Representation of Gender Roles in Cultural Branding with Emphasis on Women Role from Cultural Psychology Perspective

Subject Areas : Psychology

Ghasem Zarei ¹ , Niksa Jabari Kordlar ²

1 - Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 - PHD. Student in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

Received: 2024-09-18 Accepted : 2024-12-12 Published : 2024-12-19

Keywords: Cultural branding, Gender roles, Cultural psychology,

Abstract :

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.

References:

Adam, H., & Harper, L. J. (2023). Gender equity in early childhood picture books: A cross-cultural study of frequently read picture books in early childhood classrooms in Australia and the United States. The Australian educational researcher, 50(2), 453-479. URL: https://link.springer.com/article/10.1007/s13384-021-00494-0
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K.T. and Berg, H. (2021).Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. URL: https://doi.org/10.1108/EJM-02-2019-0125.
Andersen, S., & Johansen, T. (2023). The activist brand and the transformational power of resistance: Towards a narrative conceptual framework. Journal of Brand Management, 31, 1–13. URL: https://doi.org/10.1057/s41262-023-00320-1.
Archer, A., & Matheson, B. (2024). It was a different time: Judging historical figures by today's moral standards. Journal of Applied Philosophy, 5(2), 23–48. URL: https://doi.org/10.1111/japp.12713.
Bhanot, N. (2024). Role of influencer marketing in consumer purchase decisions: A bibliometric analysis and discourse. International Journal of Scientific Research in Engineering and Management, 8, 1–5. DOI: https://doi.org/10.55041/IJSREM31438
Bray, G. A. (2024). Capturing consumer attention: An in-depth analysis of TikTok live shopping. Law and Economy, 3(1), 32–46. URL: https://www.paradigmpress.org/le/article/view/963
Campbell, C., Sands, S., & Brennan, D. (2023). Diversity representation in advertising. Journal of the Academy of Marketing Science, 4(3), 18–42. URL: https://doi.org/10.1007/s11747-023-00994-8
Chouthoy, S., Kazi, R., Dass, R., & Mishra, M. (2023). A consumer perception study on CSR reputation shaping brand image in India. International Journal of Management and Enterprise Development, 22(2), 91–109. URL: https://doi.org/10.1504/IJMED.2023.130157.
Dahya, N., & King, W. E. (2020). Politics of race, gender, and visual representation in feminist media education. Discourse: Studies in the Cultural Politics of Education, 41(5), 673–690. URL: https://doi.org/10.1080/01596306.2020.1769934
Dosekun, S. (2024). Beyond ‘reifying whiteness’ in feminist media studies. European Journal of Cultural Studies, 27(2), 295-308. URL: https://doi.org/10.1177/13675494231216918.
Eagly, A. H., Nater, C., Miller, D. I., Kaufmann, M., & Sczesny, S. (2020). Gender stereotypes have changed: A cross-temporal meta-analysis of U.S. public opinion polls from 1946 to 2018. American Psychologist, 75(3), 301–315. URL: https://doi.org/10.1037/amp0000494.
El Hajj, S. (2017). Rewriting Home: A Life Writing Study in Post-Postwar Lebanon. Life Writing, 15(2), 255–272. URL: https://doi.org/10.1080/14484528.2017.1396525
Garcia, K. A., & Pantao, J. G. (2021). Cultural Sensitivity and Classroom Management of Teachers. International Journal of Professional Development, Learners and Learning, 3(1), ep2108. URL: https://doi.org/10.30935/ijpdll/11093
Gunarathne, A., Hemmerling, S., Labonte, N., Zühlsdorf, A., & Spiller, A. (2022). Passionate about food: exploring “foodie” segmentation by nutritional knowledge. Journal of Consumer Marketing, 39(7), 678-690. URL: https://doi.org/10.1108/JCM-10-2019-3470
Gusmeroli, P. (2023). Gusmeroli, P. (2023). Is gender-critical feminism feeding the neo-conservative anti-gender rhetoric? Snapshots from the Italian public debate. Journal of Lesbian Studies, 28(3), 382–399. URL: https://doi.org/10.1080/10894160.2023.2184908
Hafeez, I., Maitlo, Q., Lashari, I. A., & Rehman, K. U. (2021). Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan. Journal of Business and Social Review in Emerging Economies, 7(4), 985-996. URL: https://doi.org/10.26710/jbsee.v7i4.2066.
Han, J. S., & Choi, J. H. (2022). Women’s non-traditional gender role attitudes and acceptance of men’s color makeup in South Korea. Journal of Gender Studies, 32(6), 575–587. URL: https://doi.org/10.1080/09589236.2022.2032624.
Huber, B., & Quesada Baena, L. (2023). Women scientists on TikTok: New opportunities to become visible and challenge gender stereotypes. Media and Communication, 11, 240–251. https://doi.org/10.17645/mac.v11i1.6070
Ismail, I. (2023). The development of Islamic feminism in Malaysia. International Journal of Islamic Thought, 23, 39–49. DOI: https://doi.org/10.24035/ijit.23.2023.254
Johnson-Hunt, N. (2020). Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser. M/C Journal, 23(1). 45-67. URL: https://doi.org/10.5204/mcj.1646.
Kangasluoma, S. (2020). Drilling for the future: Gendered justifications of the Arctic fossil fuel industry. Polar Record, 56, e38. DOI: 10.1017/S003224742000042X
Kim, S. (2022). Gender fluid convergence characteristics expressed in Harris Reed fashion works. The Korean Society of Science & Art, 11(3), 345-357. URL: https://doi.org/10.1055/s-0042-1743139.
Kotek, H., Dockum, R., & Sun, D. (2023). Gender bias and stereotypes in large language models. In Proceedings of the ACM collective intelligence conference (pp. 12-24). DOI: 10.1145/3582269.3615599.
Ladzekpo, G. K., Attiye, J. K., & Davi, S. K. (2024). Exploring gender roles and stereotypes in literature: An analysis of contemporary works. International Journal of Gender Studies, 9(2), 25–40. URL: https://doi.org/10.1080/13691058.2024.1819234
Letunovska, N., Yashkina, O., et al. (2021). Analysis of the model of consumer behavior in the healthy products segment as a perspective for the inclusive marketing development. Marketing i Menedžment Innovacij, 4, 20–35. URL: https://mmi.fem.sumdu.edu.ua/sites/default/files/A552-2021-02_Letunovska.pdf. https://doi.org/10.21272/mmi.2021.4-02
Löffler, C. S., & Greitemeyer, T. (2023). Are women the more empathetic gender? The effects of gender role expectations. Current Psychology, 42(1), 220-231. URL: https://doi.org/10.1007/s12144-020-01260-8
Lyons, A. C., Kersey, K., Emslie, C., Dimova, E., & Burrows, A. (2024). Digital alcohol marketing and gender: A narrative synthesis. Drug and alcohol review, 43(6), 1361–1387. URL: https://doi.org/10.1111/dar.13849.
Malik, S., & Sayin, E. (2021). Hand movement speed in advertising elicits gender stereotypes and consumer responses. Psychology & Marketing, 38(7), 1067-1078. URL: https://doi.org/10.1002/mar.21478
Mazahir, I., Khan, S., Yaseen, S., & Emad, S. (2020). Gender stereotyping in fashion advertising: A perceptual analysis of male consumers from Pakistan. Media Education, 59(1), 557–573. URL: https://doi.org/10.13187/me.2020.1.129.
Moloney, M., & Love, T. P. (2018). Assessing online misogyny: Perspectives from sociology and feminist media studies. Sociology Compass, 12(5), e12575. URL: https://doi.org/10.1111/soc4.12575
Moreno‐Bella, E., Willis, G., & Stancati, A. (2022). Economic inequality shapes the agency–communion content of gender stereotypes. Group Processes & Intergroup Relations, 25(3), 679-692. URL: https://doi.org/10.1177/13684302221114723.
Pathak, S., Mondal, I., & Mishra, S. (2024). Unravelling the linguistic tapestry: A discursive study of gender portrayal in select Indian electronic advertisement. Rupkatha Journal on Interdisciplinary Studies in Humanities, 16(1), 1–18. URL: https://doi.org/10.21659/rupkatha.v16n1.02g.
Perez-Alvaro, E. (2023). The contribution of underwater cultural heritage to gender equality: an iconographic analysis of shipwrecks. Journal for Cultural Research, 27(2), 210–223. URL: https://doi.org/10.1080/14797585.2023.2215991.
Phan, T. (2022). Programming gender: surveillance, identity, and paranoia in Ex Machina. Cultural Studies, 37(1), 46–64. URL: https://doi.org/10.1080/09502386.2022.2042575.
Poulis, A., Farache, F., Elbayouk, O., & Nikas, I. A. (2024). Branding Muslim hijabi fashion: exploring influencer trends and impact.Corporate Communications: An International Journal, 27(4), 69-93. URL: https://doi.org/10.1108/CCIJ-02-2024-0024
Ranjbaran, A., Shabankareh, M., Nazarian, A., & Seyyedamiri, N. (2022). Branding through visitors: how cultural differences affect brand co-creation in independent hotels in Iran. Consumer Behavior in Tourism and Hospitality, 17(2), 161-179. URL: https://doi.org/10.1108/CBTH-05-2021-0136
Rinallo, D., Santana, J., Zanette, M. C., Appau, S., Coffin, J., Eckhardt, G. M., Eichert, C. A., Husemann, K. C., Kedzior, R., Moufahim, M., Rodner, V., & Stevens, L. (2023). Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory. Marketing Theory, 23(4), 725-736. URL: https://doi.org/10.1177/14705931231154947.
Ringrose, J., & Regehr, K. (2020). Feminist Counterpublics and public feminisms: Advancing a critique of racialized sexualization in London’s public advertising. Signs: Journal of Women in Culture and Society, 46, 229 - 257. URL: https://doi.org/10.1086/709362
Rona, E. (2023). Representation of Race and Ethnicity in Mainstream Advertising: A Critical Analysis of Racial Stereotypes in Global Advertising Campaigns. Ournal of Inguistics and Ommunication Tudies, 2(4), 44–50. URL: https://www.pioneerpublisher.com/JLCS/article/view/504.
Rose, G. (2021). Response to ‘Visual studies now’. Visual Studies, 36(3), 305-308. URL: https://doi.org/10.1080/1472586X.2021.1948503
Saleh, A., Kuswanti, A., Nahla Amir, A., & Nur Suhaeti, R. (2022). Determinants of economic empowerment and women’s roles transfer. Jurnal Penyuluhan, 18(1), 118-133. URL: URL: https://doi.org/10.25015/18202238262
Schneider, M. C., & Bos, A. L. (2019). The application of social role theory to the study of gender in politics. Political Psychology, 40(Suppl 1), 173–213. URL: https://doi.org/10.1111/pops.12573
Scholvin, S. (2022). World city making by branding: Insights from Cape Town and Johannesburg. African Geographical Review, 41(1), 1-16. URL: https://doi.org/10.1080/19376812.2022.2040052
Shadmanfaat, S. M., & Rahmati, M. M. (2023). Sociological explanation of cyberbullying among Gilan University students with emphasis on situated action theory. Social Problems of Iran, 13(2), 149-172.
URL: http://jspi.khu.ac.ir/article-1-3492-en.html
Sharma, A. (2024). Aesthetic transcendence: Fashion's evolution, philosophical reflections, and societal impact. Journal of Current Social and Political Issues, 2(1), 10–21. URL: https://doi.org/10.15575/jcspi.v2i1.662.
Soumah, V.-G., Rao, P., Eibl, P., & Taboada, M. (2023). Radar de Parité: An NLP system to measure gender representation in French news stories. Proceedings of the Canadian Conference on Artificial Intelligence, Tehran. URL: https://doi.org/10.21428/594757db.b6f3c89e.
Tan, S., Chan, K., & Poh, L. (2023). Segmenting the Malaysian female young adolescent market based on gender roles and identities. Young Consumers, 24(3), 259-274. URL: https://doi.org/10.1108/YCO-05-2022-1351
Tirasawasdichai, T., Obrenovic, B., & Alsharif, H. (2022). The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory. Frontiers in Psychology, 13, 1–16. URL: https://doi.org/10.3389/fpsyg.2022.1061850.
Tsvetkova, O. (2020). Representation of gender in advertising: Strategies, stereotypes, means. Verhnevolzhski Philological Bulletin, 14(2), 121-137. URL: https://doi.org/10.24805/2409-1756-2020-2-121-137
Van Der Beek, S., & Thomas, L. (2023). Reflections on the representation of poly-kink in mainstream media by polyamorous kinksters in the Netherlands. Sexualities, 26(5), 689-705. URL: https://doi.org/10.1177/13634607221136725
Verbytska, A., Lysenko, I., & Logan, D. (2023). Inclusive social marketing: Representation and diversity in brand campaigns. Marketing and Branding Research, 10(1), 47-63. URL: https://doi.org/10.17879/1b1db9
Voorn, R., van der Veen, G., & Smith, T. (2020). Human values as added value(s) in consumer brand congruence: A comparison with traits and functional requirements. Journal of Brand Management, 27(5), 505-520. URL: https://doi.org/10.1057/s41262-020-00215-6
Xie, H. (2024). Research on the innovation and development of Chinese intangible cultural heritage branding. Journal of Sociology and Ethnography, 45(1), 82-99. URL: https://doi.org/10.1057/jse.2024.12
Xu, F., Hu, J., Yin, J., & Wang, L. (2022). Revisit the circle of representation in Web 2.0. Asia Pacific Journal of Tourism Research, 27(6), 601–617. URL: https://doi.org/10.1080/10941665.2022.2105157.
Yuan, B., & Tian, X. (2023). Academic women's negotiation of gender identities in non-elite Chinese universities. Frontiers in Psychology, 14, 1–11. URL: https://doi.org/10.3389/fpsyg.2023.1083203
Zhao, X. (2023). The impact of social media on communication and marketing strategies in the digital age. Communications in Humanities Research, 10, 49–54. URL: https://doi.org/10.54254/2753-7064/10/20231240.
Zhao, Z. (2023). Tourism development and marketing strategies in emerging markets. Tourism Management and Technology Economy, 6(4), 26–32. URL: https://doi.org/10.23977/tmte.2023.060704