Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

This research examines how men react to male models in print advertisements. In two experiments, we show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine, or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative toward feminine models. In contrast, feminine men prefer feminine models when their private self is salient. Yet in a collective context, they prefer masculine models.These experiments shed light on how gender identity and self-construal influence male evaluations and illustrate the social pressure on men to endorse traditional masculine portrayals. We also present implications for advertising practice.

Gender identity and brand incongruence: When in doubt, pursue masculinity

Gender identity is the extent to which an individual identifies with masculine or feminine personality traits. Sex roles in Western societies continue to evolve, so this research examines the developing relationship between gender identity and consumer responses to gendered branding. Grounded in self-congruency theory [Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300], the present research reports an experiment that supports a congruence relationship between gender identity and brand response. Masculine consumers prefer masculine brands. The results also show incongruent brand rejection where masculine consumers react negatively to feminine brands although feminine consumers are more accepting of masculine brands. Further, the results suggest that gender identity is a more effective dimension for customer segmentation than biological sex. Overall, the results suggest that masculine brands are more effective than other gendered brand profiles for masculine, feminine, and androgynous consumers.

(Pro)Motion Pictures: Len Lye in the Thirties

This article examines Len Lye’s film-making in the 1930s within a broader visual arts context, seeking to clarify the nature and extent of his involvement in British documentary film culture at this time. In particular, it demonstrates how Lye's method of fusing 'live action', found footage, and animation techniques created the possibility of a radical documentary practice that could reconcile promotional advertising and commercial art with avant-garde abstraction and kinaesthetic experimentation. In particular, the article focusses on Lye's N. or N.W. (1937, 35mm, b&w, 10 mns), arguing that his work from this period should be regarded as central - and not marginal - to any serious reassessment of Britain's “Documentary Movement” of the inter-war era, and its relations to any history of the cinema and visual culture.

Celluloid dreaming : cultural myths and landscape in Australian film 1970-1990

Examines the way in which cultural myths in selected Australian feature films of the 1970s and 1980s reflect changing attitudes towards nationalism, Australian identity, gender roles, mateship and how the Australian settler culture defines (or fails to define) its relationship with indigenous Australians.

Catching gender-Identity production in flight : making the commonplace visible

The purpose of this article is to develop and illustrate an approach for making the commonplace visible in a natural, as opposed to manipulated, social setting. The key research task was to find a way of capturing the ongoing production or enactment of the self that provides some insight into the way in which it is produced in a routine, matter of fact way. The article takes a number of steps to develop a research approach to the task. First, gender-identity was selected as a more specific aspect of self-production. Second, the concept of “flashpoints” was used to refer to a particular moment in the routine which achieves some significance or salience as a result of the participants seizing upon some otherwise unremarkable action or statement and twisting it to their purpose. In this study, the purpose was gender-identity creation. Primary school children in the classroom and their teachers were the participants of the study. Through the use of flashpoints, the article demonstrates how gender-identity production of these children can be caught in flight. The article concludes that this approach can be added to the researcher’s toolkit.

Scandalous women: gender and identity in top-notch smut

Examining a diverse range of texts offering controversial representations of female sexuality, this paper demonstrates a persistent link between literary scandal and anxieties about women's sexuality. Texts from Madame Bovary (1857) to The Sexual Life of Catherine M (2001) have provoked various arguments, from debates about the need to restrain the unruly bodies of women to contestations about aesthetic merit, morality, and obscenity. Indeed, the scandalous literature of sexual women is distinguished by efforts to reduce its transgressions into something manageable, whether through naming and categorisation (‘chick lit’ and ‘posh porn’), textual analysis, public censure, or critical excoriation. The desire to manage controversial material signifies a discourse of containment that suggests both women and literature require strict control. As this paper will argue, the relationship between women, literature, and scandal is one marked by both intra- and extra-textual efforts to restrain not only the unpredictability and power of female sexuality, but also the unruly energies of literature itself.

Iranian women's sports fandom : gender, resistance, and identity in the football movie offside

As sport enters new global territories, attending to questions of cultural difference is increasingly important to studies of women’s sports fanship. This article draws on theories of transnational feminism and feminist sports scholarship to contemplate the cinematic portrayal of the non-Western female football supporter. Women sports fans rarely appear as film protagonists, with the notable exception of the 2006 movie Offside, which tells the story of Iranian women soccer fans attending a World Cup qualifying match. By focusing on the ways that women fans negotiate their marginal status in the sporting arena, I argue that the film unsettles cultural associations between masculinity and football in Iran, and confounds the oppositional construction of the “other” woman as a passive victim of, or freedom fighter against, Islam. 

Discrimination of complex visual stimuli in Cebus apella: identity matching with pictures

Do capuchin monkeys respond to photos as icons? Do they discriminate photos of capuchin monkeys' faces? Looking for answers to these questions we trained three capuchin monkeys in simple and conditional discrimination tasks and tested the discriminations when comparison stimuli were partially covered. Three capuchin monkeys experienced in simultaneous simple discrimination and IDMTS were trained with repeated shifts of simple discriminations (RSSD), with four simultaneous choices, and IDMTS (1 s delay, 4 choices) with pictures of known capuchins monkeys' faces. All monkeys did discriminate the pictures in both procedures. Performances in probes with partial masks with one fourth of the stimulus hidden were consistent with baseline level. Errors occurred when a picture similar to the correct one was available among the comparison stimuli, when the covered part was the most distinct, or when pictures displayed the same monkey. Capuchin monkeys do match pictures of capuchin monkeys' faces to the sample. The monkeys treated different pictures of the same monkey as equivalent, suggesting that they respond to the pictures as icons, although this was not true to pictures of other monkeys. Subsequent studies may bring more evidence that capuchin monkeys treat pictures as depictions of real scenes.

Linguistic gender identity construction in political discourse : a corpus-assisted analysis of the primary speeches of Barack Obama and Hillary Clinton

The present study is concerned with exploring the linguistic identity construction of Barack Obama and Hillary Clinton in the context of USA 2008 Democratic Party primaries. Thus, their speeches are examined in order to detect the aspects of identity that each politician resorted to in the process of projecting a political identity. The study, however, takes a special interest in the ways in which gender identity is projected by Obama and Clinton. Moreover, the notions of gender bias as well as gender representations are also investigated.