بازنمایی نقشهای جنسیتی در برندینگ فرهنگی با تاکید بر نقش زنان از منظر روان شناسی فرهنگی
محورهای موضوعی : روان شناسی
قاسم زارعی
1
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نیکسا جباری کردلر
2
1 - استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 - دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
کلید واژه: برندینگ فرهنگی, نقشهای جنسیتی, روان شناسی‌فرهنگی,
چکیده مقاله :
هدف پژوهش حاضر، بررسی بازنمایی نقشهای جنسیتی در برندینگ فرهنگی با تاکید بر نقش زنان از منظر روانشناسی فرهنگی بود. جامعه پژوهش کلیه مطالعات و متون مرتبط با ابعاد نقشهای جنسیتی در برندینگ فرهنگی بود. نمونه پژوهش متون مرتبط با نقشهای جنسیتی و مطالعات زنان از منظرروانشناسی فرهنگی بود . روش پژوهش از نوع توصیفی_تحلیلی بود. جهت گردآوری اطلاعات از روش کتابخانهای به صورت فیشبرداری از منابع مکتوب و مطالعات مرتبط با روانشناسی درحوزه زنان و مطالعات فرهنگی استفاده شد. دادهها به صورت تحلیل محتوا مورد بررسی قرار گرفت. نتایج این پژوهش نشان داد که برندها باید از استفاده کلیشه‌های جنسیتی سنتی که زنان را به‌عنوان موجودات منفعل یا صرفاً نماد جذابیت به نمایش می‌گذارند، اجتناب کنند و به‌جای آن، تصویر زنان را به‌عنوان افرادی توانمند و مستقل با ویژگی‌های انسانی و فرهنگی بازنمایی نمایند. این بازنمایی به افزایش اعتبار برند و تقویت ارتباط با مصرف‌کنندگان کمک میکند. بر اساس آموزه‌های فرهنگی و دینی، به‌ویژه در جوامع اسلامی، زنان نه‌تنها در خانواده بلکه در عرصه‌های اجتماعی و اقتصادی نیز نقش مهمی دارند. بنابراین، برندسازی فرهنگی باید حساسیت‌های فرهنگی و دینی را در نظر گرفته و در بازنمایی زنان، به توانمندی‌ها و ظرفیت‌های آنان توجه ویژه‌ای داشته باشد. برندهایی که به ارزش‌های انسانی و شمولیت و نقش جنسیتی توجه می‌کنند، می‌توانند جایگاه اجتماعی زنان را تقویت کرده و از ترویج کلیشه‌های منفی جلوگیری نمایند. این پژوهش به ویژه بر لزوم طراحی استراتژی‌های بازاریابی همسو با ارزش‌های فرهنگی و دینی تأکید دارد چون به ایجاد هویت‌های اجتماعی مثبت و پایدار کمک میکند.
The current research was purposed to investigate the representation of gender roles in cultural branding with emphasis on women role from cultural psychology perspective. The research universal enfolded all studies and texts concerning the representation of gender roles in cultural branding. The sample encompassed texts related to women role from cultural psychology perspective. The research method was descriptive analytical. To collect data library procedure via note taking on index cards from published references and studies on psychology and women purview and cultural researches was processed. The data was analyzed by implementing content analysis. The results indicated that brands should avoid using traditional gender stereotypes that portray women as passive beings or mere symbols of attractiveness. Instead, brands should depict women as capable and independent individuals with human and cultural characteristics. This representation not only helps enhance brand credibility and strengthen consumer connections but can also promote gender inclusivity and equality in society. Based on cultural and religious teachings, particularly in Islamic societies, women hold important roles not only within the family but also in social and economic spheres. Therefore, cultural branding must take cultural and religious sensitivities into account and pay special attention to highlighting the abilities and potentials of women in its representations. The brands that value human dignity, inclusivity, and gender equality can strengthen the social position of women and prevent the promotion of negative stereotypes. This research emphasizes the necessity of designing marketing strategies that align with cultural and religious values, which can help create positive and sustainable social identities.
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