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Desarmando estereotipos: Una investigación que analiza las publicidades más premiadas de Argentina para entender cómo se reproducen los estereotipos dañinos

Ariadna Carulli, Florencia Luque, Paola Ramírez Barahona et al.

ONU (2023), 30 pp.

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Increasing fairness in targeted advertising: The risk of gender stereotyping by job ad algorithms

Nadine Birner, Shlomi Hod, Matthias C. Kettemann (eds.)

Berlin: Alexander von Humboldt Institute for Internet and Society (HIIG) (2021), 24 pp.

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Publicidad y estereotipos: Una relación de alto riesgo

Buenos Aires: ONU Mujeres Argentina; Organización Internacional del Trabajo (OIT) (2021), 59 pp.

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Imagining the Mulatta: Blackness in U.S. And Brazilian Media

Jasmine Mitchell

Urbana et al.: University of Illinois Press (2020), xvi, 268 pp.

"Brazil markets itself as a racially mixed utopia. The United States prefers the term melting pot. Both nations have long used the image of the mulatta to push skewed cultural narratives. Highlighting the prevalence of mixed-race women of African and European descent, the two countries claim to have ... more

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The Changing Representation of the Arab Woman in Middle East Advertising and Media

Badreya Nasser Abdullah Al Jenaibi

Global Media Journal - Arabian Edition, volume 1, issue 2 (2011), pp. 67-88

"As the United Arab Emirates continues to emerge as a cosmopolitan tourist destination, the marketing of Arab images to create metaphors of hospitality and openness, even sex appeal, will continue to grow. Images of Arab women are central to the branding of the UAE in its desired role as a globally ... known brand/product/service that goes beyond normal expectations, delivering incredible luxury, all with the open arms of a warm and generous society. Consequently, the UAE advertising and media industry has created a mixed brand of western and Islamic representations of local women that is sometimes controversial, sometimes liberating. Arab women are caught in the dichotomous push-pull dynamics of rapid modernization in an Islamic state. These women will undoubtedly participate in the emergence of new gender identities, but not without resistance and obstacles, some imposed on themselves as they seek to navigate the forces of capitalistic consumerism and its effects on identity. Within this complexity, the influence of Western advertising and its potential impact on traditional versions of female Islamic identity cannot be easily reduced to a simple negative, but it is certainly the case that the classic dismemberment and fetishization of the female body is likely to intensify in Arab consumer media. This radical shift in her existential and social status will undoubtedly have deep and wide effects on the condition of women in UAE society. The status of the values and traditions of Arab-Islamic femininity and motherhood will become a matter for contestation with these commercial forces, as women appear more and more as the enablers of a more liberal and globalised value system. Many Arab women, both traditional and more liberal, are learning to navigate the dualistic pressures of living in a modern society with strong traditional values. Yet, they face a bipolar existence, at least for now. On the one hand, the image of Arab woman is being used in the public sphere to create a brand of sophistication and hospitality. On the other, women who appear publicly are still judged, sometimes very harshly. Consequently, Arab marketing to Arab women as consumers and Arab women as drivers of consumption tread between the idealized traditional Arab woman and the marketable Arab woman. The Arab woman emerges as an advertisement both for herself and her nation, while maintaining an identity of piety and a traditional role within the family. The successful identity of Arab woman will maintain a sense of piety, while being appealing to a world audience. Can global consumerism and Arab female identity find a peaceful coexistence? It will likely require Arab women’s sensibilities to negotiate this new identity from within their culture at a pace that is not threatening to the culture in general. This renegotiation will require wisdom, courage and the logic of the marketplace, a complicated territory indeed." (Conclusion, page 84) more

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Critical Readings: Media and Gender

Cynthia Carter, Linda Steiner (eds.)

Maidenhead: Open University Press (2004), 366 pp.

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Gender Setting: New Agendas for Media Monitoring and Advocacy

Margaret Gallagher

London; New York: Zed Books; World Association for Christian Communication (WACC) (2001), 216 pp.

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Presencia de la mujer en los medios de communicación

Lima: Calandria (2001), 54 pp.

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Empowering Women Through the Media: A Report

Bangalore: Media centre Bangalore (1991), 100 pp.

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Who Calls the Shots: Proceedings of the 1991 International Conference on Women, Media and Advertising

Rosario A. Garcellano (ed.)

Manila: Women's Media Circle Foundation (1991), 196 pp.

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Break the Lies That Bind: Sexism in the Media

Los Angeles: Center for Media Literacy (1989), 44 pp.

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Abuse of Women in the Media

Penang (MY): Consumers' Association of Penang (1982), 85 pp.

"This booklet contends that the lifestyle of women in the Third World, including Malaysia, has been influenced by the Western media which represent "the interests and values of an alien and dominant culture" and project a Western brand of consumption which is discriminatory, oppressive and male-orie ... more

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Mass Media: The Image, Role, and Social Conditions of Women. A Collection and Analysis of Research Materials

Mieke Ceulemans, Guido Fauconnier

Paris: UNESCO (1979), 78 pp.

"Covers a wide range of books and articles, broken down by media - advertising, broadcasting (radio, television, film), and print (Newspapers and magazines); and within the various media by geographic location - North America, Europe, Asia and Africa. Contains a list of the research studies analyzed ... more