Search results

The purpose of this study is to examine the impact of female portrayal in advertisements on Palestinian female consumers’ purchasing decisions. TV and online media were selected as the medium for the study. Specifically, the researchers examine the one-dimensional sexualized female portrayal in advertisements.

Culture is used as the lens through which the study examines the relationship between independent and dependent variables concerning the topic of this study. The study collected primary data from 395 Palestinian participants through a survey questionnaire.

The findings of the study revealed that there is a relationship between the independent variable (the sexualized female portrayal in foreign advertisements – advertisements originating in foreign countries) and the dependent variable (Palestinian female consumers’ purchase decision). Additionally, the study found that the cultural differences between Palestine and other foreign countries have a negative impact on the Palestinian female consumers’ perception of the product being advertised.

Although traditional marketing procedures would allow companies to filter and adapt particular adverts to suit various cultural, social and political environments, the advent of the open web and satellite TV channels extend the advertisements reach to audiences beyond their intended demographic.

This is the first study set in the Arab context (including Palestine) to explore the impact of sexualized female portrayal in advertisements on Palestinian female consumers’ purchasing decision.

Using the Program for International Student Assessment (PISA) surveys (2003–2015), this chapter explores the relationship between the gender gap in math test scores and computer (digital devices) gaming, as a potential “swimming upstream” factor in the quest to close that gap. Using a decomposition based on a pooled hybrid specification, we attribute two to three points (from 13% to 29%) of the gender math gap to gender differences in the incidence and returns to intense gaming. The comparison of the negative versus positive girl-specific effects found for collaborative games versus single-player games suggest a potential role for gaming network effects.

The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention.

The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling.

The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention.

Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs.

This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses.

Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal.

This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

Historically, counter-terrorism's attitude towards women has been complicated, partly because both counter-terrorism and terrorism were for many years considered almost exclusively a male business. This approach has also been reflected in the media's sensationalised representation of women involved in political violence. This chapter explores how women's participation in non-state political violence is still largely explained through traditional conservative notions of sexual difference that characterise women as irrational and highly influenceable, eliminating the possibility of any informed discussion. Focusing on the British case, the chapter shows how the actions of female militants are still bound to gendered narratives and limited to specific frames that generally portray violent women as highly sexualised and pathologised. Depictions of female terrorists and ‘radicalised’ women are based on stereotypes that reinforce the image of women as weak, easily influenced, naïve, driven by romantic emotions, deceitful and in constant need of protection and supervision. From an intersectional perspective, the chapter also explores the orientalist imaginaries of Muslim women who are seen as victims and as individuals lacking empowerment and agency. The discussion highlights ultimately that explanations of women's violence must go beyond myths that explain women's involvement in political violence via a wide range of personal and emotional factors, to examine political motivations and consideration of the complexity of their decisions, and the wider context.

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.

In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.

The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.

The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Representations of female perpetrators of political violence contribute to society's thinking about women, gender, violence and agency. Analysis of this discourse is vital to understand its influence on society's knowledge of women and violence. The study investigates how gendered narratives are used to frame female ex-combatants in Nationalist and Unionist newspapers in the post-conflict society of Northern Ireland. The media is a central agent in the construction of knowledge; and this is significant for women who have perpetrated crimes or (political) violence. The existing research found that violent women are narrated and interpreted through gendered discursive frameworks to dismiss or make sense of their violence. However, in the Northern Irish case, although the women are constructed within gendered frames, this does not deny their agency in past political violence.

The purpose of this paper is to draw attention to the significant underrepresentation of females and stereotypical portrayals of both females and males that still exist in different kinds of media children are exposed to, as well as to various negative influences these may have on children's development. In addition, this paper intends to show up the potential positive effects of non-sexist gender representations in these media.

The paper reviews studies that have been conducted on various kinds of media, in order to gain and provide a representative overview of gender portrayals and of possible influences they might have on children.

Women are underrepresented in children's literature, television programs, as well as computer-related software. Traditional portrayals of females are also still the norm in these media that children are daily faced with. Alarming trends regarding the representations of males have also been found. The negative influence of sexist representations on children has been shown by numerous studies, as has been the potential of positively affecting children's development by exposing them to non-traditional gender representations.

Awareness of how highly present sexism still is in media for children and of the ways in which it may inhibit children's development is seen as a crucial step toward change. Change in this field is needed if we want to ensure a better, more equal future for our world.