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Magdalena Zawisza Russell Luyt Anna Maria Zawadzka Jacek Buczny 《Journal of Gender Studies》2018,27(4):464-480
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. 相似文献
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Paula Koskinen Sandberg 《Nora, Nordic Journal of Women's Studies》2018,26(1):36-52
Mainstream economics conceptualizes wages as determined by market forces and reflecting productivity and investments in human capital made by individuals. These views, which have become taken-for-granted explanations of what wages are, hide the underlying dynamics of the gender pay gap and place responsibility on individuals instead of gendered social structures. This article proposes viewing gender pay inequity through a sociological lens, which implies acknowledging the complex societal dynamics and roles of institutions and actors in shaping wages. The Nordic welfare states are often considered women-friendly, providing female citizens with social policies and services that have enabled their extensive participation in paid employment. Simultaneously, the Finnish welfare state has relied heavily on inexpensive labour provided by women, thus actively contributing to the formation of a secondary female-dominated labour market. The secondary status of reproductive work conducted within the public sector has been further strengthened and institutionalized by the Finnish corporatist system via collective agreements. In policy-making, the central actors defend their vested interests through non-decision-making, limiting the scope of decision-making to non-threatening issues. This article discusses the dynamics of the Finnish corporatist regime, welfare-state employment, and the impact of both on gender pay equity in Finnish society. 相似文献
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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. 相似文献
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