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- W2615748844 abstract "Gender is one of the central topics of contemporary studies in marketing and consumer research. Since the introductionof Goffman’s schema on gender roles and portrayals in advertisements (Goffman, 1979), scholars continue adaptinghis method and reveal some of the hidden factors of gender roles, portrayals or inequalities in contemporary marketingpractices (Bettany et al 2010). Noticeably, less attention has been given to the ideological aspects of gender portrayalsand its unique value of producing and reproducing sociocultural meanings around gender. Thus, this research looksinto the archetypal images of Russian mothers and proposes multiple ichnographic images of motherhood implementedin contemporary Russian print media. The study adopted critical visual methods (Schroeder, 2002) and qualitativecontent analysis (Schreier 2014) while analysing advertisements from three Russian and three Western origin ‘motherand baby’/’parenting’ magazines. The study is positioned within the theoretical spectrum of Consumer Culture Theoryand contributes to the field by unpacking the role of ‘symbolic power’/ (ideology) (Bourdieu, 1979) around themotherhood that persists in contemporary Russian consumer culture." @default.
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- W2615748844 date "2016-06-01" @default.
- W2615748844 modified "2023-09-24" @default.
- W2615748844 title "Reproduction of Gender Ideology Through Russian Consumer Culture: The Case of Iconography of the ‘Mother’ in Russia" @default.
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