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.

The purpose of the current study was to explore whether personality dispositions can influence perceived physical appearance. Past research demonstrates that gendered and non-gendered characteristics lead to differential preferences for potential romantic interests among males and females (e.g., Cash & Smith, 1982). These previous studies have not, however, measured direct influence on pulchritude. In the present study, gendered and non-gendered personality descriptions were paired with pictures of average-looking individuals of both sexes to determine the influence of gender roles on perceived physical attractiveness. I hypothesized that males would find androgynous females more physically attractive than gender-typed and non-gender typed females. Similarly, females would find androgynous males more physically attractive than gender-typed and non-gender typed males. Findings indicated that feminine and androgynous personalities significantly increased perceived physical attractiveness of target females for the male participants, whereas undifferentiated and masculine roles significantly decreased perceived physical attractiveness of target males for female participants. Target photographs accompanied by feminine personality descriptions were rated the highest in overall desirability by both sexes.

The present Ph.D. dissertation proceeds from poetry on the theme of the Virgin Mary which blossomed for several decades during the Romantic era and is dedicated to the use of its virgin and maternal themes in the work of C.J.L. Almqvist and P.D.A. Atterbom. The first chapter discusses Almqvist's description of the perfect complementary unity of male and female - and divine and human - in his juvenile work Murnis (1819). In this sexually explicit work, theology and religious experience is eroticized while sexuality is sacralized. In Amorina (1822), a burgeoning transformation of Almqvist's "wholeness" vision can be observed. While wholeness can only be achieved through the perfect union of man and woman in Murnis, Amorina emerges as a perfect figure in and of herself. In the second chapter, the figure of Tintomara in Drottningens juvelsmycke (1835) is analyzed. In this novel, the dream of the merging of "twoness" into "oneness" seems to have been abandoned in favour of an experiment, wherein the unity of masculinity and femininity is realized in one single individual, the androgynous Tintomara. Despite the fact that the novel's androgynous idea is formulated with direct reference to Plato's Symposium, the significance of Jakob Böhme's speculations on androgyny are also emphasized here. The third chapter deals with the poetry about Mary written by Almqvist, especially Isidoros av Tadmor and Marjam (1839). Almqvist's image of Mary is characterized in terms of "perfection" and "complexity". In Marjam, this complexity is expressed both through the drama's upholding of the paradoxical content of the dogma of the Virgin Mary and the main theme of the double drama, the tension between the earthly and the eschatological family. The fourth and fifth chapters of this dissertation are dedicated to the maternal theme in the work of P.D.A. Atterbom. I proceed from the hypothesis that the transformations which the figure of Mary undergoes reflect a tension between Romantic syncretism and classic Christianity. I analyze four texts by Atterbom in which this conflict is particularly apparent. In Atterbom's prose draft for his fairy play Fågel blå (1818), as in his sonnets dedicated to Mary (1817-18), I discern a shift away from Romantic syncretism and toward more Biblical patterns. In the fairy play Lycksalighetens ö (1824-27), this tension emerges anew in the two Nyx epiphanies in the piece. The elegy "Ave Maria" (1831) comprises the clearest example of the shift in Atterbom's writing toward classical Mariology. In the conclusion, Almqvist's and Atterbom's respective thematic use of Mary - where she is portrayed as a complex, transgressive figure - is contrasted with an early example of Swedish Biedermeier poetry, Carl von Zeipel's "Jesus Christus. Evangeliska romanser" (1822), where Mary is placed in the context of the little, idyllic family. / digitalisering@umu

Tem-se como objetivo nesta tese identificar e analisar os estereótipos de masculinidades e feminilidades nomeados pelos gestores do Tribunal de Justiça de Rondônia e as implicações desses no exercício da liderança. Consiste em uma pesquisa qualitativa com gestores e gestoras vinculados ao Tribunal de Justiça de Rondônia, onde se buscou identificar e descrever, a partir da dinâmica das relações de gênero, como os gestores percepcionam os significados de liderança e como a vivenciam em sua rotina de trabalho. Os dados coletados foram organizados por meio do método de análise de conteúdo. O marco teórico de referência envolve a teoria do papel social (EAGLY e KARAU, 1991) e a teoria da androginia psicológica (BEM, 1975, 1981). O cenário no qual as organizações do trabalho em sua maioria são estereotipadas como um espaço eminentemente masculino aguça o interesse dos pesquisadores sobre a questão de como a minoria feminina que alcançou cargos de liderança a conduz e se percebe como líderes e sobre as diferenças destas perspectivas com relação aos homens, o que leva ao exame do controvertido tema sobre a existência de diferenças de estilos de liderança entre os gêneros. Buscou-se compreender também como se manifestam os estereótipos de masculinidade e feminilidade entre os líderes, os significados atribuídos à liderança sob a lente do gênero e os atribuídos considerados pertinentes às lideranças masculina e feminina. Neste sentido, os estereótipos de liderança engendrados na organização, estão associados à expressividade e à instrumentalidade, mas esses atributos não estão localizados no âmbito específico da feminilidade e da masculinidade, respectivamente. São subjetivações, que não implica uma posse, mas uma produção incessante que acontece a partir dos encontros vivenciado com o outro (GUATTARI e ROLNIK, 1996). Mesmo que uma minoria dos gestores reporte-se à heteronormatividade dos papéis de gênero na liderança, a maioria reporta-se a uma perspectiva andrógina que concerne a níveis ou campos variados. Esta androginia, apesar de ser localmente situada, apresenta pontos comuns com a androginia apontada pelos autores, referentes à multidimensionalidade dos papéis de gênero no que diz respeito à análise dos conceitos de masculinidade e feminilidade que possibilita uma variedade de comportamentos individuais por parte do homem e da mulher. / This thesis aims to identify and analyze the stereotypes of masculinity and femininity managers named by the managers of Rondônia Court of Justice and their implications for the exercise of leadership. It consists of a qualitative survey conducted among managers and manageresses attached to the Rondônia Court of Justice, in which we sought to identify and describe, based on the dynamics of gender relations, how managers perceive the meanings of leadership and how they live them in their daily work routine. The data collected were organized using the content analysis method. The theoretical reference involves social role theory (EAGLY and KARAU, 1991) and the theory of psychological androgyny (BEM, 1975, 1981). The scenario in which labor organizations are, for the most part, stereotyped as a predominantly masculine spaces sharpens the interest of researchers regarding the question of how the minority of women who have achieved positions of leadership conduct and perceive themselves as leaders and on the differences of those perspectives when compared to men, which leads to the examination of the controversial issue of the existence of differences in leadership styles between genders. An attempt is also made to understand how the stereotypes of masculinity and femininity are manifested among leaders, the meanings attributed to leadership through the lens of gender and the attributes considered relevant to male and female leaders. In this sense, the leadership stereotypes engendered in the organization are associated with expressiveness and instrumentality, but these attributes are not located in the specific context of femininity and masculinity, respectively. They are subjectivities, which does not imply possession, but a ceaseless production that arises from encounters experienced with the other (GUATTARI and ROLNIK, 1996). Even though a minority of managers reports the heteronormativity of gender roles in leadership, the majority refers to androgynous perspective that concerns the varied levels or fields. This androgyny, despite being locally situated, has commonalities with the androgyny highlighted by the authors, concerning the multidimensionality of gender roles with regard to the analysis of the concepts of masculinity and femininity that enables a variety of individual behaviors on the part of the man and the woman.

Tem-se como objetivo nesta tese identificar e analisar os estereótipos de masculinidades e feminilidades nomeados pelos gestores do Tribunal de Justiça de Rondônia e as implicações desses no exercício da liderança. Consiste em uma pesquisa qualitativa com gestores e gestoras vinculados ao Tribunal de Justiça de Rondônia, onde se buscou identificar e descrever, a partir da dinâmica das relações de gênero, como os gestores percepcionam os significados de liderança e como a vivenciam em sua rotina de trabalho. Os dados coletados foram organizados por meio do método de análise de conteúdo. O marco teórico de referência envolve a teoria do papel social (EAGLY e KARAU, 1991) e a teoria da androginia psicológica (BEM, 1975, 1981). O cenário no qual as organizações do trabalho em sua maioria são estereotipadas como um espaço eminentemente masculino aguça o interesse dos pesquisadores sobre a questão de como a minoria feminina que alcançou cargos de liderança a conduz e se percebe como líderes e sobre as diferenças destas perspectivas com relação aos homens, o que leva ao exame do controvertido tema sobre a existência de diferenças de estilos de liderança entre os gêneros. Buscou-se compreender também como se manifestam os estereótipos de masculinidade e feminilidade entre os líderes, os significados atribuídos à liderança sob a lente do gênero e os atribuídos considerados pertinentes às lideranças masculina e feminina. Neste sentido, os estereótipos de liderança engendrados na organização, estão associados à expressividade e à instrumentalidade, mas esses atributos não estão localizados no âmbito específico da feminilidade e da masculinidade, respectivamente. São subjetivações, que não implica uma posse, mas uma produção incessante que acontece a partir dos encontros vivenciado com o outro (GUATTARI e ROLNIK, 1996). Mesmo que uma minoria dos gestores reporte-se à heteronormatividade dos papéis de gênero na liderança, a maioria reporta-se a uma perspectiva andrógina que concerne a níveis ou campos variados. Esta androginia, apesar de ser localmente situada, apresenta pontos comuns com a androginia apontada pelos autores, referentes à multidimensionalidade dos papéis de gênero no que diz respeito à análise dos conceitos de masculinidade e feminilidade que possibilita uma variedade de comportamentos individuais por parte do homem e da mulher. / This thesis aims to identify and analyze the stereotypes of masculinity and femininity managers named by the managers of Rondônia Court of Justice and their implications for the exercise of leadership. It consists of a qualitative survey conducted among managers and manageresses attached to the Rondônia Court of Justice, in which we sought to identify and describe, based on the dynamics of gender relations, how managers perceive the meanings of leadership and how they live them in their daily work routine. The data collected were organized using the content analysis method. The theoretical reference involves social role theory (EAGLY and KARAU, 1991) and the theory of psychological androgyny (BEM, 1975, 1981). The scenario in which labor organizations are, for the most part, stereotyped as a predominantly masculine spaces sharpens the interest of researchers regarding the question of how the minority of women who have achieved positions of leadership conduct and perceive themselves as leaders and on the differences of those perspectives when compared to men, which leads to the examination of the controversial issue of the existence of differences in leadership styles between genders. An attempt is also made to understand how the stereotypes of masculinity and femininity are manifested among leaders, the meanings attributed to leadership through the lens of gender and the attributes considered relevant to male and female leaders. In this sense, the leadership stereotypes engendered in the organization are associated with expressiveness and instrumentality, but these attributes are not located in the specific context of femininity and masculinity, respectively. They are subjectivities, which does not imply possession, but a ceaseless production that arises from encounters experienced with the other (GUATTARI and ROLNIK, 1996). Even though a minority of managers reports the heteronormativity of gender roles in leadership, the majority refers to androgynous perspective that concerns the varied levels or fields. This androgyny, despite being locally situated, has commonalities with the androgyny highlighted by the authors, concerning the multidimensionality of gender roles with regard to the analysis of the concepts of masculinity and femininity that enables a variety of individual behaviors on the part of the man and the woman.

Tem-se como objetivo nesta tese identificar e analisar os estereótipos de masculinidades e feminilidades nomeados pelos gestores do Tribunal de Justiça de Rondônia e as implicações desses no exercício da liderança. Consiste em uma pesquisa qualitativa com gestores e gestoras vinculados ao Tribunal de Justiça de Rondônia, onde se buscou identificar e descrever, a partir da dinâmica das relações de gênero, como os gestores percepcionam os significados de liderança e como a vivenciam em sua rotina de trabalho. Os dados coletados foram organizados por meio do método de análise de conteúdo. O marco teórico de referência envolve a teoria do papel social (EAGLY e KARAU, 1991) e a teoria da androginia psicológica (BEM, 1975, 1981). O cenário no qual as organizações do trabalho em sua maioria são estereotipadas como um espaço eminentemente masculino aguça o interesse dos pesquisadores sobre a questão de como a minoria feminina que alcançou cargos de liderança a conduz e se percebe como líderes e sobre as diferenças destas perspectivas com relação aos homens, o que leva ao exame do controvertido tema sobre a existência de diferenças de estilos de liderança entre os gêneros. Buscou-se compreender também como se manifestam os estereótipos de masculinidade e feminilidade entre os líderes, os significados atribuídos à liderança sob a lente do gênero e os atribuídos considerados pertinentes às lideranças masculina e feminina. Neste sentido, os estereótipos de liderança engendrados na organização, estão associados à expressividade e à instrumentalidade, mas esses atributos não estão localizados no âmbito específico da feminilidade e da masculinidade, respectivamente. São subjetivações, que não implica uma posse, mas uma produção incessante que acontece a partir dos encontros vivenciado com o outro (GUATTARI e ROLNIK, 1996). Mesmo que uma minoria dos gestores reporte-se à heteronormatividade dos papéis de gênero na liderança, a maioria reporta-se a uma perspectiva andrógina que concerne a níveis ou campos variados. Esta androginia, apesar de ser localmente situada, apresenta pontos comuns com a androginia apontada pelos autores, referentes à multidimensionalidade dos papéis de gênero no que diz respeito à análise dos conceitos de masculinidade e feminilidade que possibilita uma variedade de comportamentos individuais por parte do homem e da mulher. / This thesis aims to identify and analyze the stereotypes of masculinity and femininity managers named by the managers of Rondônia Court of Justice and their implications for the exercise of leadership. It consists of a qualitative survey conducted among managers and manageresses attached to the Rondônia Court of Justice, in which we sought to identify and describe, based on the dynamics of gender relations, how managers perceive the meanings of leadership and how they live them in their daily work routine. The data collected were organized using the content analysis method. The theoretical reference involves social role theory (EAGLY and KARAU, 1991) and the theory of psychological androgyny (BEM, 1975, 1981). The scenario in which labor organizations are, for the most part, stereotyped as a predominantly masculine spaces sharpens the interest of researchers regarding the question of how the minority of women who have achieved positions of leadership conduct and perceive themselves as leaders and on the differences of those perspectives when compared to men, which leads to the examination of the controversial issue of the existence of differences in leadership styles between genders. An attempt is also made to understand how the stereotypes of masculinity and femininity are manifested among leaders, the meanings attributed to leadership through the lens of gender and the attributes considered relevant to male and female leaders. In this sense, the leadership stereotypes engendered in the organization are associated with expressiveness and instrumentality, but these attributes are not located in the specific context of femininity and masculinity, respectively. They are subjectivities, which does not imply possession, but a ceaseless production that arises from encounters experienced with the other (GUATTARI and ROLNIK, 1996). Even though a minority of managers reports the heteronormativity of gender roles in leadership, the majority refers to androgynous perspective that concerns the varied levels or fields. This androgyny, despite being locally situated, has commonalities with the androgyny highlighted by the authors, concerning the multidimensionality of gender roles with regard to the analysis of the concepts of masculinity and femininity that enables a variety of individual behaviors on the part of the man and the woman.

A lo largo de las últimas décadas se ha escrito mucho acerca de los estilos de liderazgo que tienen tanto hombres como mujeres y el cómo estos van adquiriendo distintos matices con el pasar de los años y las nuevas generaciones. En este documento se realizará una breve descripción de los conceptos relacionados a los roles de género y liderazgo, así como los estereotipos vinculados a ellos. Además se abordará acerca de la brecha de género que se presenta en el liderazgo organizacional y las iniciativas o medidas que se están adoptando en los últimos años para contrarrestar aquellas desigualdades. Asimismo, en el presente trabajo se conocerán de manera sintetizada las posiciones que sostienen que el estilo de liderazgo está influenciado por el género, como aquellas que afirman que son variables independientes. No hay acuerdo respecto a que exista un estilo definido de liderazgo según el género de procedencia. Incluso, de acuerdo a investigaciones de los últimos años ha surgido una manera de liderar que adopta rasgos estereotipados de ambos géneros: el liderazgo andrógino. Sin embargo, la influencia del género en el estilo de liderazgo podría estar dada por los estereotipos de género, que aún persisten, los cuales regularían la conducta y el estilo de gestión de los líderes. / Over the last few decades much has been written about the leadership styles of both men and women and how they acquire different nuances over the years and with the passing of new generations. This document will briefly describe the concepts related to gender and leadership roles, as well as the stereotypes associated with them. It will also address the gender gap in organizational leadership and the initiatives or measures that have been taken in recent years to counter those inequalities. Likewise, in this paper we will synthesize the positions that maintain that leadership style is influenced by gender, as well as those that affirm that they are independent variables. There is no agreement that there is a defined style of leadership according to the gender of origin. In fact, according to research in recent years, a way of leading has emerged that adopts stereotypical features of both genders: androgynous leadership. However, the influence of gender on leadership style could be given by gender stereotypes, which still persist, which would regulate the behaviour and management style of leaders. / Trabajo de Suficiencia Profesional

Syfte: Syftet med studien är att ur anställdas perspektiv få en ökad förståelse för hur kvinnor och män som transformativa ledare använder inspirerande motivation, för att sedan kunna undersöka om könet på ledaren är av betydelse. Metod: Studien utgår från en kvalitativ metod med semistrukturerade intervjuer. Intervjuerna genomfördes på två större företag med sammanlagt 10 intervjupersoner. Det insamlade materialet har analyserats med hjälp av en tematisk analys. Resultat & slutsats: Resultatet av studien visar de egenskaper och karaktärsdrag som ledarna har vilka de anställda beskriver vara motivationshöjande. Respondenterna är överens om att ledarnas positivitet, deras optimistiska syn samt deras engagemang påverkar de anställdas motivation på arbetet. Studien visar att det inte finns någon betydande skillnad beroende på om ledaren är en kvinna eller en man i utövandet av delen inspirerande motivation. Förslag till fortsatt forskning: Då flertalet respondenter ansåg att ledarens erfarenhet var av betydelse och inte ledarens kön föreslår vi att fortsatta studier kan jämföra erfarna och oerfarna ledare. Det kan vara av intresse att undersöka om det finns olikheter i delen inspirerande motivation i det transformativa ledarskapet beroende på ledarens ålder och erfarenhet. Fortsatt forskning skulle även kunna innebära en mer omfattande studie för att få en bekräftelse på våra slutsatser. Studien genomfördes på två företag som arbetar med kundservice och det vore därför intressant att studera hur transformativa ledare använder sig av den inspirerande motivationen i andra branscher för att finna eventuella likheter eller olikheter. Uppsatsens bidrag: Studien har genomförts på två företag där de transformativa ledarna varit en kvinna och en man, vilket bidrar till den befintliga forskningen om könets betydelse i det transformativa ledarskapet. Vi menar också att studien bidrar till teorin då vi har uppmärksammat och studerat kvinnliga och manliga egenskaper och karaktärsdrag som påverkar de anställdas motivation. Att studien visar de ledarskapsbeteenden som de anställda önskar menar vi ger ett bidrag till att utveckla både befintliga och potentiella ledare i företag och organisationer. / Aim:The aim of the study is, from the employee’s perspective, to achieve a better understanding of how women and men as transformational leaders are using inspirational motivation, to discern whether the leader’s gender is of significance. Method:The study is based on a qualitative approach. In the study we have conducted semi-structured interviews at two major companies with a total of 10 interviewees. We analyzed our material using a thematic analysis. Result & Conclusions: The result of the study shows the characteristics and traits that leaders have which the employees are describing as motivational. The respondents agree that leaders positivity, their optimistic view, as well as their dedication affect employee motivation at work. The study shows that there is no significant difference depending on the gender of the leader in the performance of the area inspirational motivation. Suggestions for future research: As the majority of respondents felt that the manager's experience was of importance and not the leader's sex, we suggest that further studies compare the experienced and inexperienced leader. It may be of interest to investigate whether there are differences in the dimension inspirational motivation in transformationalleadership depending on the leader's age and experience. Further research couldalso lead to a more extensive study in order to receive a confirmation of our conclusions. The study was conducted in two companies working with customer service and it would be interesting to study how transformationalleaders use the inspirational motivation in other industries to find any similarities or differences. Contribution of the thesis: The study was conducted at two companies where the transformationalleaders was a woman and a man, which contributes to the existing research on the significance of gender in the transformationalleadership. We also believe that the study contributes to the theory, as we have noticed and studied male and female characteristics and traits that affect employee motivation. That the study shows the leadership behaviors that are of employees’ wishes is according to us a contribution to the development of both existing as well as potential leaders in companies and organizations.

No description available.

<p>Manlighet och känslor är, historiskt sett, två sällan sammankopplade fenomen. Mannen har i stor utsträckning setts som den rationella och känslokalla av de två könen. Manlighetsidealet håller dock på att förändras och både forskning och mina informanter menar att mannen idag tillåts visa känslor i mycket större utsträckning än vad som var tillåtet i det manlighetsideal som fanns förr. I Sverige verkar det som att vi numera har androgynatet som dominerande patriarkatfas, vilket innebär mer jämlikhet och individualism. Detta verkar innebära mer frihet för mannen att välja vilka delar av manlighetsidealet han ska internalisera i sitt liv. Utifrån mina informanters resonemang bedömer jag att det rådande manlighetsidealen för dem i stor utsträckning är en medveten man som har kontakt med sitt känsloliv och kan vara sig själv.</p> / <p>Masculinity and emotions is a rarely combined phenomenon, at least historically speaking. Men have to a large extent been seen as the rational and unemotional of the two sexes. The ideal masculinity is about too change though and both research and my informants claim that men today are allowed to show more emotions than was allowed in the ideal masculinity in the past. In Sweden it seems that we nowadays live in a context with an androgynous direction of patriarchy, which means more equality between men and women and more individualism. This seems too imply that men have more freedom to choose which part of the ideal masculinity they want to internalize in their lives. I estimate from my informants point of view that the current ideal masculinities for them is a conscious man that are connected with his emotions and that could just be him self.</p>