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.     

Young people,friendships and gender learning: insight from student-produced microfilms and curricular implications

Friendship microfilms produced by students can be used to understand how students make their relationships meaningful. Hence, in this study, friendship microfilms made by Taiwanese students from 2000 to 2013 and uploaded on YouTube were collected and evaluated through a textual analysis aimed at deriving suggestions for relationship education curricula. Four types of narrative were identified in these films. A common theme was addressing romantic concerns among close friends and the effects that follow. The films present scenarios such as ‘I want to be more than merely your friend’ and ‘A conflict arises from a love triangle’, and the predicaments related to trust, honesty, loyalty and supportiveness that consequently arise. The films also reveal the anxiety of gay adolescents trapped in dilemmas involving being neither a love interest nor a best friend and wondering whether to come out of the closet. Moreover, the practices of homosociality in the film manifest gender differences. On the basis of the research findings, this paper provides suggestions for gender and relationship education.     

Doing gender in Spanish same-sex couples. The distribution of housework and childcare

Housework and childcare have been considered mechanisms for ‘doing gender’ through the allocation of different functions to women and to men. Women continue to devote more time and effort to this type of work, in spite of their progressive incorporation into the labour market. Same-sex couples escape this gender binarism, and so this study set out to learn the distribution criteria work, as well as the influence of gender socialization when it comes to establishing this distribution. A qualitative investigation was carried out with 21 Spanish same-sex families. The results indicate that the majority of couples position themselves in an egalitarian discourse based on the absence of differentiated gender roles and a low level of specialization. No differences were found between male and female couples. Nevertheless, the female couples show higher levels of discontent when the distribution was not egalitarian. In conclusion, it is proposed that the effects of gender socialization are perpetuated beyond heterosexual relationships and also affect same-sex couples.     

Does Gender Equality Affect Municipal Transparency: The Case of Spain

The influence of women in organizational transparency is an understudied vein of representative bureaucracy. Literature claims that the increase of women in formal political representation opened the opportunity to bring to public organizations gender diversity, experiences, and values different from those of men. It highlights the beneficial leadership styles and the legitimacy of public bureaucracies. Since gender equality in Spanish local government has increased in recent years, it was the trigger and the aim for this study: to understand the influence of women’s political representation on the level of Spanish municipalities’ transparency. The analysis draws on panel data econometric techniques. The results reinforce the discussion that the representation of women in local political life will increase information transparency and reduce information asymmetry in municipalities.     

Hedonists and husbands: piracy narratives,gender demands,and local political economic realities in Somalia

The grand narrative of piracy has been instrumental in shaping how piracy off the coast of Somalia is understood and responded to. Self-proclaimed pirates, suspected pirates, and convicted piracy prisoners continue to tell the story of taking up arms against foreign illegal fishers to protect their personal livelihoods as well as Somalia’s natural resources. Although the grand narrative remains the most popular piracy narrative, this paper introduces and examines two newly emergent narratives of Somali piracy – the Somali women’s narrative and the piracy prisoner self-narrative. I explore how these narratives reveal a central paradox surrounding piracy and social reproduction in Somalia that, until now, has been absent from discussions about piracy narratives and the issue of Somali piracy. Whereas the grand narrative of piracy fails to address gender demands and local political economic realities in Somalia, the new narratives present piracy as a gendered experienced that is situated within the broader, evolving context of courtship and marriage in Somalia. I argue the new narratives can help push beyond over-simplistic understandings of piracy off the coast of Somalia as a ‘man’s crime’ that should be addressed by men.     

Barriers to women’s access to decision-making positions in sport organizations: the case of establishing a girls’ volleyball academy in Israel

The aim of this paper is to highlight the nature of the barriers facing women in terms of their participation in decision-making in Israeli sport, and to identify and evaluate some of the strategies and tactics adopted to overcome these barriers. This is done by making reference to a particular case study, the case of the process of establishing a major policy initiative in Israeli sport – the founding of the national Volleyball Academy for Young Talented Girls. The case is analyzed in order to identify how and why the goal of establishing the Academy was successful, and to consider what may be learned in terms of the implications for the tactics and strategies used that might be adopted by other women in similar circumstances.     

Gender discrimination in Vietnam: the role of personal face

This paper examines gender discrimination using two novel perspectives: its relationship with personal face and its manifestation in contemporary Vietnam. Interviews with a sample of college teachers in Nha Trang city suggest that gender discrimination is reflected in and institutionalised through learning and enacting ‘acceptable’ face-related behaviours. These processes are exemplified in gender based linguistic conventions, role differentiation and segregation, the higher value associated with male roles, the (surface) acceptance of double standards by both genders and the recognition of public sanctions as effective reinforcers of gender inequality. Despite limitations in generalising from this research, an approach based on personal face-related language, behaviour and attitudes has promise for understanding how gender inequality functions at both individual and societal levels.     

The identity of ‘the other’ for sexual violence victims: is there anything new in sexual violence prosecutions before the International Criminal Court?

Despite the spectacular development in the field of international criminal law, critical feminism stresses the narrow scope of the sex and gender crimes in the Rome Statute establishing the first permanent International Criminal Court. The current international criminal law discourse, as expressed by recent case law, is geared towards the protection of certain groups targeted on account of their distinctiveness within the framework of a conflict situation, and gender is not recognized as one of these group identities. The question whether international criminal law on sexual violence applies only to inter-group conflicts brings to the fore an uneasy likelihood of exclusion of some recently emergent situations where identities of the conflicting parties transcend a particular ethnicity or nationality, and where victims of sexual violence belong to the same group as their perpetrators. The article argues that, rather than the Rome Statute or newly introduced rules and regulations, a significant obstacle in developing gender justice is the narrow interpretation of sexual violence to inter-group hostilities.     

Cross-Currents: Elizabeth von Arnim,Max Beerbohm and George Bernard Shaw

Abstract

When Elizabeth von Arnim’s novel Introduction to Sally appeared in 1926, the critical response was divided. Dame Ethel Smyth may have told von Arnim the book was her ‘masterpiece’ but some were less convinced; the reviewer in Punch, for instance, considered it ‘a coarse-grained fantasy’. By situating Introduction to Sally in a wider literary context that includes Max Beerbohm’s Zuleika Dobson (1911 Beerbohm, Max (1964a), ‘To Reggie Turner, 3 November 1911’, in Rupert Hart-Davis (ed.), Letters to Reggie Turner, London: Davis, p. 126. [Google Scholar]) and George Bernard Shaw’s Pygmalion (1914 Shaw, George Bernard (1914), ‘Pygmalion: A Romance in Five Acts’, Everybody’s Magazine, Vol xxxi, (5). [Google Scholar]), this article explores the personal connections between these three authors and the thematic cross-currents in these texts. Is von Arnim’s novel really as ‘coarse’ and ‘vulgar’ as some earlier critics suggest? Or is it a novel that successfully mixes the plausible with the artificial, the comic and the socially catastrophic, in ways that, more than a decade later, resonate with the work of her friends to highlight several continuing preoccupations?     

Gender and Vernaculars in Digital Humanities and World Literature

Abstract

This article discusses the large-scale and world-encompassing aspirations of digital humanities and world literature and their methodological accordance with the analysis of literature in smaller languages and of texts understood in social, transnational, and gendered contexts. Are Digital Humanities and World Literature establishing themselves as fields utilizing analytical tools that are at odds with the aims and perspectives of feminist literary history and reception history as a part of literary history? We argue that gender research and theory is insufficiently developed in both computational literary history and World Literature. An unproblematic understanding of translations, canonization, English as a global language, and the use of large-scale computational methods and formalized interpretive models is in many cases not beneficial for the understanding of texts by women writers or from feminist perspectives. Drawing on feminist criticism of computational methods and arguments for specialized rather than generalized knowledge about literary history, we propose that digitization in some form, be it a bibliographical database or digitization of a corpus of texts, may be thought of as part of the research process in projects oriented towards gender and cultural exchange.