Title Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising
Authors Zayer, Linda Tuncay, McGrath, Mary Ann, CASTRO GONZÁLEZ, PILAR, CASTRO GONZÁLEZ, PILAR
External publication No
Means Eur. J. Market.
Scope Article
Nature Científica
JCR Quartile 3
SJR Quartile 2
JCR Impact 2.13500
Area International
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85076145729&doi=10.1108%2fEJM-07-2018-0502&partnerID=40&md5=ce0e3c8ae1b7d1f460434dd4c7a56a3d
Publication date 06/01/2020
ISI 000505810100010
Scopus Id 2-s2.0-85076145729
DOI 10.1108/EJM-07-2018-0502
Abstract Purpose Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace. Design/methodology/approach This research draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts. Findings This research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics and prioritizing personal norms. Originality/value While research has examined advertising practitioners' views regarding gender from an institutional perspective, research on how consumers construct and maintain the legitimacy of gendered messages in the marketplace is scarce. This research theorizes and illustrates the (de)legitimization of gender ideals across three contexts.
Keywords Advertising; Consumer research; Gender; Institutions; Masculinity; Qualitative research
Universidad Loyola members