16 research outputs found
The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products
[EN] This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men's way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies.I am really grateful to the reviewers for their insightful comments and also to the editor of the journal.Saz Rubio, MMD. (2019). The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products. Discourse & Communication. 13(2):192-227. https://doi.org/10.1177/1750481318817621S192227132Alexander, S. M. (2003). Stylish Hard Bodies: Branded Masculinity in Menâs Health Magazine. Sociological Perspectives, 46(4), 535-554. doi:10.1525/sop.2003.46.4.535Attwood, F. (2005). âTits and ass and porn and fightingâ. International Journal of Cultural Studies, 8(1), 83-100. doi:10.1177/1367877905050165Rubio, M. D. S. (2018). A multimodal approach to the analysis of gender stereotypes in contemporary British TV commercials: «women and men at work». Poznan Studies in Contemporary Linguistics, 54(2), 185-221. doi:10.1515/psicl-2018-0008Del Saz-Rubio, M. M. (2018). Female identities in TV toiletries ads: A pragmatic and multimodal analysis of implied meanings. Journal of Pragmatics, 136, 54-78. doi:10.1016/j.pragma.2018.07.009Barthel, D. (s. f.). When Men put on Appearances: Advertising and the Social Construction of Masculinity. Men, Masculinity, and the Media, 138-153. doi:10.4135/9781483326023.n10Benwell, B. (2003). Introduction: Masculinity and menâs Lifestyle Magazines. The Sociological Review, 51(1_suppl), 6-29. doi:10.1111/j.1467-954x.2003.tb03600.xBrandth, B. (1995). Rural masculinity in transition: Gender images in tractor advertisements. Journal of Rural Studies, 11(2), 123-133. doi:10.1016/0743-0167(95)00007-aBrandth, B., & Haugen, M. S. (2000). From lumberjack to business manager: masculinity in the Norwegian forestry press. Journal of Rural Studies, 16(3), 343-355. doi:10.1016/s0743-0167(00)00002-4Caldas-Coulthard, C. R., & van Leeuwen, T. (2002). 4. Stunning, shimmering, iridescent. Discourse Approaches to Politics, Society and Culture, 91-108. doi:10.1075/dapsac.2.05calCarrigan, T., Connell, B., & Lee, J. (1985). Toward a new sociology of masculinity. Theory and Society, 14(5), 551-604. doi:10.1007/bf00160017Connell, R. W., & Messerschmidt, J. W. (2005). Hegemonic Masculinity. Gender & Society, 19(6), 829-859. doi:10.1177/0891243205278639Craig, S. (s. f.). Considering Men and the Media. Men, Masculinity, and the Media, 2-7. doi:10.4135/9781483326023.n1An, D., & Kim, S. (2007). Relating Hofstedeâs masculinity dimension to gender role portrayals in advertising. International Marketing Review, 24(2), 181-207. doi:10.1108/02651330710741811Dick, A., Chakravarti, D., & Biehal, G. (1990). Memory-Based Inferences during Consumer Choice. Journal of Consumer Research, 17(1), 82. doi:10.1086/208539Feasey, R. (2009). Spray more, get more: masculinity, television advertising and the Lynx effect. Journal of Gender Studies, 18(4), 357-368. doi:10.1080/09589230903260027Featherstone, M. (s. f.). The Body in Consumer Culture. The Body: Social Process and Cultural Theory, 170-196. doi:10.4135/9781446280546.n6Firat, A. F., & Venkatesh, A. (1993). Postmodernity: The age of marketing. International Journal of Research in Marketing, 10(3), 227-249. doi:10.1016/0167-8116(93)90009-nFollo, G. (2002). A heroâs journey: young women among males in forestry education. Journal of Rural Studies, 18(3), 293-306. doi:10.1016/s0743-0167(02)00006-2Franzoi, S. L. (1995). The body-as-object versus the body-as-process: Gender differences and gender considerations. Sex Roles, 33(5-6), 417-437. doi:10.1007/bf01954577Gill, R. (2003). Power and the Production of Subjects: A Genealogy of the New Man and the New Lad. The Sociological Review, 51(1_suppl), 34-56. doi:10.1111/j.1467-954x.2003.tb03602.xGill, R., Henwood, K., & McLean, C. (2005). Body Projects and the Regulation of Normative Masculinity. Body & Society, 11(1), 37-62. doi:10.1177/1357034x05049849Grisot, C. (2017). A quantitative approach to conceptual, procedural and pragmatic meaning: Evidence from inter-annotator agreement. Journal of Pragmatics, 117, 245-263. doi:10.1016/j.pragma.2017.06.020Hakala U (2003) Quantitative and qualitative methods of analysing advertising: Content analysis and semiotics. Series Discussion and Working Papers 5. Turku: Turku School of Economics and Business Administration, p. 51.Hall, M., Gough, B., & Seymour-Smith, S. (2012). «Iâm METRO, NOT Gay!»: A Discursive Analysis of Menâs Accounts of Makeup Use on YouTube. The Journal of Menâs Studies, 20(3), 209-226. doi:10.3149/jms.2003.209Halliwell, E., & Dittmar, H. (2003). A Qualitative Investigation of Womenâs and Menâs Body Image Concerns and Their Attitudes Toward Aging. Sex Roles, 49(11/12), 675-684. doi:10.1023/b:sers.0000003137.71080.97Hanke, R. (1998). Theorizing Masculinity With/In the Media. Communication Theory, 8(2), 183-201. doi:10.1111/j.1468-2885.1998.tb00217.xHarrison, C. (2008). Real men do wear mascara: advertising discourse and masculine identity. Critical Discourse Studies, 5(1), 55-74. doi:10.1080/17405900701768638Holt, D. B., & Thompson, C. J. (2004). Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption: Figure 1. Journal of Consumer Research, 31(2), 425-440. doi:10.1086/422120Jackson, P. (1994). Black male: Advertising and the cultural politics of masculinity. Gender, Place & Culture, 1(1), 49-59. doi:10.1080/09663699408721200Kacen, J. J. (2000). Girrrl power and boyyy nature: the past, present, and paradisal future of consumer gender identity. Marketing Intelligence & Planning, 18(6/7), 345-355. doi:10.1108/02634500010348932Kervin, D. (1990). Advertising Masculinity: The Representation of Males in Esquire Advertisements. Journal of Communication Inquiry, 14(1), 51-70. doi:10.1177/019685999001400106Kress, G. (2006). Reading Images. doi:10.4324/9780203619728Lee, D. H., & Olshavsky, R. W. (1995). Conditions and Consequences of Spontaneous Inference Generation: A Concurrent Protocol Approach. Organizational Behavior and Human Decision Processes, 61(2), 177-189. doi:10.1006/obhd.1995.1014Levinson, S. C. (2000). Presumptive Meanings. doi:10.7551/mitpress/5526.001.0001Luyt, R. (2012). Constructing hegemonic masculinities in South Africa: The discourse and rhetoric of heteronormativity. Gender and Language, 6(1). doi:10.1558/genl.v6i1.47McNeill, L. S., & Douglas, K. (2011). Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448-454. doi:10.1016/j.jretconser.2011.06.009McNeill, L. S., & Firman, J. L. (2014). Ideal body image: A male perspective on self. Australasian Marketing Journal (AMJ), 22(2), 136-143. doi:10.1016/j.ausmj.2014.04.001Moeschler, J. (s. f.). 15. Conversational and conventional implicatures. Cognitive Pragmatics. doi:10.1515/9783110214215.405Morrison, T. G., Morrison, M. A., & Hopkins, C. (2003). Striving for bodily perfection? An exploration of the drive for muscularity in Canadian men. Psychology of Men & Masculinity, 4(2), 111-120. doi:10.1037/1524-9220.4.2.111Nixon, S. (1996). Hard Looks. doi:10.1007/978-1-349-61442-4Olivardia, R., Pope, H. G., Borowiecki, J. J., & Cohane, G. H. (2004). Biceps and Body Image: The Relationship Between Muscularity and Self-Esteem, Depression, and Eating Disorder Symptoms. Psychology of Men & Masculinity, 5(2), 112-120. doi:10.1037/1524-9220.5.2.112Pascoe, C. J. (2003). Multiple Masculinities? American Behavioral Scientist, 46(10), 1423-1438. doi:10.1177/0002764203046010009Patterson, M., & Elliott, R. (2002). Negotiating Masculinities: Advertising and the Inversion of the Male Gaze. Consumption Markets & Culture, 5(3), 231-249. doi:10.1080/10253860290031631Pennock-Speck, B., & del Saz-Rubio, M. M. (2013). A multimodal analysis of facework strategies in a corpus of charity ads on British television. Journal of Pragmatics, 49(1), 38-56. doi:10.1016/j.pragma.2012.12.010Plakoyiannaki, E., & Zotos, Y. (2009). Female role stereotypes in print advertising. European Journal of Marketing, 43(11/12), 1411-1434. doi:10.1108/03090560910989966Pope, H. G., Gruber, A. J., Mangweth, B., Bureau, B., deCol, C., Jouvent, R., & Hudson, J. I. (2000). Body Image Perception Among Men in Three Countries. American Journal of Psychiatry, 157(8), 1297-1301. doi:10.1176/appi.ajp.157.8.1297Renkema, J. (2004). Introduction to Discourse Studies. doi:10.1075/z.124Ringrow, H. (2016). The Language of Cosmetics Advertising. doi:10.1057/978-1-137-55798-8Rohlinger, D. A. (2002). Sex Roles, 46(3/4), 61-74. doi:10.1023/a:1016575909173Rudy, R. M., Popova, L., & Linz, D. G. (2010). The Context of Current Content Analysis of Gender Roles: An Introduction to a Special Issue. Sex Roles, 62(11-12), 705-720. doi:10.1007/s11199-010-9807-1Schroeder, J. E., & Zwick, D. (2004). Mirrors of Masculinity: Representation and Identity in Advertising Images. Consumption Markets & Culture, 7(1), 21-52. doi:10.1080/1025386042000212383Tashakkori, A., & Creswell, J. W. (2007). Editorial: The New Era of Mixed Methods. Journal of Mixed Methods Research, 1(1), 3-7. doi:10.1177/2345678906293042Thompson, C. J., & Hirschman, E. C. (1995). Understanding the Socialized Body: A Poststructuralist Analysis of Consumersâ Self-Conceptions, Body Images, and Self-Care Practices. Journal of Consumer Research, 22(2), 139. doi:10.1086/209441THOMPSON, E. H., & PLECK, J. H. (1986). The Structure of Male Role Norms. American Behavioral Scientist, 29(5), 531-543. doi:10.1177/000276486029005003Van Dijk, T. A. (2001). Discourse, Ideology and Context. Folia Linguistica, 35(1-2). doi:10.1515/flin.2001.35.1-2.11Van Dijk, T. A. (2005). War rhetoric of a little ally. The Soft Power of War, 4(1), 65-91. doi:10.1075/jlp.4.1.04dijVan Dijk, T. A. (2006). Politics, Ideology, and Discourse. Encyclopedia of Language & Linguistics, 728-740. doi:10.1016/b0-08-044854-2/00722-7Van Leeuwen, T. (2008). Discourse and Practice. doi:10.1093/acprof:oso/9780195323306.001.0001Wernick, A. (1991). Promotional Culture. Ideology and Power in the Age of Lenin in Ruins, 260-281. doi:10.1007/978-1-349-22346-6_17Wheaton, B. (2003). Lifestyle Sport Magazines and the Discourses of Sporting Masculinity. The Sociological Review, 51(1_suppl), 193-221. doi:10.1111/j.1467-954x.2003.tb03612.xWodak, R. (2007). Pragmatics and Critical Discourse Analysis. Pragmatics & Cognition, 15(1), 203-225. doi:10.1075/pc.15.1.13wo
A typology of personal and environmental sexual harassment: Research and policy implications for the 1990s
Most of the research conducted on sexual harassment over the last decade and a half has used categories that are neither mutually exclusive nor exhaustive. This has created problems for researchers: it is difficult to compare results from one study to another, harassment types that have scholarly and legal-policy relevance are omitted, and the ability of researchers to inform legal and policy decisions is diminished as a result of these problems. A comprehensive categorization of harassment types that addresses these methodological problems is presented. Specifically, 11 specific types of harassmentâ4 types of Verbal Requests, 3 Verbal Remarks, and 4 Nonverbal Displaysâare presented with examples from research and legal literatures. Recommendations for reconceptualizing research definitions of harassment as well as for diversifying the methodological approaches to the topic are made.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/45598/1/11199_2004_Article_BF00289868.pd
A little bird told meâŠ: Consequences of holding an implicit association between women and birds
The Social Interaction Model of Objectification: A process model of goal-based objectifying exchanges between men and women
People perceive and treat women as sex objects in social exchanges. The interactionprocesses through which women are objectified, however, have rarely been considered.To address this gap in the literature, we propose the Social Interaction Model ofObjectification (SIMO). Rooted in social exchange and objectification theories, the SIMOpredicts objectifying behaviours stemming from sexual goals between men and women.We propose that the behavioural dynamics of objectification can be understood througha series of goal-based exchange processes that are shaped by patriarchy. Articulating theSIMO and its predictions for behaviour in social interactions, we describe the scant socialpsychological studies in this area. Not only is the SIMO useful for understandingobjectifying interaction processes, but it can be used to understand why womensometimes evaluate objectification positively as well as instances of sexual violence.Finally, we discuss critical directions for future research and provide promisingmethodological approaches for testing the SIMO.info:eu-repo/semantics/publishe