Includes bibliographical references / Gender identification behaviour has altered drastically within the last decade. Consequently, there has been a noteworthy rise in the amount of androgynous individuals. Gender identity congruity theory posits that individuals display more favourable behavioural outcomes towards brands that possess similar images or identities to their own. Further, contemporary consumers express their identities via their brand choices. Thus, there is a strong implication that introducing an androgynous brand could prove to be a lucrative strategy for marketers. However, gendering brands as either masculine or feminine prevails as the most commonly employed strategy to differentiate a brand and appeal to target audiences. Introducing androgynous brands through a brand extension could prove to be less risky and costly than introducing such a brand as a novel, stand-alone offering. This study examined gender identity's potential influence on the evaluation of an androgynous brand extension. Further, it investigated the potential influence of three key factors on this central relationship: self-concept, product category and the gender of the parent brand. With regard to these moderators, it was posited that first, if the brand's image aligned with one's self-concept the evaluation of the androgynous brand extension would be more favourable. Distinction was made between actual and ideal self-concept. Second, a distinction could be made between functional and symbolic product categories with regards to the influence that gender identity exerted on brand extension evaluation. And third, that the gender of the parent brand would influence the evaluation of the androgynous brand extension. Subsequently, a 2 x 2 factorial design experiment was administered to a quota-controlled non-probability sample of Generation Y consumers. The findings demonstrated that gender identity influences the evaluation of an androgynous brand extension. Furthermore, self-concept moderated this relationship between gender identity and brand extension evaluation. The product category wherein the androgynous brand extension was implemented was evidenced to affect individuals' evaluation of the brand extension, with the one introduced in the symbolic product category receiving more favourable evaluations than the extension introduced in the functional category. The gender of the parent brand exerted no influence on brand extension evaluation, where androgynous brand extensions from both feminine and masculine parent brands were evaluated similarly. Self-concept also exerted an effect on brand extension evaluation, with ideal self-concept exerting a stronger influence than actual self-concept. Lastly, individuals were shown to prefer an androgynous brand to a masculine or feminine one. The principal inference resulting from this research is that marketers should strongly consider introducing an androgynous brand extension should they possess a feminine masculine brand within the clothing, deodorant, or similar products categories. Respondents evaluated the androgynous brand extension favourably across both assessed product categories and regardless of whether the brand extension was introduced from a masculine or feminine parent brand. This was observed for all gender identity segments. It is imperative that managers take gender identity and self-concept into account as these identity aspects exert noteworthy influences on individuals' consumption behaviours. However, managers should take note of the evidenced interaction between gender identity and self-concept. Where individuals perceive there to be a high level of congruence between their self-concept and the androgynous brand extension, individuals with high levels of masculinity should not be targeted as they displayed negative evaluations of the brand extension.

Currently, sexual assault is characterized as the primary threat to women’s safety on university campuses. Accordingly, many post-secondary institutions in Canada have developed specialized policies, resources, and prevention strategies to address this form of gendered violence. Although a serious concern, the narrow focus ignores university students’ vulnerability to multiple other forms of gendered violence, including intimate partner violence (IPV). In an effort to address this neglected topic, this thesis explores the way five university students experienced and navigated IPV. Adopting an intersectional lens informed by feminist work on gender roles, gendered expectations, and sexual scripts as well as Pierre Bourdieu’s work on class, this thesis examines how gender oppression and class privilege intersect to create unique experiences of IPV for university students. To that end five semi-structured interviews were conducted with women who suffered psychological, physical, sexual, and/or financial abuse while in university. The interviews facilitated open and honest dialogue whilst providing this research project with valuable insight into how IPV plays out among class privileged university students. The thesis concludes that although the participants are oppressed in terms of gender (and susceptible to IPV on this basis) their class privilege also conditioned their experiences of IPV. While affording them access to social and economic resources, the disjuncture between their self-identity as educated, smart, and independent women inhibited their ability to accept their identity as victims; as a result, the participants struggled to disclose, seek help, and address the abuse.

Previous research has shown a difference on the athletes’ portrayal based on gendered language use on television broadcasting of sporting events. A content analysis on the 2018 Tennis US Open Championship Weekend for both men’s and women’s tennis matches explains the structure of the broadcasting commentating done by the network that has the rights to this tournament. The study looks at different categories of the content of the comments and the descriptors that are used to refer to both female and male athletes. Framing and priming theories were the theoretical frameworks for this study. Findings revealed no significant change was observed with athletic skill and strategy-based comments for either gender. The findings also showed that descriptors related to emotionality were more common in the commentary with women.

<p>This study addressed the use and perception of Japanese self-reference terms for Japanese native speakers and second language (L2) learners of Japanese. Participants completed a Discourse Completion Task (DCT) and a Felicity Judgment Task (FJT) for quantitative analysis. Individual follow-up interviews were also conducted, which provided additional insight into native speakers’ and learners’ understandings of the uses of self-reference terms in Japanese. The results indicated that overall Japanese native speakers employed different self-reference terms depending on gender (of the speaker and listener), power differences, and situational formality. While some of the findings related to Japanese native speakers’ use and perception of self-reference terms align with previous studies, such as the use of the self-reference term <i>watashi</i> when speaking with higher power listeners (e.g., Ide, 1990b), there were new findings regarding the usage of other self-reference terms including <i>ore</i>, <i>jibun</i>, and <i>uchi</i>.</p><p> </p><p><br></p><p>This study also investigated the effect of a pedagogical intervention for L2 learners focused on Japanese self-reference terms. In addition to the DCT and FJT (as pre, post, and delayed post-test) and individual follow-up interviews, L2 learners also participated in a myriad of other classroom intervention activities within a learners-as-researchers framework (e.g., Tanaka, 1997; Ishihara, 2006) about Japanese self-reference terms (e.g., blog entries, interviews with Japanese native speakers). The L2 DCT and FJT results indicated that before the pedagogical intervention, L2 learners relied heavily on <i>watashi </i>while neglecting other self-reference options compared to Japanese native speakers. After the intervention, L2 learners were able to employ a broader range of self-reference terms (e.g., <i>ore</i>, <i>boku, atashi</i>). This indicates that the intervention helped facilitate L2 learners’ pragmatic competence with self-reference terms. The analysis of L2 usage of self-reference terms in blog entries and individual interviews with learners indicated that some learners employed different self-reference terms without resistance, while others displayed a stronger resistance to using new self-reference terms. Some learners overcame this resistance over the course of the semester, while others stayed with <i>watashi</i> until the end of the semester. Collectively, the results indicate development in pragmatic competence and also various developmental trajectories for different learners.</p><p><br></p>

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This Master’s thesis explores the intersection of powers that create (in)secure female migration to Lebanon. It contributes to a growing literature corpus about the lives of women, originating from South/ South-East Asia and Sub-Saharan Africa, who migrate to Lebanon to work in the domestic work sector. Ongoing exploitations of migrant domestic workers (MDWs) under Lebanon’s migration regime, the kafala system, have been documented in detail. Yet, the question about which overlapping powers actually shape the migratory experience of MDWs calls for closer inspection – especially in light of previous unidirectional analyses that seem to obscure the intersectional experiences of migrant women. By uncovering intersecting systems of domination and subordination, this analysis aims to deconstruct oppressive powers and to answer the research question about which powers create (in)secure female migration to Lebanon. This objective is approached through ethnographic-qualitative methods of semi-structured interviewing and participant observation during a seven-week field research in Lebanon. Data contributed by research participants, i.e. MDWs themselves and individuals that have experience in supporting them, are analyzed through an intersectional lens that acknowledges the multifacetedness of MDWs as social beings comprised of overlapping and intersecting dynamic facets. This analysis argues for multiple levels and layers that create an enmeshed web of interacting categories, processes and systems that render female migration insecure. Detected underlying powers range from global forces over specific migration regulations to societal structures that are based on sexism, racism, cultural othering and class differences - amongst others. These forces are impossible to deconstruct in isolation because they function through each other. Their multilevel intersections lead to power imbalances between worker and employer, isolation and invisibility of the former on several levels as well as the commodification, dehumanization and mobility limitations of MDWs. Yet, female labor migrants counter these intersecting powers through creative and dynamic acts of resistance and self-empowerment and, thus, prove that the dismantling of overlapping oppressions calls for intersecting multilevel deconstructions.

This research examines the new social media site, Pinterest, to uncover the processes through which mothers construct self- and public-identities. Despite being valued at over $3.8 billion dollars (Perez 2013), having an impressive user retention rate (Moore 2014), and having a highly gendered user base (Tekobbe 2013), Pinterest has been the site of limited sociological inquiry. Seventeen semi-structured qualitative interviews on mothering and Pinterest use were conducted with central Florida mothers who have a Pinterest account and at least one child between 6 months and 10 years old. Through analysis based in a grounded theory approach, three central themes emerged from the data: (1) mothers negotiate motherhood ideals, perpetuated through Pinterest, through drawing on gendered ideologies; (2) mothers' use of Pinterest both supports and impairs construction of positive self-identities, complexly overlapping with concerns of technology overuse; and (3) the compartmentalized nature of Pinterest facilitates the activation of multiple identities which allow 'escapes' from the pressures of motherhood and everyday responsibilities. Insights derived from this research can also be helpful in explaining the overlaps between online and offline identities, how women manage motherhood ideals, and the compartmentalization of self-identities.

Thesis advisor: Janet E. Helms / Due to the intersection of their race and gender categories, with one (race) being marginalized and the other (gender) being privileged, men of color have unique experiences of gendered racism, defined as the ways in which racist incidents are focused specifically on their race-gender categorization. Research has shown that gendered racist experiences are related to worse mental health outcomes in men of color. However, it is not known how men of color’s understanding of themselves, as both people of color and men, interacts with the relationships between their gendered racist experiences and mental health. Therefore, the purpose of the current study was to explore men of color’s racial and maleness identities in relation to their mental health and gendered racist experiences.Adult men of color (N = 195) were invited to complete measures that assessed gendered racist experiences (Everyday Discrimination Scale), racial identity (People of color Racial Identity Attitudes Scale), maleness identity (Maleness Identity Attitudes Scale), and psychological distress and wellbeing as mental health outcomes (Mental Health Inventory). Multivariate regression analyses revealed that more experiences of gendered racism were related to higher levels of psychological distress, but were not related to psychological wellbeing. Simple linear moderation analyses indicated that racial identity moderated the relationship between gendered racist experiences and psychological distress, while maleness identity moderated the relationship between gendered racist experiences and psychological wellbeing, in some instances. Moderated moderation analyses indicated that the interaction between racial and maleness identities did not moderate the relationship between experiences with gendered racism and mental health in most instances. Collectively, the results indicate that the ways in which men of color make sense of themselves as people of color and men, independently, have implications for how gendered racist experiences relate to their mental health. However, results did not paint a clear picture of how men of color’s conceptualizations of themselves as both people of color and men relates to their experiences of gendered racism and mental health. Limitations, including the availability of measures for assessing men of color’s identities holistically rather than independently, are addressed. Implications of the results for intersectionality theory and research, practice, and lay men are discussed. / Thesis (PhD) — Boston College, 2022. / Submitted to: Boston College. Lynch School of Education. / Discipline: Counseling, Developmental and Educational Psychology.

This thesis addresses the persisting gendered division of parental leave in Sweden, where despite policies promoting equal sharing, women still take 70 % of the leave. Aiming to analyze what hinders and what enables equal division of parental leave, I conduct in-depth interviews with eight parents who equally share leave and six parents who do not. Thematic analysis is initially used to explore motivations for parental leave division. Subsequently, I use a theoretical framework focused on motherhood, fatherhood, and care ideals aiming to scrutinize how these ideals influence the division of parental leave. The equally sharing respondents constitute a unique group and by comparing their motivations to respondents who do not share equally, the study does not only generate knowledge about what hinders equal sharing of parental leave, but also highlights what enables it. This is important for gender equality in general and a clear political goal for Swedish family politics. The results indicate that the equally sharing group are guided by ideals of shared parenting, gender equality, and active involvement in both work and caregiving, emphasizing early bonding with both parents. In contrast, the non-equally sharing group, while expressing some desire for gender equality, leans towards more traditional motherhood ideals, legitimizing mothers' preferences for extended leave. Both groups share a commitment to involved fatherhood, but fathers in the non-equally sharing group encounter additional constraints tied to financial considerations and tend to perceive paternity leave as optional rather than obligatory.

ABSTRACT: Profoundly impactful and enduring, Joan Acker’s framework of gendering processes is among the most influential and highly cited in feminist organization studies. Nonetheless, it has been rarely applied, only partially so in the majority of cases and never operationalised fully in a union. This thesis applies the framework, operating through all five dimensions, to one atypical Australian union, having women in three of the most senior elected positions. It seeks to understand the gendering assumptions and practices that construct, maintain and frame the underlying relations in its structures. Voice centred relational analysis was used to examine life history interviews with women and men and my own in-depth ethnographic account of organizational life. The analysis suggests that the union was infused with a particularly authoritarian hegemonic masculinity but that this was hidden from public view. In this context, having women in senior positions worked to disguise continuing inequalities. The major contribution of this study is the in-depth understanding of gender in the context of an Australian union, through what is a rare and insightful application of Joan Acker’s framework for analysing gendered organizations in its entirety. / The full text will be available at the end of the embargo, 17th July 2024