Solicitud de envío manuscrito de artículo científico. / Los evidentes cambios sociales han hecho que las marcas desarrollen campañas publicitarias donde se desafían los estereotipos de género. Por eso, a través de un estudio de caso, este documento analizó, ¿cuáles son las percepciones de los hombres adultos jóvenes entre los 22 y 32 años residentes en Lima Oeste, sobre los roles de género tratados en el spot “Yo Nunca” de Pilsen Callao? Se contó con una muestra de 15 participantes hombres y se aplicó la técnica de recolección de datos a través de entrevistas semiestructuradas. Los resultados indicaron que, cuando una marca deja de utilizar los roles de género tradicionales en su publicidad y los reemplaza por mensajes de equidad, es percibido en un primer momento como un rasgo positivo. Sin embargo, esto estaría acompañado de desconfianza sobre los intereses comerciales que percibieron los participantes. Asimismo, se encontró que los entrevistados aceptaron que también tenían interiorizados los estereotipos de género, pero señalando que era un acto compartido con otras mujeres. / This article analyzes popular graphics in Lima, as a resource in brand strategy, and its link in the construction of the personality of a gastronomic brand, through a new visual identity based on elements of popular criolla culture. A qualitative methodology was used to analyze how the elements used in the blackboards build Panchita's identity, through the redefinition of its brand personality. Semi-structured interviews were carried out with 14 specialists in the case study, who understand the local context, its manifestations and cultural development, as well as the work team responsible for the brand strategy. The Panchita slates are made based on identity signs such as colorful fonts, phraseologies that start from the universe of criolla gastronomy, a support with a black background, that is, a construction of the popular graphic imaginary and the cultural essence of the diversity of Lima contemporary, that in its relationship with the brand personality strategy strengthen Panchita's brand personality. / Tesis

Magister Psychologiae - MPsych / Women’s roles in the workplace have increased but expectations within their family roles have not diminished. Work-family conflict (WFC) occurs when work and family roles are mutually incompatible in some respect. Mothers’ representations of their own particular personal contexts seem largely absent from the cultural iconography and so motivations for the study included bringing to light the phenomenological experiences of contemporary fulltime working mothers by developing a rich description of their lived experience. These ideas have not been widely explored in South Africa. The study aimed to explore how full-time working mothers experience work-family conflict, including how they conceptualise their dual roles, how salient each role is to them, the factors in the work and family domains which are particularly pertinent for them and any coping strategies they might employ. The study used as a theoretical framework the model of work-family conflict developed by Greenhaus and Beutell in 1985, together with an extension from the work of Amstad, Meier, Fasel, Elfering and Semmer in 2011. The study used a phenomenological methodology. Eight middle-class, professional, full-time working mothers from the Southern Suburbs and City Bowl of Cape Town were interviewed individually, using a semi-structured interview schedule. A qualitative paradigm was used to analyse the interviews. Emotional and cognitive repercussions of WFC were many, including feelings of unsustainability. Some participants acknowledged a need to compromise in order to cope, but the current normative messages are not conducive to this. Participants aspire, not to stop working, because the role of worker is regarded as important for self-definition, but to reduce their overall load. The generalisability of this study was reduced because of its localised ambit, its small size and some similarities in socio-economic profile among the participants. Future studies could further explore the choices or strategies which are successful in reducing WFC.

In den Anfängen der Cultural Studies in der Birmingham School spielte Geschlecht eine eher untergeordnete Rolle. Bald wurden jedoch auch feministische Positionen herangezogen, um Ungleichheiten der Alltagspraxis zu erklären, die nicht klassentheoretisch zu fassen waren. In den Arbeiten von Rubin und Mulvey beispielsweise werden Geschlecht bzw. Geschlechtsunterscheidungen und -ungleichheiten durch makrosoziale Wissensstrukturen und kollektive Praktiken reproduziert.

I denna kandidatuppsats har jag analyserat målningar av konstnärerna Elizabeth Vigée Le Brun och Adélaïde Labille-Guiard i form av självporträtt skapade i 1780-talets Frankrike.Uppsatsens syfte har varit att tolka de två kvinnornas kommunikation och skapandet av identitet genom sina konstverk och utröna hur denna kommunikation stod sig gentemotsamtidens syn på kvinnor. Genom analysering av konstverken med användning av Panofskysmetod för ikonologisk bildanalys, samt litteratur som berör centrala ämnen för uppsatsens syfte, har jag nått slutsatsen att dessa målningar var väsentliga verktyg för deras egetskapande av identitet. Jag observerade att flera aspekter av olika storlek i varje konstverk bröt med konventionen och bidrog till att vidga uppfattningen kring kvinnorna som individer, som konstnärer - och på en större skala, kvinnor i allmänhet. / In this bachelor’s thesis I have analysed paintings by the artists Elizabeth Vigée Le Brun and Adélaïde Labille-Guiard in the form of self-portraits created in 1780’s France. The purpose of the thesis has been to interpret the communication and creation of identity through the artwork of these two women and discern how this communication stood against the contemporary view of women. Through analysing the artworks using Panofsky’s method for Iconological image analysis, as well as literature concerning topics central to the purpose of the thesis, I have reached the conclusion that these paintings were instrumental tools for their own creation of identity. I observed that several aspects of varying size in each artwork broke with convention and contributed to widening perception around the women as individuals, as artists - and on a wider scale, women in general.

Solicitud de embargo por publicación en revista indexada. / El siguiente artículo de investigación analiza de qué manera los estereotipos de rol de género son defendidos por los publicistas como éticos mediante los argumentos que ellos brindan como justificación del empleo de estos en el discurso publicitario peruano. Esta investigación surge como consecuencia de que en la publicidad aún se perciben estereotipos de rol de género considerados como dañinos para la sociedad, por lo que van en contra de la ética. Finalmente, la metodología estará basada en un estudio cualitativo con la técnica de entrevistas a profundidad a diversos publicistas de distintas áreas de publicidad encargadas de producir este tipo de comunicación. / This paper analyzes how gender role stereotypes are defended by advertisers as ethical through the arguments they provide as justification for their use in Peruvian advertising discourse. This research arises as a consequence of the fact that in advertising gender role stereotypes are still perceived as harmful to society and therefore go against ethics. Finally, the methodology will be based on a qualitative study with the technique of in-depth interviews with various advertisers from different advertising areas in charge of producing this type of communication. / Trabajo de investigación

No description available.

Women are currently underrepresented in the Science, Technology, Engineering, and Mathematics (STEM) fields. The purpose of this thesis is to explore how this underrepresentation translates to a gender gap in the field of technical communication and how this gap causes women to challenge the predominant objectivist paradigm in the field. Through an investigation of peer-reviewed journal articles, periodicals, critical theory, and articles published in online magazines such as Slate, I identify the gendered nature of modern technology and discuss to what extent a shift in the predominant paradigm has occurred in the professional arena. In looking at several theoretical approaches and contemporary examples, I conclude that a significant paradigm shift has not in fact occurred due to an underlying, culturally promoted sexism. Additionally, I conclude that neither new approaches in the technical communication classroom, nor attempts to increasingly include women in the technological fields will result in a significant paradigm change by themselves. I also point to a need for further meaningful research in how sexism influences the professional world as well as a more thorough conversation regarding a fundamental shift in workplace relations between the genders.

No description available.

No description available.

No description available.