| Title |
Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising |
| Authors |
Zayer, Linda Tuncay , McGrath, Mary Ann , CASTRO GONZÁLEZ, PILAR |
| External publication |
No |
| Means |
Eur. J. Mark. |
| Scope |
Article |
| Nature |
Científica |
| JCR Quartile |
3 |
| SJR Quartile |
1 |
| JCR Impact |
2.13500 |
| SJR Impact |
1.03300 |
| 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 |
29/11/2019 |
| 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\n voices and lived experiences of people are being heard and shared at\n unprecedented rates. Discourses about gender in advertising are embedded\n in cultural narratives and legitimatized by a broad system of\n institutional structures and actors, at both macro and micro/consumer\n levels. This study aims to explore how consumers (one type of\n institutional actor) engage in legitimizing/delegitimizing messages of\n gender in the marketplace. Design/methodology/approach This research\n draws on a qualitative approach, specifically the use of in-depth\n interviews with men across three global contexts. Findings This research\n identifies the ways in which men engage in (de)legitimizing messages of\n masculinity in advertising such as reiteration, reframing, ascribing to\n alternate logics and prioritizing personal norms.\n Originality/value While research has examined advertising practitioners\'\n views regarding gender from an institutional perspective, research on\n how consumers construct and maintain the legitimacy of gendered messages\n in the marketplace is scarce. This research theorizes and illustrates\n the (de)legitimization of gender ideals across three contexts. |
| Keywords |
Advertising; Consumer research; Gender; Institutions; Masculinity; Qualitative research |
| Universidad Loyola members |
|
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