Adopting an approach of ethnography, this article uses the Chinese fashion magazine Esquire（ under the American Esquires copyright） as a case study of indigenous media in the context of the globalization of the mark...Adopting an approach of ethnography, this article uses the Chinese fashion magazine Esquire（ under the American Esquires copyright） as a case study of indigenous media in the context of the globalization of the market economy, and approaches it with critical theories of political economy of communication, in order to offer insight into the commodification process of the Chinese male and expose its implicit dependent economy model. Thus the author attempts to demonstrate how male fashion media in China are trying to re-construct Chinese males＇ masculinity in a post-socialist state and trying to re-map the spheres of class and commodity, as being manipulated by the international copyright system, in the context of postcolonialism, intending to change traditional gender order and to sustain Western Capitalism＇s planetary expansion.展开更多
This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and ...This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades）, using KANG＇s （1997） scales of gender behaviors inspired by Goffman＇s （1979） gender studies. The researcher obtained findings by averaging the overall sum of each country＇s stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of ＂feminine touch＂, ＂licensed withdrawal＂, and ＂body display＂. Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.展开更多
文摘Adopting an approach of ethnography, this article uses the Chinese fashion magazine Esquire（ under the American Esquires copyright） as a case study of indigenous media in the context of the globalization of the market economy, and approaches it with critical theories of political economy of communication, in order to offer insight into the commodification process of the Chinese male and expose its implicit dependent economy model. Thus the author attempts to demonstrate how male fashion media in China are trying to re-construct Chinese males＇ masculinity in a post-socialist state and trying to re-map the spheres of class and commodity, as being manipulated by the international copyright system, in the context of postcolonialism, intending to change traditional gender order and to sustain Western Capitalism＇s planetary expansion.
文摘This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades）, using KANG＇s （1997） scales of gender behaviors inspired by Goffman＇s （1979） gender studies. The researcher obtained findings by averaging the overall sum of each country＇s stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of ＂feminine touch＂, ＂licensed withdrawal＂, and ＂body display＂. Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.
