AS MARCAS E O CONSUMIDOR: Um estudo dos discursos da publicidade na perspectiva da modificação dos estereótipos na representação da família.The

Os papeis de homens e mulheres na sociedade contemporânea têm sido reestruturados, assim como a própria noção das estruturas familiares se renova. Algumas marcas estão atentas a essas mudanças e, no contexto mercadológico, fica evidente que os consumidores são diversos, com novas demandas e expectativas pelo reconhecimento dessa diversidade. Esta dissertação discute a mudança de abordagem na representação da família, demonstrando suas mutações de papeis na publicidade, esta vista como um produto sociocultural. Para tanto foi desenvolvida uma pesquisa qualitativa subsidiada pela análise de discurso de linha francesa. Primeiramente, o estudo qualitativo se desenvolve a partir de uma abordagem bibliográfica e documental e uma parte empírica de análise de discurso de campanhas publicitárias dos últimos anos, selecionadas a partir de seu foco nas representações familiares contemporâneas, de marcas que as tratem com naturalidade e demonstrem aceitar essas transições, buscando-as através da análise de casos múltiplos de amostras intencionais os avanços quando se trata dos modelos familiares, elementos que se desviam de representação conservadora da família. Demonstrou-se que há uma tendência de algumas marcas reforçarem qual é o público que desejam atingir através de suas construções discursivas que apontam para o reconhecimento das famílias reconstituídas, para a adoção e para a homo e monoparentalidade, ou seja, para a confirmação da existência dos variados tipos de família.

Transcultural satire in German fiction of Turkish migration: Self-deprecation, ethnic impersonation, intertexuality

My dissertation presents a study of satire in contemporary German Fiction of Turkish migration. Engaging with a body of works hitherto neglected in scholarship, I examine how satirical texts, films, and plays intervene critically in discourses on post-unification German national identity. Drawing on the seminal work of scholars such as Leslie Adelson, Tom Cheesman, B. Venkat Mani, Petra Fachinger, and Deniz Göktürk, my dissertation expands the scholarship of Turkish German Studies by linking a discussion of satire as a critical rhetoric to the question of how we talk about what it means to be German.

Chapter one offers a novel framework of the satirical vis-à-vis standard conceptions of satire and deconstructionist theories of reading. I understand satire as a form of rhetoric that creates moments of ambiguity by bringing together intersectional categories like gender, ethnicity, race, religion, in order to challenge the audience’s practices of interpreting cultural otherness. Chapter two examines the use of ethnic self-deprecation as one such strategy in Osman Engin’s short stories and his first novel, Kanaken-Ghandi through the lens of Bakhtinian polyphony and Judith Butler’s work on hate speech. Engin, I argue, employs ethnic selfdeprecation as a narrative strategy to straddle the line between deconstructing and re-affirming cultural stereotypes. Investigating the role of ethnic impersonation in Hussi Kutlucan’s film Ich Chef, Du Turnshuh, the third chapter turns to the question of ethnicity as a visual signifier for the negotiation of cultural inclusion and exclusion in post-1990 film. In dialogue with Katrin Sieg’s work on ethnic drag and Amy Robinson’s theory of passing, I show how the film challenges ethnically-coded narratives of Germanness. In the final chapter on Nurkan Erpulat and Jens Hillje’s play Verrücktes Blut, I discuss how intertextuality and adaptation (Hutcheon, Genette) of different story and character worlds are used to create moments of ambiguity and overdeterminacy in the play, in order to challenge the audience’s perception of what an inclusive German society might look like.

The Politics of Gender Socialization

This manuscript is comprised of three papers that examine the far-reaching and often invisible political outcomes of gender role socialization in the United States. These papers focus primarily on two areas: political confidence amongst girls and women, and the effects of gender on survey measurement and data quality.

Chapter one focuses on political confidence, and the likelihood that women will run for political office. Women continue to be underrepresented at all levels of political leadership, and their lack of political ambition, relative to men, has been identified as a primary cause. In this paper, I explore the relationship between an individual's masculinity and femininity and her development of political ambition. Using original survey data from the 2012 Cooperative Congressional Election Study (CCES), I first empirically demonstrate that gender (masculinity/femininity) and sex (male/female) are unique elements of identity and, moreover, are both independently related to political ambition. I then explore the relevance of gender for the study of candidate emergence, testing whether and how masculinity and femininity might be related to political ambition are supported empirically. While the results suggest that masculinity is positively associated with the development of political ambition, the relationship between femininity and candidate emergence seems to be more complicated and not what prevailing stereotypes might lead us to expect. Moreover, while the relationship between masculinity and political ambition is the same for men and women, the relationship between femininity and political ambition is very different for women than it is for men. This study suggests that gender role socialization is highly related with both men's and women's desire to seek positions of political leadership.

Chapter two continues this exploration of gendered differences in the development of political ambition, this time exploring how social attractiveness and gendered perceptions of political leadership impact the desire to hold political office.Women are persistently underrepresented as candidates for public office and remain underrepresented at all levels of government in the United States. Previous literature suggests that the gendered ambition gap, gender socialization, insufficient recruitment, media scrutiny, family responsibilities, modern campaign strategies, and political opportunity structures all contribute to the gender imbalance in pools of officeholders and candidates. To explain women's reticence to run, scholars have offered explanations addressing structural, institutional, and individual-level factors that deter women from becoming candidates, especially for high positions in the U.S. government. This paper examines a previously unexplored factor: how dating and socialized norms of sexual attraction affect political ambition. This study investigates whether young, single, and heterosexual women's desire for male attention and fear of being perceived as unattractive or "too ambitious" present obstacles to running for office. The results of these experiments suggest that social expectations about gender, attraction and sexuality, and political office-holding may contribute to women's reticence to pursue political leadership. Chapter two is a co-authored work and represents the joint efforts of Laura Lazarus Frankel, Shauna Shames, and Nadia Farjood.

Chapter 3 bridges survey methodology and gender socialization, focusing on how interviewer sex affects survey measurement and data quality. Specifically, this paper examines whether and how matching interviewer and respondent sex affects panel attrition--respondents dropping out of the study after participating in the first wave. While the majority of research on interviewer effects suggests that matching interviewer and respondent characteristics (homophily) yields higher quality data, little work has examined whether this pattern holds true in the area of panel attrition. Using paradata from the General Social Survey (GSS), I explore this question. My analysis reveals that, despite its broader positive effects on data quality, matching interviewer and respondent sex increases likelihood to attrit. Interestingly, this phenomenon only emerges amongst male respondents. However, while assigning female interviewers to male respondents decreases their propensity to attrit, it also increases the likelihood of biased responses on gender related items. These conflicting outcomes represent a tradeoff for scholars and survey researchers, requiring careful consideration of mode, content, and study goals when designing surveys and/or analyzing survey data. The implications of these patterns and areas for further research are discussed.

Together, these papers illustrate two ways that gender norms are related to political outcomes: they contribute to patterns of candidate emergence and affect the measurement of political attitudes and behaviors.

Concrete and abstract concepts in school age children

The aim of this study is to highlight what kind of information distinguishes abstract and concrete conceptual knowledge in different aged children. A familiarity-rating task has shown that 8-year-olds judged concrete concepts as very familiar while abstract concepts were judged as much less familiar with ratings increasing substantially from age 10 to age 12, according to literature showing that abstract terms are not mastered until adolescence (Schwanenflugel, 1991). The types of relation elicited by abstract and concrete concepts during development were investigated in an association production task. At all considered age levels, concrete concepts mainly activated attributive and thematic relations as well as, to a much lesser extent, taxonomic relations and stereotypes. Abstract concepts, instead, elicited mainly thematic relations and, to a much lesser extent, examples and taxonomic relations. The patterns of relations elicited were already differentiated by age 8, becoming more specific in abstract concepts with age.

BROMANCE : les paradoxes des stratégies homosociales.

Depuis les années 2000, l’apparition du terme Bromance marque la culture populaire américaine. Cette notion est apparue pour définir les amitiés entre hommes au cinéma, à la télévision et sur Internet. Les films de Bromance, caractérisés par une multitude de scènes de déclaration d’amour entre hommes, traduisent bien cette nouvelle façon d’aborder l’amitié au masculin. À travers les définitions de la masculinité dans ces films, l’enjeu de l’hétérosexualité demeure omniprésent. Malgré la fragilisation de certains stéréotypes traditionnels liés au masculin, il n’en demeure pas moins que la notion de «vraie» masculinité persiste et demeure systématiquement liée à l’hétérosexualité des hommes qui partagent cette amitié particulière qu’on appelle Bromance. Dans cette optique, plusieurs stratégies se manifestent pour prouver la masculinité et donc l’hétérosexualité des protagonistes, mais l’une d’entre elles semble être au cœur de ces films. Cette stratégie s’incarne sous la forme d’une compétition entre hommes qui mise sur la capacité à performer un acte conventionnellement associé à l’homosexualité. Sur Internet, des vidéos qui prennent le nom « Gay Chicken » présentent des hommes qui s’embrassent et qui se touchent sans être dérangés ou ébranlés. C’est la capacité à être calme et en contrôle en restant insensible au corps d’un autre homme qui démontrerait le côté inébranlable de son hétérosexualité et donc de sa masculinité. C’est cet esprit du « Gay Chicken » qui se retrouve un peu partout dans l’univers des films de Bromance. Paradoxalement, ces nouveaux «modèles» d’homme doivent pouvoir à la fois incarner une masculinité plus flexible, plus ouverte et sensible, mais doivent également prouver leur virilité. Cette « masculinité contemporaine » brouille les cartes entre ce qui est viril et ce qui ne l’est pas, entre ce qui est féminin et ce qui ne l’est pas et entre ce qui est homosexuel et ce qui ne l’est pas. Les relations homosociales dans le cadre de Bromances présentent alors des opportunités indispensables pour prouver à tous la force de son hétérosexualité. Ce travail de recherche se penchera donc plus précisément sur les paradoxes d’une « masculinité contemporaine » intimement liée à l’orientation hétérosexuelle, par l’entremise de certains films issus de la culture populaire américaine associée à la Bromance. L’objectif est de montrer comment ces films sont des manifestations significatives d’une nouvelle forme d’affirmation identitaire masculine qui passe par des relations homosociales où les tensions et sous-textes homosexuels se multiplient et doivent être réprimés ou invalidés continuellement.

An exploration of students’ perceptions and attitudes towards creativity in engineering education

This study used a mixed methods approach to develop a broad and deep understanding of students’ perceptions towards creativity in engineering education. Studies have shown that students’ attitudes can have an impact on their motivation to engage in creative behavior. Using an ex-post facto independent factorial design, attitudes of value towards creativity, time for creativity, and creativity stereotypes were measured and compared across gender, year of study, engineering discipline, preference for open-ended problem solving, and confidence in creative abilities. Participants were undergraduate engineering students at Queen’s University from all years of study. A qualitative phenomenological methodology was adopted to study students’ understandings and experiences with engineering creativity. Eleven students participated in oneon- one interviews that provided depth and insight into how students experience and define engineering creativity, and the survey included open-ended items developed using the 10 Maxims of Creativity in Education as a guiding framework. The findings from the survey suggested that students had high value for creativity, however students in fourth year or higher had less value than those in other years. Those with preference for open-ended problem solving and high confidence valued creative more than their counterparts. Students who preferred open-ended problem solving and students with high confidence reported that time was less of a hindrance to their creativity. Males identified more with creativity stereotypes than females, however overall they were both low. Open-ended survey and interview results indicated that students felt they experienced creativity in engineering design activities. Engineering creativity definitions had two elements: creative action and creative characteristic. Creative actions were associated with designing, and creative characteristics were predominantly associated with novelty. Other barriers that emerged from the qualitative analysis were lack of opportunity, lack of assessment, and discomfort with creativity. It was concluded that a universal definition is required to establish clear and aligned understandings of engineering creativity. Instructors may want to consider demonstrating value by assessing creativity and establishing clear criteria in design projects. It is recommended that students be given more opportunities for practice through design activities and that they be introduced to design and creative thinking concepts early in their engineering education.

Análisis Crítico y Complejo de los discursos periodísticos verbovisuales entre Bolivia y Chile en el contexto de la demanda por la soberanía marítima boliviana

Los medios de prensa tienen un rol determinante en la construcción, legitimación y representación de distintas realidades socioculturales, las cuales a su vez generan lineamientos institucionalizados de unas identidades nacionales sobre otras, creando relaciones desiguales en base de prejuicios y estereotipos. Los países vecinos cuentan con historias de unidad y conflictos, pero el tiempo a veces no es suficiente para cerrar viejas heridas, como ocurre con la Guerra del Pacífico (18791883). En este contexto se analizaron las noticias de los medios con mayor injerencia a nivel país: La Razón (Bolivia) y El Mercurio (Chile), donde, por medio de una herramienta metodológica de Análisis Crítico y Complejo del Discurso Verbovisual, se buscó dilucidar los procesos de construcción discursiva de cada Estadonación y confirmar cómo éstos se mantienen a través del tiempo.

El estereotipo de género como nuevo valor noticia en los periódicos digitales en Europa

El objetivo principal de la investigación es el análisis de los estereotipos de género como nuevo valor noticia en los diarios digitales The Times, El País, Le Monde, Diario de Noticias y Corriere della Sera. La metodología utilizada fue el análisis de contenido de 1688 noticias publicadas entre el 1 de mayo del 2013 y el 1 de mayo del 2014. Los resultados indican que perviven los estereotipos tradicionales de las mujeres especialmente en el caso de El País, El Corriere della Sera y el Jornal de Noticias. Sin embargo, al mismo tiempo aparecen los que denominamos “contraestereotipos” como un nuevo valor noticia caracterizados por presentar a la mujer con valores positivos opuestos a los estereotipos tradicionales especialmente en The Times y Le Monde.

El periodismo deportivo condicionado por la gestión comunicativa de los clubes de fútbol: el caso del FC Barcelona

Las relaciones entre los gabinetes de Comunicación de los clubes de fútbol y los periodistas deportivos se enmarcan en el modelo de Gieber y Johnson (1961) por el que el hecho de que ambos compartan objetivos comunes, donde los gabinetes de Comunicación necesitan que los medios publiquen determinadas informaciones y los periodistas precisan de noticias que publicar, provoca una pérdida de independencia por parte de los periodistas, ya que necesitan a esos departamentos como fuentes. En la actualidad, los departamentos de Comunicación de los clubes de fútbol, como el del FC Barcelona, se han constituido en gatekeepers. Esto ha acentuado las históricas diferencias que existen entre los periodistas y los profesionales de la comunicación corporativa, incrementado por el control informativo de estos departamentos lo que provoca constantes tensiones entre ambos.

Travel, back and forth, to the myth. Cinema´s contribution to the formation of the tourist iconography of Mallorca

Mallorca, the largest of the Balearic Islands, is a well-known summer holidays destination; an ideal place to relax and enjoy the sun and the sea. That tourist gaze reflected on postcards results from advertising campaigns, where cinema played an important role with documentaries and fiction films. The origins of that iconography started in the decades of the 1920’s and 1930’s, reflecting the so-called myth of the “island of calm”. On the other hand, the films of the 1950’s and 1960’s created new stereotypes related to the mass tourism boom. Busy beaches and the white bodies of tourists replaced white sandy beaches, mountains and landscapes shown up in the movies of the early decades of the 20th century. Besides, hotels and nightclubs also replaced monuments, rural landscapes and folk exhibitions. These tourist images mirror the social and spatial transformations of Mallorca, under standardization processes like other seaside mass tourist destinations. The identity was rebuilt on the foundations of "modernity". Although "balearization" has not ceased, nowadays filmmaking about Mallorca is advertising again a stereotype close to that one of the 1920s and 1930s, glorifying the myth of the "island of calm". This singular identity makes the island more profitable for capital that searches socio-spatial differentiation in post-fordist times.

[ARTÍCULO RETRACTADO] Masculinidad y feminidad: división errónea de la persona: aportaciones desde la Didáctica de la Lengua

En este texto mostramos como la masculinidad y la feminidad son construcciones sociales, atendiendo a los sexos (diferencia biológica) del ser humano. Las personas influidas por su cultura han hecho suyas las creencias, ideas, estereotipos, correspondientes a un sexo u otro. Así se establecen dos mundos distintos, contrarios, la masculinidad relativa al varón y la feminidad en relación con la mujer. Ambos mundos se presentan de forma muy distinta, marcando mucho las diferencias y el perfil de persona dependiendo de su sexo. De esta forma los varones tienen que ser fuertes, valientes, agresivos, fogosos, conquistadores y dedicados a su profesión. Por el contrario, las mujeres deben ser comprensivas, amables, cariñosas, trabajadoras, buenas madres y esposas y dedicadas a su familia. Nosotros optamos por la persona sin diferencia de sexo, por la igualdad de oportunidades, por deconstruir los estereotipos de masculinidad y feminidad, creando un ser único, una persona que da igual su sexo, un ser humano capaz de ser y hacer sin límites, porque nuestras diferencias biológicas no son determinantes para que mujeres y varones se desarrollen en igualdad de oportunidades.

Estereotipos masculinos y femeninos en los zoologismos fraseológicos españoles y checos

El trabajo pretende mostrar los estereotipos de hombre y mujer en la sociedad occidental según los estudios de género para, más tarde, comprobar si dichos estereotipos se reflejan en la fraseología checa y española relativa a animales, es decir, en los zoologismos. El análisis se sustenta en las teorías de la lingüística cognitiva acerca de la metáfora conceptual y del lenguaje figurado convencional. Las conclusiones muestran una clara discriminación de ambos géneros en el lenguaje, siendo el femenino más afectado que el masculino.

Crisis y creación. Las ambivalentes relaciones germano-españolas en la producción cinematográfica de la primera mitad del siglo veinte

Las épocas de crisis político-social propician en especial medida la creación y el afianzamiento de determinados auto y heteroestereotipos. Esta afirmación resulta concluyente cuando se analiza cómo las distintas fases políticas de España a lo largo de la historia han condicionado de manera definitiva su imagen en el extranjero, en especial en Alemania. Las imágenes y estereotipos románticos creados a partir de la Guerra de la Independencia (1808-1814) sirvieron durante la primera mitad del siglo veinte de instrumento de manipulación propagandística que debía contribuir a ensalzar la ejemplaridad del aliado español. Este artificio político, que buscaba la simpatía ideológica con el sistema de valores nacionalsocialista, se valió de manera particular de las producciones cinematográficas hispano-alemanas para lograr su objetivo.

On a first-name basis: Englishization and naming in Flanders

Following and contributing to the ongoing shift from more structuralist, system-oriented to more pragmatic, socio-cultural oriented anglicism research, this paper verifies to what extent the global spread of English affects naming patterns in Flanders. To this end, a diachronic database of first names is constructed, containing the top 75 most popular boy and girl names from 2005 until 2014. In a first step, the etymological background of these names is documented and the evolution in popularity of the English names in the database is tracked. Results reveal no notable surge in the preference for English names. This paper complements these database-driven results with an experimental study, aiming to show how associations through referents are in this case more telling than associations through phonological form (here based on etymology). Focusing on the socio-cultural background of first names in general and of Anglo-American pop culture in particular, the second part of the study specifically reports on results from a survey where participants are asked to name the first three celebrities that leap to mind when hearing a certain first name (e.g. Lana, triggering the response Del Rey). Very clear associations are found between certain first names and specific celebrities from Anglo-American pop culture. Linking back to marketing research and the social turn in onomastics, we will discuss how these celebrities might function as referees, and how social stereotypes surrounding these referees are metonymically attached to their first names. Similar to the country-of-origin-effect in marketing, these metonymical links could very well be the reason why parents select specific “celebrity names”. Although further attitudinal research is needed, this paper supports the importance of including socio-cultural parameters when conducting onomastic research.

Commercial sex, clients, and Christian morals: Paying for sex in Ireland

This article reports on the results of a study on men who pay for sex across Ireland. In presenting a detailed picture of the diverse group of sex workers’ clients, their motives and attitudes, we debunk the prevalent stereotypes about men who pay for sex, as continuously used in the public discourse about sex work on both sides of the Irish border: we show that the majority of clients do not fit the image of violent, careless misogynists. We argue that these debates about commercial sex as well as the experiences of those who pay for sex are shaped and nurtured by the specific local context, by conservative Christian morals and the dominant sex-negative culture across Ireland. Finally, we argue that the criminalization of paying for sex which came into effect in Northern Ireland in 2015 and is being discussed in the Republic of Ireland will likely not stop the majority of clients from paying for sex and thus fail to achieve its aim to reduce or abolish sex work.