A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements

Yıl 2024, Sayı: 66, 29 - 65, 12.07.2024

Melis Gey Cihan Becan

https://doi.org/10.26650/CONNECTIST2024-1377356

Öz

In today’s world, brands try to strengthen their position in their industry and enhance their connexion with consumers by showcasing themselves on social issues to influence consumers and positively affect their brand image. Gender equality has recently become prominent among these social issues. Accordingly, this study examines consumers’ sensitivity to advertisements that promote gender equality. The aim of this study is to measure the impact of consumers’ sensitivity to equality in gender roles on their involvement in advertisements and to scrutinize their sensitivities and opinions regarding ads in this context. In the research, which employs a mixed-method approach, surveys were conducted online with 300 participants using convenience sampling, and in-depth interviews were conducted with 10 voluntary participants. To achieve the research objectives and test the hypotheses, one of the campaigns focussing on equality in household gender roles from the past year was selected after a pilot study and presented to the participants. According to the research findings, consumers’ sensitivity to equality in gender roles has a significant and positive impact on cognitive and affective involvement in advertisements. Furthermore, participants believed that the message conveyed in the ad could be beneficial in terms of gender equality sensitivity, but they also critically examined equality in household gender roles presented in the advertisement.

Anahtar Kelimeler

Advertising, gender roles, gender equality, cognitive involvement, affective involvement

Etik Beyan

For this research, Ethics Committee Approval was obtained from the Üsküdar University Non-Interventional Research Ethics Committee with protocol number 61351342 during the meeting on May 31, 2023. The study was designed in compliance with ethical principles and regulations.

Tüketicilerin toplumsal cinsiyet rollerindeki eşitliğe yönelik duyarlılığının reklamlarla ilgilenime etkisi üzerine bir saha araştırması

Öz

Günümüzde markalar hem faaliyet gösterdikleri sektörde konumunu sağlamlaştırmak hem de tüketicilerle olan bağını güçlendirmek için sosyal konularda kendini göstererek tüketicileri etkilemeye ve marka imajları üzerinde olumlu etkiler oluşturmaya çaba göstermektedir. Bahsedilen bu sosyal konular içerisinde son zamanlarda toplumsal cinsiyet eşitliği öne çıkmaktadır. Buradan hareketle çalışma, tüketicilerin toplumsal cinsiyet eşitliğini içeren reklamlara yönelik gösterdikleri ilgilenimi incelemeyi konu edinmektedir. Bu doğrultuda tüketicilerin ev içi toplumsal cinsiyet rollerindeki eşitliğine yönelik duyarlılığın, reklama gösterdikleri ilgilenim üzerindeki etkisini ölçümlemek ve bu içerikteki reklamlara karşı hassasiyetlerini ve görüşlerini irdelemek amaçlanmaktadır. Karma metodun uygulandığı araştırmada kolayda örneklem yöntemiyle, çevrimiçi ortamda, 300 kişiye anket yapılırken, 10 gönüllü katılımcıyla derinlemesine görüşme gerçekleştirilmiştir. Araştırmanın amacını gerçekleştirebilmek ve ortaya koyulan hipotezleri test etmek amacıyla, son bir yılı kapsayan, ev içi toplumsal cinsiyet rollerindeki eşitliği içeren kampanyalardan biri, pilot çalışma sonrası seçilerek katılımcılara gösterilmiştir. Araştırmanın sonucuna göre, reklama yönelik bilişsel ve duygusal ilgilenim üzerinde, tüketicilerin toplumsal cinsiyet eşitliği duyarlılığının anlamlı ve pozitif yönde bir etkisi olduğu gözlemlenmiştir. Ayrıca katılımcıların reklamda iletilen mesajın toplumsal cinsiyet eşitliğine duyarlılık bakımdan iyileştirici olabileceğini düşünürken, bireylerin reklamda sunulan ev içi toplumsal cinsiyet rollerindeki eşitlik ile ilgili içeriği sorgulayıcı bir şekilde ele aldıkları gözlemlenmektedir.

Anahtar Kelimeler

Reklam, toplumsal cinsiyet rolleri, toplumsal cinsiyet eşitliği, bilişsel ilgilenim, duygusal ilgilenim

Etik Beyan

Bu araştırma için Üsküdar Üniversitesi Girişimsel Olmayan Araştırmalar Etik Kurul Başkanlığı'ndan, 31.05.2023 tarihli toplantısında, 61351342 protokol numarası ile Etik Kurul İzni alınmıştır. Çalışma, etik ilke ve kurallara uygun olarak dizayn edilmiştir.

Kaynakça

• 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 google scholar
• Âkestam, N., Rosengren, S. & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology and Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023 google scholar
• Arat, Y. (2020). Toplumsal cinsiyet ve toplumsal cinsiyet eşitliği nedir, ne değildir? Retrieved September 14, 2023 from https://sarkac.org/2020/02/toplumsal-cinsiyet-nedir-ne-degildir/ google scholar
• Atkinson, S. (2015). Sosyoloji kitabı. (T. Göbekçin, Trans.). Alfa Yayınları. google scholar
• Banet-Weiser, S. (2012). Free self-esteem tools? Brand culture, gender, and the Dove Real beauty campaign. R. Mukherjee & S. Banet-Weiser (Ed.) In Commodity activism: Cultural resistance in neoliberal times. (pp. 39-56). New York University Press. google scholar
• Barbour, R. S. & Schostack, J. (2005). Interviewing and focus groups. B. Somekh & C. Lewin (Ed.), In Research methods in the social sciences. (pp. 41-49). Sage Publications. google scholar
• Bayyurt, Y. & Seggie, F. N. (2015). Nitel araştırma: yöntem, teknik, analiz ve yaklaşımları. Anı Yayınları. google scholar
• Bozbay, Z., Gürşen, A. E., Akpınar, H. M. & Yaman, Ö. K. (2019). Tüketicilerin kadın temalı reklamcılık (femvertising) uygulamalarına ilişkin değerlendirmeleri: Kalitatif Bir Araştırma. Galatasaray Üniversitesi İletişim Dergisi, 31, 169-190. https://doi.org/10.16878/gsuilet.509226 google scholar
• Canbazoğlu, A. D. (2020). Eşitlik savunusu mu, çocuk istismarı mı? Toplumsal cinsiyet eşitliği temalı bir reklamın analizi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8(1), 69-103. https://doi. org/10.19145/e-gifder.650583 google scholar
• Champlin, S., Sterbenk, Y., Windels, K. & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: A qualitative exploration of ‘femvertising’. International Journal of Advertising, 38(8), 1240-63. https://doi.org/10.1080/02650487.2019.1615294 google scholar
• Chhabra, D., Andereck, K., Yamanoi, K. & Plunkett, D. (2011). Gender equity and social marketing: An analysis of tourism advertisements. Journal of Travel & Tourism Marketing, 28(2), 111-128. Doi: 10.1080/10548408.2011.545739. google scholar
• Cislaghi, B. & Heise, L. (2020). Gender norms and social norms: Differences, similarities and why they matter in prevention science. Sociology of Health & Illness, 42(2), 1-16, doi:10.1111/1467-9566.13008 google scholar
• Cohen, J. (1988). The t test for means. Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Publishers. google scholar
• Creswell, J. W. (2003). Research design: Qualitative, quantitative and mixed methods approaches (2nd edition). Sage. google scholar
• Creswell, J. W. & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications. google scholar
• Creswell, J. W. & Creswell, D. J (2018). Research design: Qualitative, quantitative, and mixed methods approach. Sage Publications. google scholar
• Dauvergne, P. (2018). Is the power of brand-focused activism rising? The case of tropical deforestation. Journal of Environment & Development, 26(2), 1-22. https://doi.org/10.1177/1070496517701249 google scholar
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. Doi:10.2307/249008 google scholar
• Dawson, C. (2007). A practical guide to research methods: A user-friendly manual for mastering research techniques and projects. How to Books. google scholar
• De Carlo, L. T. (1997). On the meaning and use of kurtosis. Psychological Methods, 2, 292-307. https://doi. org/10.1037/1082-989X.2.3.292 google scholar
• Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599. Retrieved August 20, 2023 from https://core.ac.uk/download/pdf/229163714.pdf google scholar
• Ecevit, Y. (2021). Toplumsal cinsiyet eşitliğinin temel kavramları: Toplumsal cinsiyet eşitliğinin izlenmesi projesi faz II. Ceid. retrieved September 18, 2023 from https://www.ceidizler.ceid.org.tr google scholar
• Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38, 418-440. Doi: 10.1007/s11747-009-0181-x google scholar
• Fowler, K. & Thomas, V. (2015). A content analysis of male roles in television advertising: Do traditional roles still hold? Journal of Marketing Communications, 21(5), 356-371. https://doi.org/10.1080/13527266.2013.775178 google scholar
• Furnham, A. & Mak, T. (1999). Sex-role stereotyping in television commercials: A review and comparison of fourteen studies done on five continents over 25 years. Sex Roles, 41(5- 6), 413-437. google scholar
• Furnham, A. & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51(3), 216-236. Doi:10.1111/ j.1467-9450.2009.00772.x google scholar
• Gill, R. (2008). Empowerment/sexism: Figuring female sexual agency in contemporary advertising. Feminism & Psychology, 18(1), 35-60. https://doi.org/10.1177/0959353507084950 google scholar
• Goffman, E. (2020). Reklamlarda toplumsal cinsiyet. (D. Kılıçer & F. Öz, Trans.). Heretik Yayınları. google scholar
• Grau, S. L. & Zotos, Y. C. (2016). Gender stereotypes in advertising: A review of current research. International Journal of Advertising, 35(5), 761-770. https://doi.org/10.1080/02650487.2016.1203556 google scholar
• Grove, C. N. (2005). Introduction to the GLOBE research project on leadership worldwide. Retrieved 5 September 2023, from www.grovewell.com/pub-GLOBE-intro.html. google scholar
• Gürbüz, S. & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri: Felsefe-yöntem-analiz. (5th Ed) Seçkin Yayıncılık. google scholar
• Hopkins, K. D. & Weeks, D. L. (1990). Tests for normality and measures of skewness and kurtosis: Their place in research reporting. Educational and Psychological Measurement, 50, 717-729. https://doi.org/10.1177/0013164490504001 google scholar
• House, R., Javidan, M., Hanges, P. & Dorfman, P. (2002). Understanding cultures and implicit leadership theories across the globe: An introduction to project GLOBE. Journal of World Business, 37(1), 3-10. https://doi. org/10.1016/S1090-9516(01)00069-4 google scholar
• Huhmann, B. & Limbu, Y. B. (2016). Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general. International Journal of Advertising, 35(5), 846-863. Doi: 10.1080/02650487.2016. 1157912. google scholar
• Jarviste, L. (2010). Gender equality and inequality: Attitudes and situation in Estonia in 2009. Policy analysis: Series of the Ministry of Social Affairs, No: 3, Retrieved August 31, 2023 from https://old.adapt.it/adapt-indice-a-z/l-jarviste-gender-equality-inequality-attitudes-situation-estonia-2009/ google scholar
• Johnson, R. B. & Turner, L. A. (2003). Data collection strategies in mixed methods research. A. Tashakkori and C. Teddlie (Ed.) In Handbook of mixed methods in social and behavioral research (pp. 297-319). Sage. google scholar
• Karasar, N. (2009). Bilimsel araştırma yöntemi. (19th Ed). Nobel Yayınları. google scholar
• Kilbourne, J. (1999). Deadly persuasion: Why women and girls must fight the addictive power of advertising. The Free Press. google scholar
• Lazar, M. M. (2014). Recuperating feminism, reclaiming femininity: Hybrid postfeminist identity in consumer advertisements. Gender and Language, 8(2), 205-224. DOI:10.1558/genl.v8i2.205 google scholar
• Lee, J. & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. Doi: 10.1016/j.ijinfomgt.2016.01.001 google scholar
• Lewin, C. (2005). Elementary quantitative methods. B. Somekh & C. Lewin (Ed.), In Research methods in the social sciences (pp. 215-226). Sage Publications. google scholar
• Logan, K., Bright, L. F. & Grngadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164-179. Doi:10.1108/17505931211274651 google scholar
• Matthes, J., Prieler, M. & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75(7-8), 314-327. Doi:10.1007/s11199-016-0617-y google scholar
• Meyers, J. L., Well, A. D. & Lorch, R. F. (2010). Research design and statistical analysis. Routledge. [Adobe Digital Editions]. Retrieved from eBook Library. google scholar
• Mutlu, E. (2012). İletişim sözlüğü. (6th ed.). Sofos Yayınları. google scholar
• Nwokoro, C. I. & Ekwunife, R. O. (2020). Gender-sensitive advertising as an effective tool for repositioning women into public offices in Nigeria. American Journal of Communication, 2(1), 1-16. https://doi.org/10.47672/ajc.498 google scholar
• Oakley, A. (1972). Sex, gender, and society: Towards a new society. Temple Smith. google scholar
• Pavlou, P. A. & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115-134. https://doi.org/10.2307/25148720 google scholar
• Pounders, K. (2018). Are portrayals of female beauty in advertising finally changing? Journal of Advertising Research, 58(2), 133-137. Doi: 10.2501/JAR-2018-021. google scholar
• Scott, J. W. (2007). Toplumsal cinsiyet: Faydalı bir tarihsel analiz kategorisi. (A. T. Kılıç, Trans.). Agora Yayınevi. google scholar
• Shteiwi, M. (2015). Attitudes towards gender roles in Jordan. British Journal of Humanities and Social Sciences, 12(2), 15-27. Retrieved August 10, 2023 from https://www.ajournal.co.uk/HSArticles12(2).htm google scholar
• Silverman, D. (2011). Introducing to qualitative research. D. Silverman (Ed.) In qualitative research (pp. 3-17). Sage Publications. google scholar
• Slattery, M. (2008). Sosyolojide temel fikirler. Sentez Yayınları. google scholar
• Smith, J. A., Flowers, P. & Larkin, M. (2009). Interpretative phenomenological analysis: Theory method and research. Sage Publications. google scholar
• Sudkamper, A., Ryan, M. K., Kirby, T. A. & Morgenroth, T. (2020). A comprehensive measure of attitudes and behavior: Development of the support for gender equality among men scale. European Journal of Social Psychology, 50, 256-277. Doi: 10.1002/ejsp.2629 google scholar
• Şener, G. & Öztürk, E. (2022, May 13). Effie awards Türkiye toplumsal cinsiyet eşitliği karnesi araştırması 2022 sonuç raporu. Retrieved August 28, 2023 from https://www.rvd.org.tr/haberler/tv-reklamlarinin-2022-yili-toplumsal-cinsiyet-esitligi-karnesi-aciklandi google scholar
• Tsichla, E. (2020). The changing roles of gender in advertising: Past, present, and future. Contemporary Southeastern Europe, 7(2), 28-44. https://doi.Org/10.25364/02.7:2020.2.3 google scholar
• Tutar, H. & Erdem, A. T. (2020). Örnekleriyle bilimsel araştırma yöntemleri ve SPSS uygulamaları. Seçkin Yayınları. google scholar
• Valek, N. S. & Picherit-Duthler, G. (2021). Pushing for gender equality in advertising: Gender role stereotypes in the United Arab Emirates. Journal of International Consumer Marketing, 33(5), 512-525. Doi: 10.1080/08961530.2020.1820417 google scholar
• Varghese, N. & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680777.2020.1825 google scholar
• Vivian, J. (2009). The media of mass communication. (9th Ed.). Pearson International. google scholar
• Wade, C. & Tavris, C. (1990). Psychology. (2nd Ed.). Harper and Row Publishing Com. google scholar
• Wagner, W. E. (2010). Using SPSS for social statistics and research methods. (2nd Ed.). Fine Forge Press. google scholar
• Windels, K. (2016). Stereotypical or just typical: How do US practitioners view the role and function of gender stereotypes in advertisements? International Journal of Advertising, 35(5), 864-887. https://doi.org/10.1080/ 02650487.2016.1160855 google scholar
• Yıldırım, A. & Şimşek, H. (2016). Sosyal bilimlerde nitel araştırma yöntemleri. Seçkin Yayınları. google scholar
• Zimmerman, A. & Dahlberg, J. (2008). The sexual objectification of women in advertising: A contemporary cultural perspective. Journal of Advertising Research, 48(1), 71-79. Doi: 10.2501/S0021849908080094 google scholar
• Zotos, Y. C. & Tsichla, E. (2014). Female stereotypes in print advertising: A retrospective analysis. Procedia-social and Behavioral Sciences 148, 446-454. https://doi.org/10.1016/j.sbspro.2014.07.064 google scholar