Learning to Sell Sex(ism)

Advertising Students and Gender
1. Auflage 2019
ISBN: 978-3-319-94279-7
Verlag: Springer International Publishing

Buch, Englisch, 215 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 413 g

This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducingstereotypical and sexist content emanating from the industry.

Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.

Zielgruppe

Research

Autoren/Hrsg.

O'Driscoll, Aileen

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Kulturwissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Pädagogik Teildisziplinen der Pädagogik Geschlechterpädagogik
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziale Gruppen/Soziale Themen Gender Studies, Geschlechtersoziologie

Inhaltsverzeichnis

1. Introduction.- 2. Gendered advertising: From text to industry to classroom.- 3. We’re just different (but equal): Unpacking students’ gendered views.- 4. The reverse stereotype and the double standard: Expressions of concern about advertising’s treatment of men.- 5. The Catch-22 of advertising practice (and other deflections): Perceived challenges to creating less sexist content.- 6. Conclusions and Reflections.

Über Autor(innen)

Aileen O’Driscoll is Lecturer in Media and Communications at the School of Communications, Dublin City University, Ireland.