A recent strategy known as "femvertising" appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of "femvertising" and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality. [ABSTRACT FROM AUTHOR]
Jiménez Rodrigo, María Luisa and Guzmán Ordaz, Raquel
Subjects
*VIOLENCE against women, *ABUSE of women, *GENDER inequality, *GENDER studies, *SOCIAL science research, *FEMINISM, *FEMINISTS, *POWER (Social sciences)
Abstract
Feminist frameworks have focused on gender inequality as the fundamental explanatory factor of male violence against women in union. This paper extends the analysis to contributions produced through social research. The approaches studied consider the personal characteristics of victims and aggressors (individual focus), the male-female power relationship within the couple (dyadic focus), and structural and symbolic factors (macro-social focus). An exploration of the respective contributions of these different perspectives shows that they offer only partial, inadequate approaches, given the multidimensional complexity of the problem. The main conclusions recognize that it is necessary to develop multi-level and inter-relational analytical frameworks such as the intersectional paradigm, in order to achieve a better understanding of the connection between gender inequality and male violence against women. [ABSTRACT FROM AUTHOR]
*TECHNOLOGY, *FEMINISM, *TECHNOLOGICAL innovations, *GENDER studies, *PERFORMATIVE (Philosophy), *SUBJECTIVITY, *INFORMATION & communication technologies, *TECHNOLOGY & women
Abstract
The "gender digital divide" constitutes a prolific research program that compares the differences between women and men in access to Information and Communication Technologies (ICT). Nevertheless, those using feminist socio-constructivist perspectives argue for the need to pay attention, not only to "access," but also to "design," in addition to considering social relations as something that is coded within technological artifacts. From this perspective, gender constitutes an integral part of technological production. This paper explores the co-constitution of gender and technology, considering a specific action- research experience. It is argued that the re-signification of gendered and technological codes drifts through: a) the opening of gendered and technological codes; b) the production of new cultural imaginaries that question hegemonic representations of gender; and c) the production of new subjectivities through the reorganization of socio-technical practices to develop performative acts that transform patriarchal relations. [ABSTRACT FROM AUTHOR]