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.     

Instruments for Exploring Organizational Culture: A Review of the Literature

Organizational culture is widely considered to be one of the most significant factors in reforming and modernizing public administration and service delivery. This article documents the findings of a literature review of existing qualitative and quantitative instruments for the exploration of organizational culture. Seventy instruments are identified, of which 48 could be submitted to psychometric assessment. The majority of these are at a preliminary stage of development. The study's conclusion is that there is no ideal instrument for cultural exploration. The degree to which any measure is seen as "fit for purpose" depends on the particular reason for which it is to be used and the context within which it is to be applied.     

The White House as a Black Box: Oral History and the Problem of Evidence in Presidential Studies

Scholars who study the American presidency usually have to rely on indirect evidence for understanding the internal operations of the 'black box' that is a contemporaneous White House. Most of the direct evidence about White House behavior becomes available only after a president has left office, when confidential communications are opened to the public by the presidential libraries. In recent years, however, such direct evidence has become increasingly inaccessible, because of changes in the record-keeping habits of senior executive branch officials and because of the politics of archival release. This article explores the nature and extent of these problems, and how elite oral history interviewing can compensate for them. It further examines the strengths and weaknesses of oral history as a means of learning about the usually hidden workings of the American presidency.     

Last Thoughts on <Emphasis Type="Italic">The Last Intellectuals</Emphasis>

Over twenty years ago my book The Last Intellectuals put into circulation the phrase “public intellectual.” The term unexpectedly enjoyed great success. It encapsulated a new division between a professional or academic intellectual focused on his or her specialty and an intellectual orientated to a larger public. The former tend to disappear into the university, while they latter write for the educated public. In the twenty years since its publication, my book has been sharply challenged. Moreover the emergence of African-American and women intellectuals, and well as new developments such as Internet, have possibly undermined my thesis. Yet these phenomena amount to revisions, not refutations, of my thesis. Moreover the role of intellectuals in France and Germany suggest that the same process of academization is taking place in other advanced industrial nations. What is called for is not nostalgia or its opposite, a celebration of everything that happens, but a consideration of the real shifts that affect the lives and work of intellectuals.

“People the North”: Nation‐building in 1960s Australia

The People the North Committee, founded in Townsville in 1962, was true to its name. It wanted to treble the population of northern Australia in a decade. Putting people before profits, the committee insisted that Australians had a moral obligation to prolifically populate their northern lands. Neither the ambition nor the rationale was new. In fact, the People the North Committee was the last gasp of a grand demographic aspiration that went back more than a hundred years. Thereafter, through to the present day, proposals for northern development have prioritised economic over demographic gains: profits before people. This article examines the ambitions and advocacy of the People the North Committee, setting them in the longer historical trajectory of the aspiration to people the north. In doing so, it offers a window onto a neglected facet of the nation‐building project in Australia.     

Girl Power: Stipend Programs and the Education of Younger Siblings

We examine the effects of the schooling of girls on the education of their younger siblings. To examine the causal effect of the education of older children on their younger siblings, we use the introduction of a gender-targeted conditional cash transfer program – the Female Secondary School Stipend Program (FSSSP) in Bangladesh. We find that an additional year of schooling of older siblings increases schooling of their younger siblings by 0.13 years. The stipend program accounts for about a 10 per cent increase in the schooling of younger siblings. The results suggest that stipend programs can bring both short- and long-term gains, not only via direct benefits to affected children, but also via indirect benefits to their siblings.