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.     

Managing the difficult past: Ukrainian collective memory and public debates on history

This article analyzes the status of difficult historic events in Ukrainian collective memory. Difficult elements of collective memory are defined as those which divide society on basic matters, such as identity and national cohesion, and events which are being actively forgotten because of the role of Ukrainians as perpetrators. Three such issues were analyzed: World War II and the role of the Ukrainian Insurgent Army (UPA), the Holocaust, and the ethnic purge of Poles in Volhynia and Eastern Galicia in 1943–1945. Utilizing data from quantitative and qualitative studies, the author showcases the significance of these issues for contemporary Ukrainian identity and Ukraine’s relations with its neighbors. In particular, the evaluation of World War II and the role of the UPA in Ukrainian history polarizes Ukrainian society to a great degree. At the same time, this element of national history is used to construct a common, anti-Russian identity. The difficulty of relating to the memory of the Holocaust and the ethnic purge in Volhynia is of a different character. These events are problematic for Ukrainian collective memory because they demand a painful settling of accounts with the past. At present, only Ukrainian elites are willing to work on these subjects, and only to a limited degree, while the common consciousness either denies or ignores them altogether.     

South Caucasus from 1918 to 1921: history and historical parallels with the contemporary era

The republics that make up the South Caucasus today gained brief independence after the fall of the Tsarist Empire, before the integration of the region into Bolshevik Russia. This period, even though short, gives interesting historical background to understand the present. Thus, the purpose of this paper is to study the South Caucasian republics from 1918 to 1921 at the regional and international levels, paying particular attention to the historical continuities with the contemporary era (since 1991). The results of the study show three main parallels between the early twentieth century (1918–1921) and the present. First, the region is still internally divided (e.g. the unresolved conflicts). Second, externally, it is torn between sometimes opposing powers (e.g. Russia and the Western powers). Finally, third, the partnerships with international or regional powers still remain asymmetrical; consequently, the need to cooperate with Russia exceeds the aspirations of the Western powers toward the South Caucasus. Based on archival research, this study contributes to the historiography of the region and gives a framework for understanding the South Caucasus in contemporary international relations.     

Public Administration Research in Contemporary Russia: An Analysis of Journal Publications, 2010–2014

This study examines the latest tendencies in Russian research on public administration (2010–14) as it appears in Russian academic journals. The study considers the subjects of articles, their methodological features, and the characteristics of contributors. Revealing problems in public administration research in Russia contributes both to the development of Russian science and to the ongoing international discussion regarding the need for better research on public administration and state policy. By drawing attention to the shortcomings and weaknesses of Russian public administration research, the study is meant to advance the current discussion on ways to strengthen the quality of policy research around the world.     

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.     

How to live precariously: Lygia Clark's Caminhando and Tropicalism in 1960s Brazil

Economic booms and busts, major social upheavals, brutal military dictatorships: precariousness has been a feature of everyday life in Latin America since its independence. But what does it mean to “propose precariousness as a new idea of existence,” as Brazilian artist Lygia Clark did in 1966? This essay focuses on one specific work by Clark, her 1963 Caminhando, in order to explore the ways in which the very status of performative practices can respond to their social and political conditions and thus offer a model for a subjective experience of precariousness in everyday life. A close study of the process that led Clark to create precarious works will be further supplemented by a contextual analysis of debates about precariousness and adversity within the Tropicalist movement that emerged in late-1960s Brazil, which included artist Hélio Oiticica as well as singers and film-makers.     

The nature of political advising to prime ministers in Australia,Canada, New Zealand and the UK

Political advisors to heads of government occupy such a privileged sphere of influence that their role is a source of consternation among democratic idealists. Interviews with advisors to prime ministers of Australia, Canada, New Zealand and the UK inform a small body of comparative literature about political advising in the Commonwealth. The authors find that first ministers consider input from many advisors and therefore the counsel of any one advisor is of limited impact. Further research is needed to understand the extent to which these agents project the power of the executive office and make decisions on the principal's behalf.