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This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh.
Abstract
Purpose
This paper aims to the precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown in Bangladesh.
Design/methodology/approach
The analysis begins with the theoretical framework of gender roles analysis here in this paper: Goffman’s gender stereotypes hypothesis which is used to identify and analyse the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen’s systemic functional analysis framework is used to analyse the semiotic feature to interpret the signs and symbols. After that, Fairclough’s stylistic analysis of discourse analysis is used to find out these features in the advertisements to search the cultural, political implications. Finally, the paper uses Pope’s The Rape of the Lock and it is Cultural-Ecofeminist Analysis of Francois d’Eaubonne.
Findings
This paper tries to connect with the above-mentioned frameworks from a contextual point of view to predict the future progression of the gender representations and their implications in the coming years to check whether the changes in gender roles are reflected in the society or not.
Originality/value
Both in houses and workplaces, women empowerment, more female entrepreneurs in the working forces will bring out a change in the minds of people about the stereotypes and make more women inclusive and the women-friendly environment in Bangladesh and South Asian Countries.
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Shazia Riaz Dar and Sobia Bano
This study intends to unveil the imbalance in gender portrayal, reflected in English textbooks, used at the primary level in the four provinces of Pakistan.
Abstract
Purpose
This study intends to unveil the imbalance in gender portrayal, reflected in English textbooks, used at the primary level in the four provinces of Pakistan.
Design/methodology/approach
Within the framework of feminist critical discourse analysis (FCDA), this paper aims to explore the ways in which gender stereotypes and ideologies are inculcated through the discursive schemes in the selected textbooks. The methodology adopted is to connect the linguistic features in the texts (the Micro) to the social factors (the Macro). The analysis has been done on two levels: on the first level, the content analysis was employed to quantify the gender representation in the textbook. On the second level, the discourse analysis was carried out to view gender stereotypes in the wide spectrum of social norms.
Findings
The results of this study reveal a significant disproportion and imbalance in gender representation in the four books. They clearly show that the textbooks in Pakistan contribute to the socialization of children in a very traditional and stereotypical way. The findings of the study recommend extensive awareness at societal level in general, and particular reforms in the education sector for a step toward a progressive and prosperous society.
Originality/value
The current paper is innovative as it demystifies how gendered ideologies are ingrained in the curriculum, used for English language teaching in a developing country like Pakistan. It fosters the value addition in existing research since it investigated the gender disparity systematically by employing quantitative content and qualitative FCDA.
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Alicja Pawluczuk, JeongHyun Lee and Attlee Munyaradzi Gamundani
This aim of this paper is to examine the existing gender digital inclusion evaluation guidance and proposes future research recommendations for their evaluation. Despite modern…
Abstract
Purpose
This aim of this paper is to examine the existing gender digital inclusion evaluation guidance and proposes future research recommendations for their evaluation. Despite modern progress in towards gender equality and women’s empowerment movements, women’s access to, use of and benefits from digital technologies remain limited owing to economic, social and cultural obstacles. Addressing the existing gender digital divide is critical in the global efforts towards the United Nations’ Sustainable Development Goals (SDGs). In recent years, there has been a global increase of gender digital inclusion programmes for girls and women; these programmes serve as a mechanism to learn about gender-specific digital needs and inform future digital inclusion efforts. Evaluation reports of gender digital inclusion programmes can produce critical insights into girls’ and women’s learning needs and aspirations, including what works and what does not when engaging girls and women in information and communications technologies. While there are many accounts highlighting the importance of why gender digital inclusion programmes are important, there is limited knowledge on how to evaluate their impact.
Design/methodology/approach
The thematic analysis suggests three points to consider for the gender digital inclusion programmes evaluation: context-specific understanding of gender digital inclusion programmes; transparency and accountability of the evaluation process and its results; and tensions between evaluation targets and empowerment of evaluation participants.
Findings
The thematic analysis suggests three points of future focus for this evaluation process: context-specific understanding of gender digital inclusion programmes; transparency and accountability of the evaluation process and its results; and tensions between evaluation targets and empowerment of evaluation participants.
Originality/value
The authors propose recommendations for gender digital inclusion evaluation practice and areas for future research.
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Tal Samuel-Azran and Moran Yarchi
The study aims to examine the validity of the gender affinity effect on social media throughout election campaigns.
Abstract
Purpose
The study aims to examine the validity of the gender affinity effect on social media throughout election campaigns.
Design/methodology/approach
This paper examines the role of gender in political discourse, using citizens' conversations on Facebook in the days leading up to Israel's 2021 elections as its case study. The analysis measured the engagement generated by male and female politicians in citizens' publicly open Facebook discussions (N = 1875) using a trend-tracking software. The analysis uses t-tests to examine differences in engagement between conversations about male versus female politicians and between posts written by male versus female authors. In addition, a two-way ANOVA analysis was conducted in an attempt to understand the shared impact of both the politicians' gender and posts authors' gender on the posts' engagement.
Findings
The study reveals that although more posts discuss male politicians, posts dealing with female politicians expressed significantly more support towards those politicians. The analysis also highlights that women tend to write more supportive posts and that most of their posts deal with female politicians. Furthermore, interaction effect analysis revealed that women's posts about female politicians generate more engagement in terms of likes, comments and number of participants than posts written by women that deal with male politicians.
Practical implications
The findings should encourage women politicians to run their campaigns via social media.
Originality/value
The study presents the first social media analysis for gender affinity effect and highlights the importance of the effect in online political communication studies.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2022-0199
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Magnus Hansson, Hanna Gottfridsson and Sandra Raanaes
This paper aims to analyse the construction of gender in business media through identification of media discourses in terms of vocabulary and vocabulary structures.
Abstract
Purpose
This paper aims to analyse the construction of gender in business media through identification of media discourses in terms of vocabulary and vocabulary structures.
Design/methodology/approach
The authors conduct critical discourse analysis and linguistic text analysis of media articles in two Swedish business magazines, focussing on vocabulary and vocabulary structures used to describe men and women as managers.
Findings
Media texts fall into traditional, gender-stereotyped patterns. The use of metaphors, choice of words and sentence structures construct and maintain stereotyped models of gender. The linguistic practices and use of specific and gender-biased vocabulary shape discursive practices, contributing to the construction and reconstruction of institutionalised gender-stereotyped patterns of behaviour and established social norms.
Research limitations/implications
The focus on vocabulary and vocabulary structures extends the technique and application of critical discourse analysis, enabling fine-grained analyses, in this case of media texts. This research also indicates a need for future studies that adopt a critical discourse analysis to take into account analytical procedures that shed light on micro-mechanisms that support the materialisations of gender inequalities.
Social implications
Texts that portray both men and women show gender bias that is deeply rooted in the vocabulary and vocabulary structures and thus help to reinforce established discursive practices and gender inequalities. Therefore, there is a need for a fundamental change in the media reports on managers.
Originality/value
The research contributes to the analysis of media texts and representations of men and women as managers by providing a detailed analysis of discursive practices that takes into account vocabulary and vocabulary structures. The findings show the deeply rooted structure of gender-stereotyped patterns in media texts.
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Jatta Jännäri and Anne Kovalainen
This paper aims to study the kinds of methodologies used in studying “doing gender” in working life and organisations. To do so, articles that use empirical research materials…
Abstract
Purpose
This paper aims to study the kinds of methodologies used in studying “doing gender” in working life and organisations. To do so, articles that use empirical research materials from different academic peer-reviewed journals have been analysed. By methodologies, both data gathering tools and the analysing techniques using and concerting the data have been largely understood. In the articles analysed, interviews were the main methodological tool in extracting the “doing gender”, while studies using naturally occurring data, e.g. historical materials and methods in relation to this type of data were in the minority. The following question has been proposed for further exploration: What impact does the domination of interviews as a research method have on the concept of “doing gender”?
Design/methodology/approach
Qualitative content analysis, close reading and data were collected from academic peer-reviewed journals with the applied principles of literature review.
Findings
The research methodologies adopted in the articles on “doing gender” mostly deal with interview data and their analysis. Interview data are used most often as the primary source for ethnographic analysis. These method choices limit the potential interpretations available for the analysis of the conceptual idea of “doing gender”.
Research limitations/implications
The limitations of this article relate to the journals chosen for the analysis.
Originality/value
This paper contributes toward a deeper understanding of the “doing gender” approach, particularly by exploring the research methodologies that have been used when studying “doing gender” approach empirically.
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Bonita L. Betters-Reed and Lynda L. Moore
When we take the lens of race, ethnicity, gender, and class to the collected academic work on women business owners, what does it reveal? What do we really know? Are there…
Abstract
When we take the lens of race, ethnicity, gender, and class to the collected academic work on women business owners, what does it reveal? What do we really know? Are there differing definitions of success across segments of the women businessowner demographics? Do the challenges faced by African American women entrepreneurs differ from those confronting white female entrepreneurs? Do immigrant female women businessowners face more significant institutional barriers than their counterparts who have been U.S. citizens for at least two generations? Are there similar reasons for starting their businesses?
The research aimed to study the effects of participatory gender analysis.
Abstract
Purpose
The research aimed to study the effects of participatory gender analysis.
Design/methodology/approach
This occurred within a community-based education project that was implemented in Ugandan Acholiland after the return from the displacement camps at the end of the civil war. The chapter describes the approach and analyses the impact.
Findings
Such analysis was shown to be very effective but this does not mean the community has been completely transformed.
Practical and social implications
Nevertheless, it shows the importance of participatory gender analysis for sociocultural transformation at community level.
Originality/value
This chapter makes a contribution to the literature on the use of participatory gender analysis in the global south.
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Purpose – The purpose of the chapter is to investigate the implications of including multiple inequalities in addition to class for analyses of the implications of globalization…
Abstract
Purpose – The purpose of the chapter is to investigate the implications of including multiple inequalities in addition to class for analyses of the implications of globalization for inequality.
Methodology/approach – The chapter addresses both conceptual and methodological issues in the analysis of changes in economic inequalities. It draws on comparative data of changes in class and gender economic inequalities using data from the World Bank, OECD, and Eurostat.
Findings – The chapter finds that gender and class inequalities have different trajectories of change, although they have implications for each other. This means that the analysis of globalization needs to analyze gender separately from class as well as their points of intersection in order to gain an accurate understanding of the changes in inequality that are linked to globalization. It is found that the complexity theory is very useful as an aid to theorizing intersectionality. It is found that the use of the distinction between neoliberal and social democratic forms of modernity aids the analysis.
Originality/value of chapter – The chapter provides an innovative analysis of the implications of including gender in analyses of global economic inequality, which has implications for the theorization of gender and intersectionality as well as of globalization.
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Shalva Tabatadze and Natia Gorgadze
This study aims to explore gender equality in school textbooks in Georgia.
Abstract
Purpose
This study aims to explore gender equality in school textbooks in Georgia.
Design/methodology/approach
The research had the following questions: To what extent are women and men visible and represented equally in school textbooks? How do school textbooks promote gender socialization of boys and girls to be treated equally in terms of power and privileges, superiority and inferiority? Do school textbooks promote critical thinking and analysis of gender issues and problems? The content analysis of the qualitative research method was used to answer the research questions.
Findings
The research revealed that males remain more visible in school textbooks; however, the authors mainly attempt to balance the gender representation in textbooks quantitatively. The textbooks do not socialize girls and boys as equals in power, privileges, superiority and inferiority. The textbooks do not provide room for discussing gender and social justice issues.
Originality/value
The study is an original work. The study contributes to the development of the field of multicultural education, as it develops the three levels model of gender socialization based on the empirical research data. The first, detection level, implies the visibility of both boys and girls equally in school textbooks. The second, the recognition level of gender socialization, acknowledges gender equality in occupations, activities and power and privileges. The third, the affirmation level, develops a critical understanding of gender issues and gender equality in society.
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