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

A Comparison of Hygromycin and Paromomycin Selection Strategies in the Genetic Transformation of Seven \u3ci\u3eLolium, Festuca, Poa\u3c/i\u3e, and \u3ci\u3eAgrostis\u3c/i\u3e Species

Hygromycin selection for the hpt gene, expressed from the CaMV-35S promoter, has been successful in transgenesis of a limited number of grass species. As an alternative to hpt selection Altpeter et al., (2000) reported successful transformation using paromomycin selection for the nptII gene expressed by the maize ubiquitin promoter. We have tested the utility of a number of selection cassettes using previously sporadically transformable species which nevertheless had very good tissue culture and regeneration protocols

An Intervention for Pulmonary Rehabilitators to Develop a Social Identity for Patients Attending Exercise Rehabilitation: A Feasibility and Pilot Randomised Control Trial Protocol

Background: Chronic obstructive pulmonary disease (COPD) is a degenerative condition that can impair health related quality of life (HRQoL). A number of self-management interventions, employing a variety of behavioural change techniques (BCTs), have been adopted to improve HRQoL for COPD patients. However, a lack of attention has been given to group management interventions with an emphasis on incorporating BCTs into rehabilitators practice. This study aims to pilot and feasibly explore a social identity group- management intervention, delivered by COPD rehabilitation staff to patients attending exercise pulmonary rehabilitation. Doing so will help inform the plausibility of the intervention before conducting a full trial to evaluate its effectiveness to improve HRQoL. Methods: This is a two center, randomized cross-over controlled trial. Two pulmonary rehabilitation centres based in the UK will be randomly allocated to two treatment arms (standard care and intervention). Outcome measurements relating to HRQoL and social identity will be completed pre and post exercise rehabilitation. Focus group interviews will be conducted at the end of exercise rehabilitation to capture participants’ contextualised experiences of the intervention. COPD rehabilitators will undertake semi-structured interviews at the end of the trial to garner their holistic perspectives of intervention fidelity and implementation. Discussion: This is the first study to adopt a social identity approach to develop a rehabilitator-led, group management intervention for COPD patients attending exercise pulmonary rehabilitation. The results of this study will provide evidence for the feasibility and sample size requirements to inform a larger study, which can ascertain the intervention’s effectiveness for improving HRQoL for COPD patients. Trial Registration: ClinicalTrials.gov Identifier: NCT02288039. Date 31st October 2014

Nylon Mesh as an Improved Support for Bombarded Calli or Cell Suspensions

Using cell suspensions to transform some grass species by particle bombardment has a number of disadvantages including increased somoclonal variation in liquid cell culture and poor performance due to polysaccharide production. The use of calli avoids these problems, but the manipulation of calli through numerous media changes is laborious and time-consuming. We investigated a possible mechanism to facilitate the use of calli in transformation by immobilising calli on mesh

How effective is stretching in maintaining range of movement for children with cerebral palsy?

YesBackground: Cerebral Palsy (CP) is the most common childhood disorder affecting four percent of children born in the UK. It is common for children with CP to have reduced range of movement (ROM) due to spasticity and contractures. Stretching is commonly used in physiotherapy programmes to manage this. Aim: This critical review aims to evaluate the evidence base behind the use of stretching for children with CP. Methods: A systematic literature search of AMED, CINAHL, MEDLINE and Cochrane Library Trials was conducted. Returned searches were assessed against strict criteria according to a predefined PICOS (Population, Intervention, Comparison, Outcome, Study). These studies were then critically appraised to assess the validity, reliability and clinical relevance. Findings: There is evidence supporting the use of stretching in children with CP. However there is also some evidence to suggest very little or no positive change. All of the included studies have methodological limitations, which questions the validity of the results. Conclusions/Recommendations: The research suggests some positive outcomes for the use of stretching in CP, studies that did not find positive outcomes found no adverse effects; however further research in the area is required to validate the effectiveness of stretching to maintain ROM in children with CP