Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study

Year 2024, Volume: 4 Issue: 2, 129 - 149, 26.12.2024

Tuba Çevik Ergin , Iana Aleksandrova

https://doi.org/10.70684/silet.1577623

Abstract

This research paper examines consumer attitudes towards femvertising within the context of Nike's campaigns in Russia and Turkey. Through a netnographic analysis of YouTube comments, the research reveals how gender, cultural and political context influence responses to women’s empowerment messages in advertising. While women in both countries largely responded positively to femvertising, perceiving it as empowering and motivational, men’s reactions were more polarized. Russian men displayed substantial resistance, with many viewing the advertisement’s feminist undertones negatively and interpreting it as an imposition of Western feminist ideas that undermine traditional values. This opposition aligns with Russian political discourse, which in recent years has shifted towards the preservation and reinforcement of traditional spiritual and moral values. In contrast, Turkish men were relatively more receptive to femvertising messages, though they still expressed some caution. Turkey’s more varied discourse on gender, which balances secular ideas and traditional Islamic values, contributed to a less polarized reaction to femvertising. The study underscores the importance of authenticity in femvertising, noting the potential for backlash and skepticism towards commercialized feminism, particularly among male audiences. It also highlights the importance of diversity, recommending the inclusion of men, alongside women of varied religions, body types, and appearances, to foster inclusivity and prevent discrimination. These findings enrich the literature on gender-focused advertising, emphasizing the importance of cultural sensitivity and adherence to authentic femvertising principles when employing femvertising strategies across diverse cultural landscapes.

Keywords

Femvertising, Female Stereotypes, YouTube, Russia, Türkiye

Rusya ve Türkiye'de Femvertising’e Yönelik Tüketici Tutumları: Netnografik Bir Çalışma

Abstract

Bu araştırma makalesi, Rusya ve Türkiye'deki Nike kampanyaları bağlamında femvertising'e yönelik tüketici tutumlarını incelemektedir. YouTube yorumlarının netnografik analizi yoluyla yapılan araştırma, reklamcılıkta kadınların güçlenmesi mesajlarına verilen tepkilerin, toplumsal cinsiyet, kültürel ve politik bağlamdan nasıl etkilendiğini ortaya koymaktadır. Her iki ülkede de kadınlar femvertising'e büyük ölçüde olumlu yanıt vererek bunu güçlendirici ve motive edici olarak algılarken, erkeklerin tepkileri daha fazla kutuplaşmıştır. Rus erkekler, reklamın feminist alt tonlarını olumsuz değerlendirerek onu geleneksel değerleri zayıflatan Batılı feminist fikirlerin bir dayatması olarak yorumlayarak önemli bir direnç göstermiştir. Bu karşıtlık, geleneksel ruhsal ve ahlaki değerlerin korunması ve güçlendirilmesine yönelen Rusya'nın siyasi söylemi ile uyum göstermektedir. Buna karşın, Türk erkekler femvertising mesajlarına nispeten daha açık bir tutum sergilemiş, ancak yine de bir miktar temkinli yaklaşmışlardır. Türkiye'nin, seküler fikirler ile geleneksel İslami değerleri dengeleyen daha çeşitli toplumsal cinsiyet söylemi, femvertising'e yönelik tepkilerin daha az kutuplaşmasına katkıda bulunmuştur. Çalışma, femvertising'de özgünlüğün önemini vurgulamakta ve ticari feminizme, özellikle erkek izleyiciler arasında, tepki ve şüphecilik potansiyelinin bulunduğunu belirtmektedir. Ayrıca çeşitliliğin önemine dikkat çekerek, kapsayıcılığı teşvik etmek ve ayrımcılığı önlemek amacıyla, farklı dinlere, vücut tiplerine ve görünüşlere sahip kadınların yanı sıra erkeklerin de dahil edilmesini önermektedir. Bu bulgular, toplumsal cinsiyete odaklanan reklamcılık literatürünü zenginleştirerek, farklı kültürel ortamlarda femvertising stratejileri uygulanırken kültürel hassasiyetin ve özgün femvertising ilkelerine bağlılığın önemini vurgulamaktadır.

Keywords

Femvertising, Kadın Stereotipleri, YouTube, Rusya, Türkiye

References

• Abdallah, L. K., Jacobson, C., Liasse, D., & Lund, E. (2018). Femvertising and its effects on brand image. Strategic Brand Management, 4(1), 1-18.
• Abitbol, A., & Sternadori, M. (2019). Championing women’s empowerment as a catalyst for purchase intentions: Testing the mediating roles of OPRs and brand loyalty in the context of femvertising. International Journal of Strategic Communication, 13(1), 22-41. https://doi.org/10.1080/1553118X.2018.1552963
• Advertising Standards Authority. (2017). Depictions, Perceptions and Harm. A report on gender stereotypes in advertising. https://www.asa.org.uk/resource/depictions-perceptions-and-harm.html
• Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
• Albers‐Miller, N. D., & Straughan, R. D. (2000). Financial services advertising in eight non‐English speaking countries. International journal of bank marketing, 18(7), 347-358. https://doi.org/10.1108/02652320010359561
• Andersen, R. (2002). The thrill is gone: Advertising, gender representation, and the loss of desire. E. E. Meehan & E. Riordan (Eds.), Sex and money: Feminism and political economy in the media (pp. 223-239). University of Minnesota Press.
• Ardèvol-Abreu, A. (2015). Framing theory in communication research. Origins, development and current situation in Spain. Revista latina de comunicación social, (70), 423-450. https://doi.org/10.4185/RLCS-2015-1053en
• Bahadur, N. (2014, October, 3). Femvertising ads are empowering women and making money for brands. Huffpost. https://www.huffpost.com/entry/femvertising-advertising-empowering-women_n_5921000
• Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers [Master’s thesis, University of Minnesota - Twin Cities]. University of Minnesota Twin Cities. https://conservancy.umn.edu/items/1e7b9cad-6eb8-4b61-9be8-10995236dc1e
• Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the ad and brand choice. Journal of Advertising, 21(3), 19-36. https://doi.org/10.1080/00913367.1992.10673373
• Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87-102. https://doi.org/10.2753/JOA0091-3367400106
• Crouse-Dick, C. E. (2002). She designed: Deciphering messages targeting women in commercials aired during Ally McBeal. Women and Language, 25(1), 18-28.
• Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of interactive advertising, 8(2), 16-25. https://doi.org/10.1080/15252019.2008.10722139
• De Vreese, C. H. (2005). News framing: Theory and typology. Information design journal+ document design, 13(1), 51-62.
• Dinçer, P. (2023). Digital feminist activism in Turkey: has long-awaited fourth wave feminism arrived?. Akdeniz Kadın Çalışmaları ve Toplumsal Cinsiyet Dergisi, 6(1), 282-303. https://doi.org/10.33708/ktc.1175381
• Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599.
• Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38, 418-440. https://doi.org/10.1007/s11747-009-0181-x
• Elhajjar, S. (2022). Attitudes toward femvertising in the Middle East: the case of Lebanon. Journal of Islamic Marketing, 13(5), 1111-1124. https://doi.org/10.1108/JIMA-04-2020-0108
• Feng, Y., Chen, H., & He, L. (2019). Consumer responses to femvertising: A data-mining case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48(3), 292-301. https://doi.org/10.1080/00913367.2019.1602858
• Gengler, A. M. (2011). Selling feminism, consuming femininity. Contexts, 10(2), 68-69. https://doi.org/10.4135/9781506352299.n12
• Gill, R. (2008). Empowerment/sexism: Figuring female sexual agency in contemporary advertising. Feminism & Psychology, 18(1), 35-60. https://doi.org/10.1177/0959353507084950
• Güneş-Ayata, A., & Doğangün, G. (2017). Gender politics of the AKP: Restoration of a religio-conservative gender climate. Journal of Balkan and Near Eastern Studies, 19(6), 610-627. https://doi.org/10.1080/19448953.2017.1328887
• Hainneville, V., Guèvremont, A., & Robinot, É. (2023). Femvertising or femwashing? Women's perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 933-941. https://doi.org/10.1002/cb.2020
• Kantli, M. (2018, February, 25). Believe in More: How a Nike campaign crossed three borders. Medium. https://medium.com/ad-discovery-and-creativity-lab/believe-in-more-how-a-nike-campaign-crossed-three-borders-cbf6381104ed
• Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527266.2017.1338611
• Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers In Human Behavior, 66, 236-247. https://doi.org/10.1016/j.chb.2016.09.024
• Kinser, A. E. (2004). Negotiating spaces for/through third-wave feminism. NWSA Journal, 16 (3), 124-153. https://doi.org/10.2979/NWS.2004.16.3.124
• Kirmani, A., & Campbell, M. C. (2009). Taking the target’s perspective: The persuasion knowledge model. M. Wänke (Ed.) Social psychology of consumer behavior (297-316). Psychology Press.
• Knoll, J. (2016). Advertising in social media: A review of empirical evidence. International journal of Advertising, 35(2), 266-300. https://doi.org/10.1080/02650487.2015.1021898
• Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising: Measuring and comparing gender stereotyping on public and private TV channels in Germany. International Journal of Advertising, 30(5), 867-888. https://doi.org/10.2501/IJA-30-5-867-888
• Kozinets, R. V. (2015). Netnography: Redefined. Sage.
• Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
• Kvaka, A., Murnen, S. K., Nolen, E., & Myers, T. A. (2024). Feminism, Femininity, and Negative Embodiment: A Contemporary Meta-Analytic Test. Sex Roles, 90, 1-22. https://doi.org/10.1007/s11199-024-01529-3
• Lagrasta, F. P., Scozzi, B., & Pontrandolfo, P. (2024). Feminisms and entrepreneurship: A systematic literature review investigating a troubled connection. International Entrepreneurship and Management Journal, 20 (4), 1-32. https://doi.org/10.1007/s11365-024-00977-3
• Lima, A. M., & Casais, B. (2021). Consumer reactions towards femvertising: A netnographic study. Corporate Communications: An International Journal, 26(3), 605-621. https://doi.org/10.1108/CCIJ-02-2021-0018
• Lucas, S. (2000). Nike's commercial solution: Girls, sneakers, and salvation. International Review for The Sociology of Sport, 35(2), 149-164. https://doi.org/10.1177/101269000035002002
• MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. https://doi.org/10.1177/002224378602300205
• Maclaran, P. (2012). Marketing and feminism in historic perspective. Journal of Historical Research in Marketing, 4(3), 462-469. https://dx.doi.org/10.1108/17557501211252998
• Matthes, J., Prieler, M., & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex roles, 75(7), 314-327. https://doi.org/10.1007/s11199-016-0617-y
• MAXQDA. (n.d.). Why MAXQDA? https://www.maxqda.com/
• McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127. https://doi.org/10.2307/259398
• Middleton, K., Turnbull, S., & de Oliveira, M. J. (2020). Female role portrayals in Brazilian advertising: Are outdated cultural stereotypes preventing change?. International Journal of Advertising, 39(5), 679-698. https://doi.org/10.1080/02650487.2019.1658428
• Mohajan, H. (2022). Four waves of feminism: A blessing for global humanity. Studies in Social Science & Humanities, 1(2), 1–8. https://doi.org/10.56397/SSSH.2022.09.01
• Negm, E. (2024). Investigating consumers’ reactions towards female-empowerment advertising (femvertising) and female-stereotypical representations advertising (sex-appeal). Journal of Islamic Marketing, 15(4), 1078-1096. https://doi.org/10.1108/JIMA-05-2022-0128
• NikeWoman. (2017a, February 16). Nike: Из чего же сделаны наши девчонки? [Video]. YouTube. https://www.youtube.com/watch?v=xifSHMbGSKI
• NikeWoman. (2017b, February 20). Bizi böyle bilin [Video]. YouTube. https://www.youtube.com/watch?v=tYh9aCW_DyI
• Ormston, R., Spencer, L., Barnard, M., & Snape, D. (2014). The foundations of qualitative research. J. Ritchie, J. Lewis, C. M. Nicholls, & R. Ormston (Eds.), Qualitative research practice: A guide for social science students and researchers (pp. 1-23). Sage.
• Pérez, M. P. R., & Gutiérrez, M. (2017). Femvertising: Female empowering strategies in recent spanish commercials. Investigaciones Feministas, 8(2), 337-351. https://doi.org/10.5209/INFE.54867
• Pillay, S. (2020). The future is female: Femvertising and attitude formation towards beauty brands. Journal of Contemporary Management, 17(2), 102-125. https://doi.org/10.35683/jcm19069.66
• Rajagopal, I., & Gales, J. (2002). It's the image that is imperfect: Advertising and its impact on women. Economic and Political Weekly, 37 (32), 3333-3337.
• Rampton, M. (2015). Four waves of feminism. Pacific University Oregon, 25, 1-10.
• Rodrigues, R. A. (2016). Femvertising: Empowering women through the hashtag? A comparative analysis of consumers’ reaction to feminist advertising on twitter (Master's thesis, Universidade de Lisboa (Portugal)). https://www.proquest.com/docview/2592267150?pq-origsite=gscholar&fromopenview=true&sourcetype=Dissertations%20&%20Theses
• Rudeloff, C., & Bruns, J. (2024). Effectiveness of femvertising communications on social media: How brand promises and motive attributions impact brand equity and endorsement outcomes. Corporate Communications: An International Journal. 29 (6), 879-897 https://doi.org/10.1108/CCIJ-03-2024-0041
• Saunders, M. Lewis, P., & Thornhill, A. (2009). Research methods for business students. Prentice Hall.
• Skey, S. (2015, April). Femvertising. A new kind of relationship between influencers and brands. IBlog Magazine. https://cdn.sheknows.com/corporate.sheknows.com/production/nodes/attachments/24521/iBlog_Magazine-SheKnows-FemvertisingFeature.pdf?1429105587
• Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://dx.doi.org/10.1080/14680777.2020.1825510
• Vinacke, W. E. (1957). Stereotypes as social concepts. The Journal of Social Psychology, 46(2), 229-243. https://doi.org/10.1080/00224545.1957.9714322
• Walther, J. B., DeAndrea, D., Kim, J., & Anthony, J. C. (2010). The influence of online comments on perceptions of antimarijuana public service announcements on YouTube. Human Communication Research, 36(4), 469-492. https://doi.org/10.1080/00224545.1957.9714322
• WeAreSocial. (2024). Digital 2024: Global Overview Report [Rapor]. https://wearesocial.com/uk/blog/2024/01/digital-2024/
• Стешин, Д., & Алфимов, В. (2022, 28 December). Политические итоги 2022 года с Александром Дугиным: «Либерализм сбежал вместе с Чубайсом, как убегает утренний кофе». Комсомольская правда. https://www.kp.ru/daily/27490.3/4699185/?ysclid=m2q722ia81783471568
• РИА Новости. (2022, 9 November). Путин утвердил основы госполитики по сохранению духовных ценностей. РИА Новости. https://ria.ru/20221109/tsennosti-1830305236.html?ysclid=m2otwiw6d9511077182
• РИА Новости. (2023, 22 November). Путин постановил провести в России Год семьи. РИА Новости. https://ria.ru/20231122/semya-1911067078.html?ysclid=m2ow0ysunh135502755