¿Feminismo indígena? : Un análisis crítico del discurso sobre los textos de la mujer en el movimiento zapatista 1994-2009

This work analyses texts on indigenous women´s participation in the Mexican Zapatista Army, Ejército Zapatista de Liberación Nacional. The EZLN came to public attention after ten years of clandestine organization in 1994 in Chiapas, a southern state of Mexico neighboring Guatemala. Along the invasion of various municipalities in Chiapas, the Zapatista Army published their own Revolutionary Laws, directed to the Mexican government that included a section on women´s own laws. The indigenous women´s participation in a guerrilla movement in the economically poorest area of Mexico raised many questions among Mexican feminists and some of them fiercely criticized the laws for not being liberating or feminist at all. The question is, did the indigenous women want the laws to be feminist? To answer the main research question How is the position of women constructed in the Zapatista discourse? I analyze texts by various actors in the discourse within the theoretical framework of critical discourse analysis and the feminist theories of intersectionality. The connecting point in this interdisciplinary framework is the question of power and hegemony. The actors in the discourse are the women commanders themselves, the men commanders, the Zapatista spokesperson, subcomandante Marcos and the Mexican feminists. The texts analyzed are the letters of the EZLN to the media and discourses in public reunions, first published in Mexican newspapers and international discussion lists on the Internet and after 2005, on the Zapatista´s own webpage. The results show that instead of discussing whether the Zapatista women´s participation is feminist or not, the action itself provoked such wide discussion of the diversity within the feminist movement that it is a contribution itself. The work also shows that the use of language can be one tool in the quite recent paradigm of intersectionality in feminist theories.

Colours as Non-Verbal Signs on Packages

Colour is an essential aspect of our daily life, and still, it is a neglected issue within marketing research. The main reason for studying colours is to understand the impact of colours on consumer behaviour, and thus, colours should be studied when it comes to branding, advertising, packages, interiors, and the clothes of the employees, for example. This was an exploratory study about the impact of colours on packages. The focus was on low-involvement purchasing, where the consumer puts limited effort into the decision-making. The basis was a scenario in which the consumer faces an unpredictable problem needing immediate action. The consumer may be in hurry, which indicate time pressure. The consumer may lack brand preferences, or the preferred brand may be out of stock. The issue is that the choice is to be made at the point of purchase. Further, the purchasing involves product classes where the core products behind the brands are indistinguishable from each other. Three research questions were posed. Two questions were answered by conjoint analysis, i.e. if colours have an impact on decision-making and if a possible impact is related to the product class. 16 hypothetical packages were designed in two product classes within the healthcare, i.e. painkillers and medicine against sore throats. The last research question aimed at detecting how an analysis could be carried out in order to understand the impact of colours. This question was answered by conducting interviews that were analysed by applying laddering method and a semiotics approach. The study found that colours do indeed have an impact on consumer behaviour, this being related to the context, such as product class. The role of colours on packages was found to be threefold: attention, aesthetics, and communication. The study focused on colours as a means of communication, and it proposes that colours convey product, brand, and product class meanings, these meanings having an impact on consumers’ decision-making at the point of purchase. In addition, the study demonstrates how design elements such as colours can be understood by regarding them as non-verbal signs. The study also presents an empirical design, involving quantitative and qualitative techniques that can be used to gain in depth understanding of the impact of design elements on consumer behaviour. Hannele Kauppinen is associated with CERS, the Centre for Relationship Marketing and Service Management of the Swedish School of Economics and Business Administration