This thesis deals with gender roles and their importance for marketing on consumer markets. This thesis is based on the general premise that gender roles are dynamic, adaptive, and there may be trends of convergence. Since gender roles are ranked among cultural and social predispositions of consumers, their knowledge can be regarded as one of the major prerequisites of successful marketing orientation on consumer markets. This thesis deals with the differences of gender roles in terms of consumption in selected product categories, the use of leisure time, media behaviour and other fields. The approaches to the gender role portrayals in advertising are surveyed. Pivotal part is an extensive quantitative research on consumer perception of gender roles and consumer attitudes towards gender role portrayals in advertising.

Today’s stream of information is massive. Children and teenagers are exposed to information and advertising daily. The requirement to be able to sort and review the messages behind the advertising is fast becoming more important. This study has been made on 8- year-old pupils, in which they studied analysing advertisements for one lesson and then they were interviewed individually. The purpose of this study was to see if eight-year-old children are aware of the way advertisements describe gender and how you in a pedagogical way can teach children to critically examine media, above all advertising.   One of the questions asked is: Can eight-year-old children see specific gender roles in advertising? By studying former research and carrying out this study the writer of this essay has tried to answer the questions.   Through the study it was apparent that the 8- year- old pupils had difficulties to grasp the gender roles and see the messages behind advertising. It is important to learn more about media and advertising in early ages to be able to criticize the messages in media. / Dagens informationsflöde är stort. Barn och ungdomar exponeras för information och reklam dagligen. Det ställer stora krav på att kunna sortera informationen och kritiskt kunna granska budskapen bakom reklam. Tidningsreklam är något som barn träffar på ofta och många gånger ter sig dessa reklambilder stereotypt för könsroller.   Undersökningen har gjorts genom en kvalitativ studie på elever som är i åtta års ålder, där de hade ett lektionstillfälle i reklamanalys som sedan följdes upp med enskilda intervjuer.   Syftet var att se om barn i åtta års ålder är medvetna om reklamens framställning av könroller och hur man på ett pedagogiskt sätt kan ge barn verktyg att kritiskt granska medier, framför allt reklamen.   En av frågorna som har ställts är: Kan barn i åtta års ålder utläsa specifika könsroller i en reklambild? Genom studier av tidigare forskning och den genomförda undersökningen har författaren sökt svar på frågorna.   I resultatet kan man utläsa att respondenterna i studien hade svårt att se könsrollerna och se till reklambildens bakomliggande budskap. Det är viktigt att lära sig mer om media och reklam i tidiga åldrar för att kritiskt kunna granska dess budskap.

Clara Wieck Schumann sits at a particularly thorny juncture in musicological scholarship, as her career mirrors a period of nineteenth-century transformative social and musical change. The concept of public and private spaces came to be codified, and women's musical interactions, somewhat unsurprisingly, followed suit. In accordance with the now bourgeois concerns for social cultivation and primacy, concert structures were destabilized, programs moved away from an emphasis on miscellany, virtuosity was soundly rejected, and serious musical efforts came to dominate critical inquiry and commentary. The philosophy of Romantic listening hinged on the primacy of absolute, "serious" musics and, similar to the morals of the public bourgeoisie, privileged "masculine" expression. Within these strictures, a female pianist developed into the preeminent symbol for all that was ideal in the public piano recital. Clara Schumann has, for scholars of nineteenth-century music, come to embody the serious music aesthetic: whether it be through her role as interpreter, more homogeneous recital structuring, or allegiance to the goals of transcendental listening, she remains a figure who performed out of duty to her higher, artistic "calling." Nevertheless, scholars have rarely attempted to consider how, in a restrictive gender society, Clara was able to maintain such a successful and highly respected public career. My dissertation seeks to tease out the dynamics of Clara Schumann's reception, in order to elucidate ways she, as a woman, was able to perform in this preeminent public space, and, in fact, embolden (rather than degrade) the ascendancy of the masculine. With a career spanning some 60 years, Clara's 794 German concerts allow us a window into the complex negotiations that permeated her public performances and celebrated personality. For the first time in English translation, Appendix I gives a complete listing of Clara's programming in Germany and Vienna. By considering a wide range of sources--visual images, concert reviews, and programs--I hope to unearth ways that Clara, while challenging the hegemony of the male pianist, nonetheless continued to entrench the mores of the musical masculine to an even greater degree. / text

The following project serves to question the effects of capitalism upon modes of eroticism, misogyny and sexism by focusing upon the black masculine female (butch/stud) within Street Lit. Chapter one defines Street Lit, its importance, and Trick(Ster)ing as a concept. Chapter 2 is a close analysis of two primary texts utilizing Trick(Ster)ing as a method of survival and resistance in a capitalist society. The final chapter discusses the relationship between black female masculinity and misogyny. / text

<p>The aim of the study was to develop an understanding of how adolescent South African girls in institutional care perceive their female gender role, in the past, the present and future.</p><p>The research question was: How do adolescent girls living in institutional care in South Africa perceive their female gender role in the past, the present and future? A mixed design, a combination of qualitative and quantitative methods, was used in order to answer the research question. The quantitative part of the study consisted of a questionnaire, and the qualitative part of the study contained seven interviews. To interpret the analyzed data a theoretical framework was used, consisting of the theory of social constructionism and gender theory. The final result of the quantitative and the quantitative parts of the study showed that the perception of the female gender role among the respondents is more stereotyped/ traditional when it comes to the area of relationships and sexuality, but more equal in the field of future occupation and the professional role. The result shows that a majority of the respondents have one view of gender roles in general, a more traditional picture of how things are supposed to be, and another, less conservative when they express their own desires of how they want their future life and household.</p>

Syftet med denna studie var att undersöka hur genus skapas och upprätthålls hos barn i ung ålder som går i förskolan. Vi har valt att fokusera på två olika förskoleavdelningar för att analysera hur personalen talar med barnen, men även hur barnen kommunicerar i leken. Två avdelningar på samma förskola, som arbetar med barn i åldrarna tre till fem år, observerades och intervjuer utfördes med fyra förskolepersonaler. De centrala delarna i undersökningen är hur det biologiska könet upprätthåller könsrollerna, och den konflikt som då uppstår mellan de olikheter som det biologiska könet bär med sig och arbetet kring könsneutraliseringen. Undersökningen syftar även på hur pojkar och flickor kategoriseras in i olika roller och hur dessa isärhålls och hur ojämlikheten upprätthålls, men också hur den hierarkiska ordningen ser ut samt om dessa stereotypa könsroller går att motverka. En slutsats som kunde dras av studien var att personalen ville ha en jämställd avdelning, vilket endast har uppnåtts till en viss del. Detta visar på att de stereotypiska könsrollerna fortfarande exiserar i förskolans miljö och att det finns svårigheter med att ta sig ur och motverka dessa. I diskussionen tas problematiken upp angående dubbelheten mellan att bemöta könen utifrån deras biologiska skillnader och behandla pojkar och flickor lika. Det blir även tydligt hur dessa två tankesätt kan användas i förskolan liksom i det sociala arbetet. / The purpose of this study was to examine how gender is created and maintained among children at a young age who attend preschool. We have chosen to focus on two different departments, at the same preschool, to analyze how the staff is talking to the children, but also how the children communicates while they are playing. The two departments are working with children aged three to five years. We observed the departments and performed interviews with four staff members. The most essential in this study is to show how the biological sex sustains gender roles, and the conflict that arises between the differences that the biological sexes is carrying around and the work around gender neutralization. Also how boys and girls are categorized into different roles and how these are separated depending on the gender, and how inequality is maintained. But also to see what the hierarchy looks like and if these stereotypes can discourage. A conclusion that could be drawn from this study was how the staff wanted a gender equal department, and that they have partly achieved this. This indicates that the stereotypical gender roles still exists in the preschool environment and that it is very difficult to think and act gender neutral and counteract these gender roles. In the discussion it was brought up how the duality between treating the sexes by their biological differences or treating boys and girls the same can be problematic. It also becomes clear how these two ways of thinking can be used in preschools and in social work.

Lyčių vaidmenys yra svarbiausi kiekvieno žmogaus per gyvenimą atliekami vaidmenys. Jų yra mokomasi socializacijos proceso metu, kai veikiamas įvairių veiksnių individas suvokia, kas yra vyriška, o kas moteriška. Tai suvokdamas, individas suformuoja savo savivoką, kuri plečiant savo jau turimų žinių ribas keičiasi. Savivoką gali keisti daugelis veiksnių, tarp jų ir televizija. Darbo tikslas – išanalizuoti televizijos serialuose pateikiamų lyčių vaidmenų poveikį auditorijos lyčių savivokai. Siekiant įgyvendinti užsibrėžtą darbo tikslą, išsikeliami šie pagrindiniai uždaviniai: apibrėžti žmogaus savivokos sąvoką; atlikti procesų ir veiksnių, kurie formuoja lyčių vaidmenis analizę; išanalizuoti televizijos serialų paskirtį bei jų poveikį auditorijai; išanalizuoti televizijos serialuose pateikiamus lyčių vaidmenis; ištirti televizijos serialuose pateikiamų lyčių vaidmenų poveikį auditorijos savivokai. Naudojama literatūra, kuri skiriama į šias grupes: medžiaga, kurioje analizuojamas socializacijos procesas bei individo tapatybės formavimasis; lyčių vaidmenų analizei skirtos publikacijos bei tyrimai ir literatūra, kurioje analizuojamas televizijos serialų atsiradimas ir jų tolimesnis plitimas bei populiarumo priežastys. Išanalizavus literatūrą, atlikus televizijos serialų turinio analizę bei apklausą, prieita prie šių pagrindinių išvadų. Pirma: savivoka yra žmogaus savęs suvokimas ir turimos žinios apie save. Savivoka gali kisti priklausomai nuo to, kiek naujų žinių individas įgaus... [toliau žr. visą tekstą] / Gender roles are the most important roles in life of every human. They are learned in the socialization process under the influence of various factors which determine perception of what is masculine and what is feminine. In this way each individual forms his own self-perception, which is changing according boundaries of the knowledge. Self-percection can be alternated by a number of factors, including the television. Objective of this thesis- to analyze the impact of gender roles portrayed in television serials on gender perception of the audience. In order to achieve the stated objective, the following main tasks were set: to define the concept of human self-perception, to analyse the factors which influence gender roles, investigate television serials and their impact on the intended audience, explore gender role models portrayed in television serials and analyse their impact on gender perception of the audience. The literature used can be divided in the following categories: literature analyzing the process of socialization and formation of identity of the individual; research publications and literature analysing the occurrence and further spread of television serials and the reasons for their popularity. The analysis of literature, investigation of the television series and content analysis of the survey led to these conclusions. First: self-perception is self understanding of the humans and knowledge about themselves. Self-perception may alternate depending on the new... [to full text]

The concept of gender becomes significant when associated with variable and unpredictable effects of climate change. It is important to assess the linkages and outcomes between humans and their environment. I highlight the level of vulnerability and burdens on the different genders and discuss how these environmental influences are shifting what we will considered “traditional” social norms and responsibilities within rural households of Kenya and Tanzania. For agricultural and pastoral communities in eastern Africa, drought triggers many socio-economic alterations that lead to great shifts in traditional roles and daily duties especially for women. The key focus of this study relies on changing gender dynamics as a result of intensified and prolonged episodes of drought, considering male and female interactions and coping strategies. Using my case study of Ayalaliyo, Tanzania as a springboard, I will be analyzing women’s vulnerability, increased workloads, health implications, and alternative incomes as well as male disempowerment in the rural communities of Kenya and Tanzania. I aspire to find the connections between women and the environment and detect whether or not there have been similar changes in gender roles as a result of climatic changes throughout the rest of East Africa’s farming communities. I will be concluding by tying these effects to a more global perspective on the importance of gendering climate change adaptations.

Research indicates that women are more likely to experience depression than are men. The current study examined the effects of gender, socialized gender roles, rumination, and neuroticism on symptoms of depression in young adults. As predicted, rumination mediated the relationship between gender and depression, and socialized gender roles had a greater explanatory power for rumination, neuroticism, and depression than did gender. Contrary to predictions, rumination did not mediate neuroticism's effects on depression. Structural equation modeling reveled that rumination-on-sadness positively predicted neuroticism and depression. However, rumination-in-general, while positively predicting neuroticism, negatively predicted symptoms of depression. Finally, once socialized gender roles, rumination, and neuroticism were controlled, male gender was modestly predictive of depression.

In a traditional Middle Eastern society, men and women have been confined within society’s gender definitions. Those imposed social constructs condition men differently from women by dictating expected behaviors, establishing a hierarchy of gender positioning and enforcing definitions that limit abilities and potential. Based on postmodernist philosopher, feminist and social theorist, Simone de Beauvoir and postmodernist American philosopher and gender theorist Judith Butler, gender is not an inborn role, but rather created through stylized repetition of acts informed by society, named performative acts. For de Beauvoir and Butler, gender can never be a stable identity (Butler 1988). Informed by Butler’s phenomenological nature of gender constitution, this research explores the possibility of empowering Arab women in the workplace. Via an online platform called Kooni, the design aims to help women rethink the nature of gender and gender roles in the workplace and introduces the concept of performative acts as a role playing mechanism to induce change.