Social media as a site of changing gender stereotypes? : A case study of Calvin Klein’s Campaign by Jiaru Tang https://padlet.com/jiarut/2izeoyy9wpmnp8tm What is the nature of discussions in social media about anti-stereotype advertising? Can social media be considered as a site of changing conventional stereotypical advertising and promoting feminism in public sphere? en-us 2020-10-22 04:56:13 UTC 2024-05-19 03:23:56 UTC hello@padlet.com A short introduction video jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851260462 2020-10-22 05:16:55 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851260462 Introduction jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851267791 For a long time, women are portrayed stereotypically to cater to patriarchal standard in advertisements (Mensa & Bittner, 2020). But some advertisements have taken their responsibilities to break down gender stereotypes, respect diversity and promote equality, which arose heated discussion on virtual realm (Lachover & Brandes, 2009), as well as the participatory of feminism bloggers (Keller, 2012).
However, as for whether social media can be considered as a site of changing conventional gender stereotypes in public sphere, different views appeared, since situations vary in countries and media platforms.
This research will analyze gender stereotypes in digital advertising and its discussions facilitated by social media platforms, more specifically, the nature of comments in online forums about anti-stereotype advertising.]]> 2020-10-22 05:21:14 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851267791 Research Questions jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851269365 1.What is the nature of discussions in social media about anti-stereotype 
advertising? 

2.Can social media be considered as a site of changing gender stereotypes and promoting feminism in public sphere?]]> 2020-10-22 05:22:06 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851269365 Methodology jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851271489 Content analysis is used to answer the research questions.

Sample: Purposive sample of 50 Tweets that users posted on their personal Twitter accounts, discussing the Calvin Klein's 2020 Pride campaign #PROUDINMYCALVINS.

Coding was done to establish the following:
  • Whether the thread is about the specific discussion of the campaign or generic opinions from the perspective of conventionalism or feminism.

  • The characteristic of the contents in the thread - whether it contains certain opinions towards the campaign.

  • The dominant discourse of online discussion.

The frames is based on one proposed by Navarro and Coromina (2020) with some modifications.
]]> 2020-10-22 05:23:19 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851271489 Finding 1 jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851281252 60% of the tweets discuss the specific campaign, however, about 1/3 of the discussions reach to a broader scope.]]> 2020-10-22 05:28:45 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851281252 Finding 2 jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851286374 63.3% of the tweets supports the Calvin Klein’s campaign performing by Jari Jones. Only 10% of the tweets against it.]]> 2020-10-22 05:31:35 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851286374 Finding 3 jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851288607 In the generic discussions, most of tweets are related to  Equality (Equality for race and LGBT+ rights etc) and Feminism.

  • Hashtags mentioned:
#BlackLivesMatter, #BlackTransLivesMatter, #LGBTQ , #Diversity, #PRIDE2020, #transgender, #lesbian, #plus-size, #EveryVoice
]]> 2020-10-22 05:32:52 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851288607 Limitations jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851296195
  • The sample of this research is small due to the time constraints.
  • The result given by a single research method may not be as comprehensive as if a study applies multiply methods.
    • ]]>     2020-10-22 05:37:13 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851296195     Conclusion jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851305368 The result shows that in spite of some opposing voices, the dominant discourse and nature of discussion in Twitter support the anti-stereotype advertisement.

    It is also noteworthy that the result shows that the discussions of this campaign have reach to a broader scope, including feminism and equality. Feminists also add hashtags to voice out for equality and diversity in Twitter.]]>     2020-10-22 05:42:19 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851305368     References jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851341053 Keller, J. M. (2012). VIRTUAL FEMINISMS Girls’ blogging communities, feminist activism, and participatory politics. INFORMATION COMMUNICATION & SOCIETY, 15(3), 429–447. https://doi.org/10.1080/1369118X.2011.642890
     
    Lachover, E., & Brandes, S. B. (2009). A Beautiful Campaign?: Analysis of Public Discourses in Israel Surrounding the Dove Campaign for Real Beauty. Feminist Media Studies, 9(3), 301–316. https://doi.org/10.1080/14680770903068266

    Mensa, M., & Bittner, V. (2020). Portraits of Women: Mexican and Chilean Stereotypes in Digital Advertising. Communication & Society, 33(1), 63–78. https://doi.org/10.15581/003.33.1.63-78

    Navarro, C., & Coromina, Ò. (2020). Discussion and mediation of social outrage on Twitter: The reaction to the judicial sentence of La Manada. Communication & Society, 33(1), 93–106. https://doi.org/10.15581/003.33.1.93-106
    ]]>     2020-10-22 06:01:24 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/851341053     jiarut https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/858574961 2020-10-25 01:24:17 UTC https://padlet.com/jiarut/2izeoyy9wpmnp8tm/wish/858574961