Thesis (M.A.)--Georgia State University, 2005. / Title from title screen. Michelle Brattain, committee chair; Clifford Kuhn, committee member. Electronic text (158 p.) : digital, PDF file. Description based on contents viewed July 24, 2007. Includes bibliographical references (p. 142-158).

Thesis (M.A.)--Georgia State University, 2006. / Title from title screen. Michelle Brattain, committee chair; Charles Steffen, Hugh Hudson, committee members. Electronic text (113 p.) : digital, PDF file. Description based on contents viewed Aug. 2, 2007. Includes bibliographical references (p. 109-113).

This study examines the fight for equal rights by the female school teachers during the 1930s. The purpose of the study has been to analyze the strategy and arguments that the female teachers used and how they argued for the objective of equal rights. Their arguments were published in the female union newspaper, Lärarinneförbundet, and through the critical discourse analysis the questions, considering equal rights, have been selected and catego-rized. Prior research has been used to discuss and analyze the arguments. The female teacher’s counterpart were the male teachers, which had a higher position in the society through a higher pay and positions in the workforce. The arguments and strategies between the two unions will be analyzed through Hirdman’s theory about the gender contract and gender system. The main arguments in the conflict between the unions where about equal pay, married teachers right to work, upbringing and the capability of the genders. Both female and male teachers used different arguments which were established in their strategies. By analyzing the arguments with Hirdman’s gender system the strategies would appear. The male teacher’s strategy was to protect and maintain their superior status and position in the soci-ety. This was carried out by not allowing the female teachers the same rights and argue that they were less capable to work as teachers, because they were not as physical and mentally capable as the male teachers. The female teacher’s strategy was to achieve equal rights in society through minimizing the gender differences and reduce the male dominance. The female teachers emphasized the equality between the genders, instead of the differences, which the male teachers focused on. Though the strategies the female teachers tried to over-throw and break the gender contract and by that create a more equal society.

Situated within the larger scholarship on the women's liberation movement of the 1970s exists a body of literature that analyzes the rhetorical functions of pro- and anti- Equal Rights Amendment messages in relation to communication studies. Although limited in scope, this literature acknowledges the tremendous impact of Phyllis Schlafly's STOP ERA campaign in the prevention of the ratification and unratification of states. However, with the exception of a few theses and dissertations, a lion's share of published articles proclaim the STOP ERA and Schlafly herself to be predominantly negative and serve solely as prevailing threats to the women's movement. As a result, heterogeneous scholarship grounded in communication theory proves limited when applied to critical rhetorical analyses of anti-feminist rhetoric. Using Kenneth Burke's frames of acceptance and rejection as a perspective for rhetorical criticism, this thesis demonstrates how Schlafly's conservative ideals functioned rhetorically through acceptance-based frames in the past, and through rejection-based frames after the failed ERA ratification in 1982. In doing so, I provide today's scholars with an important body of knowledge to further examine the ERA debate and its influence on contemporary feminism. Until rhetoric is fully explored within the cultural and historical conditions distinctive to Schlafly's main speeches during the ERA debate, meaningful debate about the women's movement and feminism's current state is subject to remain truncated. / Master of Arts

Although previous scholars have addressed the legislative parameters of the Equal Rights Amendment debate in non-ratifying states, analysis of amendment supporters’ rhetoric has been limited. Examining the public and private writings of activists, This thesis presents the argument that pro-ERA coalitions in Georgia addressed the concerns of their opponents and developed rhetoric that deemphasized connections to the radical women’s liberation movement and argued that the ERA would enact legal, rather than social, change. While the educational materials produced by pro-ERA coalitions presented a logical analysis of the amendment’s legal ramifications, the personal discourse of Georgia activists presented an emotional defense of the amendment that has often been overlooked in previous studies.

Title from PDF of title page (University of Missouri--Columbia, viewed on Feb 17, 2010). The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Thesis advisor: Dr. Catherine Rymph. Includes bibliographical references.

Thesis (M.A.)--Bowling Green State University, 2006. / Document formatted into pages; contains vii, 99 p. Includes bibliographical references.

Date: 2022-06-01Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Enkhluun Enkhmandakh (93/02/20) Vanda Vlajkovic (94/09/16) Title: The Impact of FemvertisingSupervisor: Stylianos PapaioannouKeywords: Femvertising, CSR, equal rights, women empowerment, #LikeAGirl Research question: How has femvertising impacted corporate social responsibility? Purpose: The aim of the study is to describe and define the changes in P&G’sCSR strategy after their subsidiary’s successful #LikeAGirlfemvertising campaign. Further, explain the phenomenon of howf emvertising influenced the internal and external CSR activities of theircorporation. Method: The study was conducted through qualitative analysis on an abductiveapproach. The data has been collected based on literature reviews andtwo semi-structured interviews of one corporation that works towardscreating a global change in the world. Conclusion: The study has shown that the femvertising campaign #LikeAGirlsignificantly impacted P&G’s internal and external CSR activities.

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