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Gender representation is a frequently addressed field within media and communication studies in general and in the subject of TV advertising in particular. Previous research mainly focused on the detection of commonly exploited stereotypes that are used to portray women and men respectively. Much emphasize has been placed on the relationship between the sexes regarding social roles and professions, embedded in a cultural and ideological context. The purpose of this scientific work however is to examine how the construction of gender stereotypes in media takes place, which practices are used to connote meaning. Using a qualitative method, namely a visual discourse analysis, the aim of the study is to unveil subtle but also obvious symbols and characteristics that are used to represent feminine and masculine traits respectively in order to expand the current body of research. This proceeding marks an approach to have a closer look at the social interaction of females and males in TV advertisements in order to get an insight in the allocation of power and subsequently, social roles. Four TV advertisements are used as objects of investigation. As a theoretical fundament, the gender theories of sexism, masculinism and feminism are introduced. The findings suggest that the representation of women and men still follows strong patterns of stereotyping, not just on the level of role allocation but also on a behavioral level. However, the study comes to the conclusion that an asymmetric treatment of the sexes is not necessarily the result of gender stereotyping; in the case, both sexes are stereotyped similarly, not depicting either men or women dominating their counterparts in a global context.

As investigações aqui reunidas se encaixam nos âmbitos da sociologia cognitiva e, em menor medida, da sociologia da cultura. Seu objetivo principal é organizar e esclarecer alguns dos pro-blemas básicos colocados para o estudo sociológico da ignorância humana. Para alcançar esse objetivo, começo com uma discussão de ordem conceitual sobre a ignorância, encarando a ques-tão ontológica a respeito do que ela é, assim como a questão metodológica a respeito de como melhor apreendê-la de uma perspectiva sociológica. Esse passo ocupa a primeira parte da tese, e tais questões são enfrentadas mediante um diálogo crítico com a literatura disponível sobre a ignorância nas áreas da sociologia e da epistemologia. Na segunda parte da tese, busco pôr em movimento tais discussões teóricas, por meio de duas investigações empíricas ou estudos de caso independentes uma da outra. Tais investigações se baseiam em um amplo levantamento documental, centrado em duas diferentes correntes culturais, como prefiro chamá-las: a home-opatia e o masculinismo. O que justifica tomá-las como tópicos de um estudo sobre a ignorância humana é a circunstância de que, para que a homeopatia e o masculinismo sigam existindo como doutrinas \"vivas\" em torno das quais indivíduos diferentes se associam e que de fato orientam as tomadas de decisão de inúmeras pessoas que nelas tomam parte , é preciso que se perpetue a ignorância de certos fatos passíveis de serem conhecidos com alguma facilidade, no contexto atual. Espero que, ao escrutinar, em contexto, esses dois sistemas de crença am-bos insustentáveis, à luz do estoque de conhecimento hoje à nossa disposição , avancemos na compreensão da lógica interna da ignorância e de seu condicionamento social, em particular quando o que está em jogo é a persistência das más ideias; além disso, também espero que as investigações aqui apresentadas lancem alguma luz sobre os limites da abordagem sociológica da ignorância e de outros fenômenos cognitivos aparentados a ela. / The inquiries assembled here belong primarily to the field of cognitive sociology and, to a lesser extent, to the sociology of culture. Their main goal is to sort out and clarify some of the major problems pertaining a sociological approach to the topic of human ignorance. To reach said goal, I start with a conceptual discussion of ignorance, addressing the ontological question as to what ignorance is, as well as the methodological one as to how we should appropriately grasp it from a sociological point of view. This step comprises the first part of the thesis, and said questions are tackled by means of a critical exchange with the available literature on ignorance in the fields of sociology and epistemology. In the second part of the thesis, I endeavor to bring such theoretical discussion into play by presenting two independent empirical inquiries or case studies. These are grounded on a broad documentary research I conducted on two distinct cultural currents, as I call them: namely homeopathy and masculinism. The rationale behind the choice of the aforementioned subjects is that the perpetuation of ignorance of facts one could easily know given the cognitive resources presently available is key to the endurance of both homeopathy and masculinism as \"living\" doctrines as unique belief systems around which individuals coming from different backgrounds associate with each other, and which help to shape the decision making process of a number of those individuals. I hope that, through a detailed and context-sensitive scrutiny of each of these sets of ideas both of which, as I uphold, are greatly at odds with the stock of knowledge currently available to us some insight into the inner workings of ignorance and its social conditioning may be obtained, particularly when it comes to the persistence of unsound ideas; furthermore, I hope that the theoretical and empirical inquiries presented here may shed some light upon the limits of a sociological take on ignorance and other related cognitive phenomena.

As investigações aqui reunidas se encaixam nos âmbitos da sociologia cognitiva e, em menor medida, da sociologia da cultura. Seu objetivo principal é organizar e esclarecer alguns dos pro-blemas básicos colocados para o estudo sociológico da ignorância humana. Para alcançar esse objetivo, começo com uma discussão de ordem conceitual sobre a ignorância, encarando a ques-tão ontológica a respeito do que ela é, assim como a questão metodológica a respeito de como melhor apreendê-la de uma perspectiva sociológica. Esse passo ocupa a primeira parte da tese, e tais questões são enfrentadas mediante um diálogo crítico com a literatura disponível sobre a ignorância nas áreas da sociologia e da epistemologia. Na segunda parte da tese, busco pôr em movimento tais discussões teóricas, por meio de duas investigações empíricas ou estudos de caso independentes uma da outra. Tais investigações se baseiam em um amplo levantamento documental, centrado em duas diferentes correntes culturais, como prefiro chamá-las: a home-opatia e o masculinismo. O que justifica tomá-las como tópicos de um estudo sobre a ignorância humana é a circunstância de que, para que a homeopatia e o masculinismo sigam existindo como doutrinas \"vivas\" em torno das quais indivíduos diferentes se associam e que de fato orientam as tomadas de decisão de inúmeras pessoas que nelas tomam parte , é preciso que se perpetue a ignorância de certos fatos passíveis de serem conhecidos com alguma facilidade, no contexto atual. Espero que, ao escrutinar, em contexto, esses dois sistemas de crença am-bos insustentáveis, à luz do estoque de conhecimento hoje à nossa disposição , avancemos na compreensão da lógica interna da ignorância e de seu condicionamento social, em particular quando o que está em jogo é a persistência das más ideias; além disso, também espero que as investigações aqui apresentadas lancem alguma luz sobre os limites da abordagem sociológica da ignorância e de outros fenômenos cognitivos aparentados a ela. / The inquiries assembled here belong primarily to the field of cognitive sociology and, to a lesser extent, to the sociology of culture. Their main goal is to sort out and clarify some of the major problems pertaining a sociological approach to the topic of human ignorance. To reach said goal, I start with a conceptual discussion of ignorance, addressing the ontological question as to what ignorance is, as well as the methodological one as to how we should appropriately grasp it from a sociological point of view. This step comprises the first part of the thesis, and said questions are tackled by means of a critical exchange with the available literature on ignorance in the fields of sociology and epistemology. In the second part of the thesis, I endeavor to bring such theoretical discussion into play by presenting two independent empirical inquiries or case studies. These are grounded on a broad documentary research I conducted on two distinct cultural currents, as I call them: namely homeopathy and masculinism. The rationale behind the choice of the aforementioned subjects is that the perpetuation of ignorance of facts one could easily know given the cognitive resources presently available is key to the endurance of both homeopathy and masculinism as \"living\" doctrines as unique belief systems around which individuals coming from different backgrounds associate with each other, and which help to shape the decision making process of a number of those individuals. I hope that, through a detailed and context-sensitive scrutiny of each of these sets of ideas both of which, as I uphold, are greatly at odds with the stock of knowledge currently available to us some insight into the inner workings of ignorance and its social conditioning may be obtained, particularly when it comes to the persistence of unsound ideas; furthermore, I hope that the theoretical and empirical inquiries presented here may shed some light upon the limits of a sociological take on ignorance and other related cognitive phenomena.

Seigneur Dildoe, as this dissertation will contend, was a fixture in Restoration literature and culture (1660-1700). But what was his provenance, by what means did he travel, and why did he come? This dissertation provides a literary history of the fascinating and highly irreverent dildo satire tradition, tracing the dildo satire’s long and winding progress from antiquity to Restoration England, where the tradition reached its early modern zenith. Adding breadth, context, and texture to existing treatments of the trope’s political and sexual potency, this dissertation investigates the dildo satire’s roots in both Greek comedy (Aristophanes, Herodas) and Latin invective (Martial, Juvenal), its influential association in early modern Italy with Catholicism and monastic life (Aretino), and its introduction in early modern England (Nashe), where it cropped up in the works of a surprising number of literary giants (Shakespeare, Jonson, Donne, Marvell). In Restoration England, we find in the satiric dildos of Butler, Rochester, and the contextually rich “Seigneur Dildoe” articulations of a dildo gone viral: the mock-heroic Seigneur deployed as a politically central motif symptomatic of its society’s acute patriarchal fissures. Throughout I argue that the dildo satire’s longevity is due not to a uniformity of purpose or signification (misogynist, anti-Catholic, emasculating, or otherwise), but to its innate versatility and ambiguity as a fugitive sexual and political figure. I also argue that what does in fact unite the satiric dildo’s variety of contingent ends, against what has been assumed in the scholarship, is its status as a markedly anti-Phallic figure. / Graduate / 2018-01-09 / 0401 / 0733 / missmenno.sf@gmail.com

Le mouvement des femmes québécois a connu des transformations importantes au cours des dernières décennies. Plusieurs causes ont été mises de l’avant pour expliquer ces changements, telles que la mondialisation, le néolibéralisme ou des causes internes. Dans les années 1980, nous observons une montée de l’antiféminisme au Québec et l’émergence de sa forme masculiniste. Ce phénomène a modifié le contexte dans lequel évolue le mouvement des femmes. L’objectif de ce mémoire est d’analyser les répercussions de l’antiféminisme sur les transformations du mouvement des femmes. Afin d’analyser les interactions entre le mouvement des femmes et le masculinisme, nous étudions les discours antiféministes dans les médias de 1985 à 2009. Plus précisément, nous analysons les thématiques masculinistes contenues dans La Presse et Le Soleil durant cette période. Par la suite, nous analysons diverses publications (rapports d’activités, la Petite Presse et le Féminisme en bref) de la Fédération des femmes du Québec dans le but de voir si le mouvement des femmes a modifié ses analyses, ses stratégies et ses actions en réaction à cette montée de l’antiféminisme. Finalement, à l’aide de la théorie de la mobilisation des ressources et de l’approche des contre-mouvements, nous étudions les interactions entre le mouvement des femmes et son contre-mouvement, soit l’antiféminisme. Nous arrivons à la conclusion qu’il existe véritablement des interactions entre ceux-ci et que la montée de l’antiféminisme a eu des répercussions sur le mouvement des femmes, qui ont modifié ses analyses, ses stratégies et ses actions. / The women’s movement in Quebec has known significant transformations during the last decades. Several causes have been put forward to explain these changes, such as globalization, neoliberalism or internal causes. In the 1980s, there has been a backlash against the women’s movement in the province of Quebec and a specific form of anti-feminism emerged, masculinism. This backlash has changed the context in which the women’s movement has evolved. The objective of this thesis is to analyze the impact of anti-feminism on the transformations of the women’s movement. In order to analyze the interactions between the women’s movement and anti-feminism, we study the anti-feminist discourse in the media from 1985 to 2009. First, we analyze the masculinist’s thematics contained in the newspapers La Presse and Le Soleil during this period. Second, we analyze various publications (annual reports, la Petite Presse and le Féminisme en bref) of the Fédération des femmes du Québec in order to see if the women’s movement has changed its analysis, strategies and actions in response to this backlash. Finally, using the theory of resource mobilization and the countermovements’ approach, we study the interactions between the women’s movement and masculinism. We come to the conclusion that there are interactions between the women’s movement and the countermovement (anti-feminism). Furthermore, we see that the emergence of anti-feminism has changed the analysis, strategies and actions of the women’s movement in response to this backlash.

Feministische Staatstheorie analysiert den Staat in seinen vergeschlechtlichten und vergeschlechtlichenden Dimensionen. Konzepte des Kanons der Politikwissenschaft (wie Gesellschaftsvertrag, Staatsbürgerschaft, Recht, Gewalt) werden erweitert, indem deren Vergeschlechtlichung sichtbar gemacht wird. Ebenso werden neue Konzepte wie bspw. Maskulinismus, Privatheit, Reproduktions- und Verwandtschaftspolitiken in die Staatstheorie aufgenommen, um staatliche Machtausübung umfassend theoretisieren zu können.

Le mouvement des femmes québécois a connu des transformations importantes au cours des dernières décennies. Plusieurs causes ont été mises de l’avant pour expliquer ces changements, telles que la mondialisation, le néolibéralisme ou des causes internes. Dans les années 1980, nous observons une montée de l’antiféminisme au Québec et l’émergence de sa forme masculiniste. Ce phénomène a modifié le contexte dans lequel évolue le mouvement des femmes. L’objectif de ce mémoire est d’analyser les répercussions de l’antiféminisme sur les transformations du mouvement des femmes. Afin d’analyser les interactions entre le mouvement des femmes et le masculinisme, nous étudions les discours antiféministes dans les médias de 1985 à 2009. Plus précisément, nous analysons les thématiques masculinistes contenues dans La Presse et Le Soleil durant cette période. Par la suite, nous analysons diverses publications (rapports d’activités, la Petite Presse et le Féminisme en bref) de la Fédération des femmes du Québec dans le but de voir si le mouvement des femmes a modifié ses analyses, ses stratégies et ses actions en réaction à cette montée de l’antiféminisme. Finalement, à l’aide de la théorie de la mobilisation des ressources et de l’approche des contre-mouvements, nous étudions les interactions entre le mouvement des femmes et son contre-mouvement, soit l’antiféminisme. Nous arrivons à la conclusion qu’il existe véritablement des interactions entre ceux-ci et que la montée de l’antiféminisme a eu des répercussions sur le mouvement des femmes, qui ont modifié ses analyses, ses stratégies et ses actions. / The women’s movement in Quebec has known significant transformations during the last decades. Several causes have been put forward to explain these changes, such as globalization, neoliberalism or internal causes. In the 1980s, there has been a backlash against the women’s movement in the province of Quebec and a specific form of anti-feminism emerged, masculinism. This backlash has changed the context in which the women’s movement has evolved. The objective of this thesis is to analyze the impact of anti-feminism on the transformations of the women’s movement. In order to analyze the interactions between the women’s movement and anti-feminism, we study the anti-feminist discourse in the media from 1985 to 2009. First, we analyze the masculinist’s thematics contained in the newspapers La Presse and Le Soleil during this period. Second, we analyze various publications (annual reports, la Petite Presse and le Féminisme en bref) of the Fédération des femmes du Québec in order to see if the women’s movement has changed its analysis, strategies and actions in response to this backlash. Finally, using the theory of resource mobilization and the countermovements’ approach, we study the interactions between the women’s movement and masculinism. We come to the conclusion that there are interactions between the women’s movement and the countermovement (anti-feminism). Furthermore, we see that the emergence of anti-feminism has changed the analysis, strategies and actions of the women’s movement in response to this backlash.

Feministische Staatstheorie analysiert den Staat in seinen vergeschlechtlichten und vergeschlechtlichenden Dimensionen. Konzepte des Kanons der Politikwissenschaft (wie Gesellschaftsvertrag, Staatsbürgerschaft, Recht, Gewalt) werden erweitert, indem deren Vergeschlechtlichung sichtbar gemacht wird. Ebenso werden neue Konzepte wie bspw. Maskulinismus, Privatheit, Reproduktions- und Verwandtschaftspolitiken in die Staatstheorie aufgenommen, um staatliche Machtausübung umfassend theoretisieren zu können.