An examination of gender role portrayals in television commercials in Romania: A gender of nations approach

This study examines gender role portrayals in Romanian television commercials. Results reveal both progressive and traditional gender role portrayals for both women and men reflecting a society and economy in a state of transition toward European Union membership. The study also involves a test of the concept of gender of nations using Hofstede's Masculinity Index (MAS). Extending a methodological approach first used by Milner and Collins (1998, 2000) gender role portrayals in Romanian commercials (moderate MAS) were compared with those appearing in Japanese (high MAS) and Swedish (low MAS) commercials. The results, which are consistent with predictions based on the relative MAS scores of the three nations, are discussed along with managerial implications.     

Phenomenology of Aesthetic Organising--Ways Towards Aesthetically Responsive Organizations

Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption—of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive “effect” created at the intersection of consumption and several marketing discourses such as advertising, market segmentation, and visual communication, balancing between brand strategy—what the marketer intends—and brand community—the free appropriation of meaning by the market. The paper’s contribution rests in extending previous work on male representation into historical, ontological, and photographic realms, providing a necessary complement between understanding advertising meaning as residing within managerial strategy or wholly subsumed by consumer response. We argue that greater awareness of the connections between the traditions and conventions of visual culture and their impact on the production and consumption of advertising images leads to enhanced ability to understand how advertising works as a representational system and signifying practice.     

"Thank God . . . I Thought for a Moment You Were Going to Confess to Converting to Socialism!": Gender and Identity in Deirdre McCLoskey's Crossing

"Thank God . . . I thought for moment you were going to confess to converting to socialism! 'critiques McCloskey's account of her transition from a heterosexual male professor of "Chicago school" economics to a female, "free-market feminist." McCloskey's account raises fascinating questions for all feminists regarding both one's definitions of gender, and the institutions and practices which reinforce gender boundaries. At the same time, McCloskey's account is found to be lacking in certain respects. For example, she pays insufficient attention to the implications of gender for rational-choice, free-market economic theories, and she insufficiently contextualizes her definitions of masculinity/femininity to a particular class and race in the late 20th century US.