Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

Chhabra, Deepak; Andereck, Kathleen; Yamanoi, Keiko; Plunkett, Dan

doi:10.1080/10548408.2011.545739

Cited by 23 publications

(19 citation statements)

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“…Furthermore, images have a profound ability to perpetuate, challenge or change dominant discourses as visual images used by these health-oriented campaigns can reflect the lived realities of individuals 19. The ways in which images depict gender illuminate important societal discourses and power relations 20. Chhabra et al 20 argued that ‘media depictions via visual advertisements bombard audience and act as socializing agents’ (p. 112).…”

Section: Safe Kids Weekmentioning

confidence: 99%

Safe Kids Week: Analysis of gender bias in a national child safety campaign, 1997–2016

et al. 2017

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Child safety campaigns play an important role in disseminating injury prevention information to families. A critical discourse analysis of gender bias in child safety campaign marketing materials can offer important insights into how families are represented and the potential influence that gender bias may have on uptake of injury prevention information. Our approach was informed by poststructural feminist theory, and we used critical discourse analysis to identify discourses within the poster materials. We examined the national Safe Kids Canada Safe Kids Week campaign poster material spanning twenty years (1997-2016). Specifically, we analyzed the posters' typeface, colour, images, and language to identify gender bias in relation to discourses surrounding parenting, safety, and societal perceptions of gender. The findings show that there is gender bias present in the Safe Kids Week poster material. The posters represent gender as binary, mothers as primary caregivers, and showcase stereotypically masculine sporting equipment among boys and stereotypically feminine equipment among girls. Interestingly, we found that the colour and typeface of the text both challenge and perpetuate the feminization of safety. It is recommended that future child safety campaigns represent changing family dynamics, include representations of children with non-traditionally gendered sporting equipment, and avoid the representation of gender as binary. This analysis contributes to the discussion of the feminization of safety in injury prevention research and challenges the ways in which gender is represented in child safety campaigns.

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Section: Safe Kids Weekmentioning

confidence: 99%

Safe Kids Week: Analysis of gender bias in a national child safety campaign, 1997–2016

et al. 2017

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“…For instance, Chhabra, Andereck, Yamanoi, and Plunkett (2011) examined vacation guides printed by state tourism offices Introduction Documented literature suggests that women in mass media continue to be portrayed in their "traditional stereotypical" roles (such as domestic, noncompetitive, shy, and passive) (Cambronero-Saiz, 2013;Kumar & Taunk, 2013;Lawton, 2009;Pritchard & Morgan, 2000a;Sirakaya & Sonmez, 2000;Tortajada, Arauna, & Martinez, 2013). Tortajada et al (2013) opine that "advertisers often ritualize what is already ritualized" (p. 178).…”

mentioning

confidence: 97%

“…For instance, a moral values approach (Friedman, 2006) can enforce constructive and positive emotional dispositions, thereby serving to improve human welfare. As pointed out by Chhabra et al (2011), "the underlying premise is that moral goals enhance the well-being of both the guests and hosts and the social health of destination environments. The goal is to optimize the destination well-being and human satisfaction over an extended period of time" (p. 126).…”

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confidence: 98%

“…All four regions are unique and distinct with regard to their historical and sociocultural attributes. In essence, the following factors guided the grouping technique: history, traditions, economy, climate, and geography (Cayton & Gray 2001;Chhabra et al, 2011).…”

mentioning

confidence: 99%

“…The gender data are segregated into four regions profiled by a spatial distribution map (Chhabra et al, 2011): North (region 1), South (region 2), Midwest (region 3), and West (region 4). All four regions are unique and distinct with regard to their historical and sociocultural attributes.…”

mentioning

confidence: 99%

See 2 more Smart Citations

Dispelling Gendered Myths in Tourism Promotional Materials: An Upstream Social Marketing Perspective

Chhabra¹,

Johnston²

2014

Tourism Analysis

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This study performs an important task of revisiting gender representations over time in tourism advertisements by destination marketing organizations in the US (after 5 years), using a geographic strata approach. Subtle evidence with regard to manipulation of visual imagery is noted in ritualized images of women, although equitable profiling is also reported in several gender display categories. This study suggests an "upstream" social marketing agenda to minimize stereotype representations.

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On Drenching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation

Meneses

Luri-Rodríguez

2015

Applying Quality of Life Research

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Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

Cited by 23 publications

References 50 publications

Safe Kids Week: Analysis of gender bias in a national child safety campaign, 1997–2016

Safe Kids Week: Analysis of gender bias in a national child safety campaign, 1997–2016

Dispelling Gendered Myths in Tourism Promotional Materials: An Upstream Social Marketing Perspective

On Drenching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation

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