and Coskuner-Balli 2007). CCT scholars often look at the social reproduction (Bourdieu 1979) and construction of identity as a result of socio-historic and sociocultural change that are evoked through meanings, symbols and signs (Moisio, Arnould, Price 2004, Arsel and Bean 2013). Wallendorf and Arnould (1991) argue that class and gender norms undergo through intergenerational transmission that often represent the collective past and Humphreys and Thomson (2014) suggest culturally iconic images as significant element in consumer decision making process and they represent the ‘bigger systematic picture of integrated political and market structures’ (Holt 2012, McDonagh et al 2012). Thus the theoretical and conceptual conversation around CCT allows this study to fulfil the gap by looking at the reproduction of gender ideology that presumably generates iconographic images of motherhood (mothers) in print advertisement. Following Schroeder’s interpretation we agree that images are core components of advertising practice that continuously circulate in everyday life by producing and reproducing sociocultural meanings (Schroeder 2006, Borgerson and Schroeder 2002;), stimulate gender roles (Goffman 1979), circulate signs and symbols that contribute towards identity formation as well as lifestyle choices (Arnold and Thompson 2005, Featherstone 2006). Thus this study explores archetypical images of mothers in Russian consumer culture and proposes five archetypes of motherhood frequently used in print media. By implemented body of theory in consumer research we suggest a novel theoretical framework that attempts to unpack iconography of Russian mothers and the effect of reproduced gender ideology in Russian consumer culture

Reproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the ‘Mother’ in Russia

Gender is one of the central topics of contemporary studies in marketing and consumer research. Since the introduction of Goffman’s schema on gender roles and portrayals in advertisements (Goffman, 1979), scholars continue adapting his method and reveal some of the hidden factors of gender roles, portrayals or inequalities in contemporary marketing practices (Bettany et al 2010). Noticeably, less attention has been given to the ideological aspects of gender portrayals and its unique value of producing and reproducing sociocultural meanings around gender. Thus, this research looks into the archetypal images of Russian mothers and proposes multiple ichnographic images of motherhood implemented in contemporary Russian print media. The study adopted critical visual methods (Schroeder, 2002) and qualitative content analysis (Schreier 2014) while analysing advertisements from three Russian and three Western origin ‘mother and baby’/’parenting’ magazines. The study is positioned within the theoretical spectrum of Consumer Culture Theory and contributes to the field by unpacking the role of ‘symbolic power’/ (ideology) (Bourdieu, 1979) around the motherhood that persists in contemporary Russian consumer culture

Problems of pension system reforms, financial system stability and capital market development in the countries with transition economy

In most countries with transition economy problems of reforming the pension system arise. As a solution introduction of multi-pillar system of pension provision is recommended. This system supposes existence of pillars based on the principles of both pay-as-you-go system and funded system: Nonetheless, introduction of mandatory funded pension system is connected with substantial risks. The presented article is devoted to the analysis of the risks of introduction of mandatory funded pension system and the main mechanisms of mitigation of risks as well as the social aspects of the reform. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/2783

Additional ultrasound capabilities for local haemodynamically significant carotid deformity: a one-stage observational study

Background. Despite a wide range of studies, no consensus has been reached on the relative weight of ultrasound parameters for assessing local haemodynamically significant carotid deformations.Objectives. To estimate a diagnostic value for an additional multiparametric ultrasound parameter for local haemodynamically significant carotid deformations.Methods. In the first phase, 388 patients underwent an outpatient multiparametric ultrasound examination of the carotid arteries. The study involved patients of the age of 18 and older with a primary referral for carotid ultrasound by a resident physician, neurologist or cardiologist in order to rule out a carotid pathology. As a supplement to the main haemodynamic significance assessment parameters, we introduced an additional metric — the deformity coefficient – in order to diagnose carotid abnormalities. Based on the first phase results, two cohorts were selected. Cohort 1 (control) consisted of patients with no abnormalities in multiparametric carotid ultrasound. Cohort 2 consisted of patients with isolated unilateral internal carotid artery deformities at no haemodynamically significant stenosis of common and internal carotid arteries in multiparametric carotid ultrasound. In the second phase, the patients underwent transcranial duplex sonography of the middle cerebral arteries, in order to detect regional haemodynamically significant internal carotid artery deformities.Results. Mathematical modelling of abnormal arteries produced the empirical upper deformity coefficient thresholds to distinguish acute angulation. This value is >1.41 for C-shaped and >1.34 — for S-shaped curves.Subsequent statistical analysis revealed a clear positive correlation between angulation and the deformity coefficient at a p < 0.01 significance level. More acute angulation corresponds to higher coefficient values.The Spearman correlation between the deformity coefficient and blood flow asymmetry values for middle cerebral artery was 0.89. This defines a significant positive correlation (higher deformity coefficient corresponds to higher blood flow asymmetry) at a p < 0.01 significance level.Conclusion. The deformity coefficient is an additional ultrasound parameter for assessing local haemodynamically significant carotid abnormalities

Comparison of forward and backward pp pair knockout in He-3(e, e \u27 pp)n

Measuring nucleon-nucleon short range correlations (SRCs) has been a goal of the nuclear physics community for many years. They are an important part of the nuclear wave function, accounting for almost all of the high-momentum strength. They are closely related to the EMC effect. While their overall probability has been measured, measuring their momentum distributions is more difficult. In order to determine the best configuration for studying SRC momentum distributions, we measured the He-3(e, e\u27 pp)n reaction, looking at events with high-momentum protons (p(p) \u3e 0.35 GeV/c) and a low-momentum neutron (p(n) \u3c 0.2 GeV/c). We examined two angular configurations: either both protons emitted forward or one proton emitted forward and one backward (with respect to the momentum transfer, ). The measured relative momentum distribution of the events with one forward and one backward proton was much closer to the calculated initial-state pp relative momentum distribution, indicating that this is the preferred configuration for measuring SRC

Comparative modeling of infrared fiber lasers

The modeling and design of fiber lasers facilitate the process of their practical realization. Of particular interest during the last few years is the development of lanthanide ion-doped fiber lasers that operate at wavelengths exceeding 2000 nm. There are two main host glass materials considered for this purpose, namely fluoride and chalcogenide glasses. Therefore, this study concerned comparative modeling of fiber lasers operating within the infrared wavelength region beyond 2000 nm. In particular, the convergence properties of selected algorithms, implemented within various software environments, were studied with a specific focus on the central processing unit (CPU) time and calculation residual. Two representative fiber laser cavities were considered: One was based on a chalcogenide-selenide glass step-index fiber doped with trivalent dysprosium ions, whereas the other was a fluoride step-index fiber doped with trivalent erbium ions. The practical calculation accuracy was also assessed by comparing directly the results obtained from the different models

МЕТОДОЛОГИЧЕСКИЕ АСПЕКТЫ ВИЗУАЛИЗАЦИИ КОРОНАРНЫХ АРТЕРИЙ ПРИ ТРАНСТОРАКАЛЬНОЙ ЭХОКАРДИОГРАФИИ

The transthoracic echocardiography made by multifrequency probes with support of the mode of the second harmonic imaging, is a competitive method for visualization of the main coronary arteries and allows to estimate coronary blood flow with high quality. Of course, the method has considerable restrictions, most important of which is the low spatial resolution of a method, due to small acoustic window. Because of this the transthoracic visualization of coronary arteries perhaps will not become the leading method of anatomic reconstruction of separately taken coronary artery and especially all coronary arteries system. However uniqueness and indisputable advantage of this method is an opportunity to noninvasively estimate a coronary blood flow both once, and in dynamics.Трансторакальная эхокардиография, выполненная с помощью мультичастотных датчиков с поддержкой режима второй тканевой гармоники, является конкурентоспособным методом для визуализации магистральных коронарных артерий и позволяет качественно оценить спектр коронарного кровотока в них. Безусловно, у метода есть значительные ограничения, самой главной из которых является низкая пространственная разрешающая способность метода из-за небольшого акустического окна. Именно из-за этого трансторакальное исследование коронарных артерий, по всей видимости, не станет лидирующим методом анатомической реконструкции отдельно взятой коронарной артерии и тем более всего коронарного русла. Однако уникальностью и неоспоримым преимуществом данного метода является  возможность неинвазивно оценить коронарный кровоток как однократно, так и в динамике

The characteristics of legal language taking the psychological aspect

The authors study the features of the of legal language use in the conditions of socio-political transformations. The use of various legal terms in the revolutionary periods of the formation of the Russian state and law from the beginning to the end of the twentieth century is analyze

Search for QCD instanton-induced processes at HERA in the high-Q2{Q^2} domain

Signals of QCD instanton-induced processes are searched for in neutral current deep-inelastic scattering at the electron-proton collider HERA in the kinematic region defined by the Bjorken-scaling variable x > 10−3, the inelasticity 0.2 < y < 0.7 and the photon virtuality 150 < Q2 < 15000 GeV2. The search is performed using H1 data corresponding to an integrated luminosity of 351 pb−1. No evidence for the production of QCD instanton-induced events is observed. Upper limits on the cross section for instanton-induced processes between 1.5 pb and 6 pb, at 95% confidence level, are obtained depending on the kinematic domain in which instantons could be produced. Compared to earlier publications, the limits are improved by an order of magnitude and for the first time are challenging predictions