Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom,Poland and South Africa

Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed.     

Laughter and Liability: The Politics of British and Dutch Television Satire

Contemporary politicians face immense rhetorical and communicative challenges. Performing on the intertwined stages of politics, media (including Internet) and everyday life, they need to master diverse and contrasting repertoires of talk. Political communication research, at present, has ignored the question of how politicians face and experience these challenges, and how they reflect on the new communicative field. In this article, we begin to redress this situation by analysing and comparing the motives, experiences and reflections of politicians who appeared in the British satirical TV show, Have I Got News for You, and its Dutch adaptation, Dit was het Nieuws. Based on in-depth interviews with seven Dutch and 14 English MPs, we conclude that they draw from three repertoires to legitimise and reflect on their participation: a strategic, indulgent and anti-elitist repertoire. The first repertoire is predictable in the context of current political communication research, whereas the latter two add new dimensions of pleasure and bottom-up representation to it.     

Coming out of the shadow? Studies of local governments in Central and Eastern Europe in European academic research

This article is an analysis of the changing role of research on local governments in Central and Eastern Europe (CEE) within mainstream European studies. It refers to dependency theory (Wallerstein, Prebish) as applied to scientific research. It classifies CEE as being in the semi-periphery of academic research. The empirical analysis consists of two parts: (1) qualitative review of the most important of the comparative studies of European local governments. It includes a discussion on the role of local governments and researchers from CEE in these studies; (2) quantitative based on an analysis of articles published in international journals and citations for those articles in Scopus. The analysis covers 14 countries (all new member states who joined the EU from 2004 onwards, plus the Balkan countries: Albania, Macedonia, and Serbia).     

The Limits of a Commitment? Public Responses to Asylum Policy in Sweden over Time

It is hardly an exaggeration to claim that one of the most turbulent political areas in recent years has been asylum policy, which has disclosed a rapidly increasing inflow of asylum seekers, and, in many countries, has been followed by fierce media discussion and political controversies. In Sweden, this development has been heated as the Swedish self‐image is one of providing generous policies, which is also reflected in terms of strong refugee policy. The article uses this example to explore assumptions about public responsiveness in previous policy feedback literature and to examine the link between citizens' attitudes towards immigration and changes in asylum policy output, measured as asylums granted, over time in the period 1990–2015. It focuses especially on the link through which citizens become aware of policy output, operationalized as media visualization, and find that including media reveals a suppressed relationship between policy output and public attitudes. The relationship is negative and thus confirms the assumptions of the thermostatic models. Second, the article shows that feedback is mediated by political orientation: People defining themselves politically as right‐oriented respond with negative feedback when the number of granted asylums increases, while left‐oriented people do not change their attitudes. Based on these findings it is concluded, first, that analyses of democratic responsiveness need to incorporate a clear measure of the link by which exogenous factors become visible. Second, the importance needs to be stressed of considering important cleavages in the population in order to display responsiveness processes fairly.     

The Winner Takes It All: Revisiting the Effect of Direct Democracy on Citizens’ Political Support

Despite the strong theoretical expectations about the beneficial effect of direct democratic instruments on citizens’ political support, the empirical evidence is scarce and inconsistent. We add to this literature by studying the effect of the use of a direct democratic process on citizens’ political support and its underlying causal mechanism. Using a unique research design that combines a strong test of causality with a high level of ecological validity, we surveyed inhabitants of a Belgian neighborhood that held a local referendum and a comparison group (i.e. inhabitants of a comparable neighborhood without referendum) before and after the referendum (n = 1049). Using difference-in-differences analysis and first difference regression analysis, we show that in line with our expectations the increase in political support following the referendum is not driven by involvement or procedural fairness perceptions but by an increase in support levels among the winners of the decision. Moreover, despite the contested nature of the issue, losers’ level of political support did not decrease significantly after the result of the referendum was announced.