TY  - JOUR
T1  - Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study
TT  - Rusya ve Türkiye'de Femvertising’e Yönelik Tüketici Tutumları: Netnografik Bir Çalışma
AU  - Çevik Ergin, Tuba
AU  - Aleksandrova, Iana
PY  - 2024
DA  - December
Y2  - 2024
DO  - 10.70684/silet.1577623
JF  - Sakarya İletişim
JO  - Sakarya Communication
PB  - Sakarya Üniversitesi
WT  - DergiPark
SN  - 2791-6464
SP  - 129
EP  - 149
VL  - 4
IS  - 2
LA  - en
AB  - 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.
KW  - Femvertising
KW  - Female Stereotypes
KW  - YouTube
KW  - Russia
KW  - Türkiye
N2  - 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.
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UR  - https://doi.org/10.70684/silet.1577623
L1  - https://dergipark.org.tr/tr/download/article-file/4332499
ER  -