بازنمایی نقشهای جنسیتی در برندینگ فرهنگی با تاکید بر نقش زنان از منظر روان شناسی فرهنگی
الموضوعات :
قاسم زارعی
1
,
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
الکلمات المفتاحية: برندینگ فرهنگی, نقشهای جنسیتی, روان شناسی‌فرهنگی,
ملخص المقالة :
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.
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