Marketing the female politician: an exploration of gender and appearance

Sanghvi, Minita; Hodges, Nancy

doi:10.1080/0267257x.2015.1074093

Cited by 29 publications

(17 citation statements)

References 28 publications

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“…The first tactic, dressing to connect with audiences, was included because of the attention that scientists have received for personal style (e.g., [17]), the public discussions around style choices by politicians as part of communicating to connect with stakeholders (e.g., [18]), the challenges that many scientists seem to have when it comes to dressing appropriately [19], and the central role that style plays in science stereotypes [20]. The expectation is that style choices could help achieve communication objectives related to shared identity [21] and that it would not be particularly onerous for most communicators.…”

Section: Introductionmentioning

confidence: 99%

Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics

2019

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Strategic science communicators need to select tactics that can help them achieve both their short-term communication objectives and long-term behavioral goals. However, little previous research has sought to develop theory aimed at understanding what makes it more likely that a communicator will prioritize specific communication tactics. The current study aims to advance the development of a theory of strategic science communication as planned behavior based on the Integrated Behavioral Model. It does so in the context of exploring Canadian scientists’ self-reported willingness to prioritize six different tactics as a function of attitudinal, normative, and efficacy beliefs. The results suggest that scientists’ beliefs about ethicality, norms, response efficacy, and self-efficacy, are all meaningful predictors of willingness to prioritize specific tactics. Differences between scientists in terms of demographics and related variables provide only limited benefit in predicting such willingness.

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Section: Introductionmentioning

confidence: 99%

Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics

2019

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“…In addition to parental status, we look for the presence of seniors or other non-familial children. Consistent with communal traits that are often associated with caregiving, female leaders pictured with family members, children and/or seniors would represent gender-reinforcing strategy (Sanghvi and Hodges, 2015). Despite these gendered expectations, we find the three accounts rarely posted pictures with these actors (only 29% included at least one of these actors).…”

Section: Resultsmentioning

confidence: 99%

“…Choices about physical appearance are not only crucial to self-presentation but are also gendered. Sanghvi and Hodges (2015: 1676–77) note the “notion of appearance is particularly salient for female politicians who . .…”

Section: Resultsmentioning

confidence: 99%

Worth a Thousand Words: The Study of Visual Gendered Self-Presentation on Twitter

Mattan

Small

2021

Can J Pol Sci

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The picture superiority effect suggests that a single photograph can communicate a significant amount of political information to voters. Accordingly, politicians must make strategic choices in their self-presentation, particularly when considering how to respond to gender-based stereotypes. Strategic stereotype theory suggests that politicians will either emphasize or rescind gender-based stereotypes depending on whether they believe them to be advantageous to their political image. While the literature on gendered self-presentation is largely confined to television advertising, there is a growing literature focused on the online environment. In this research note, we develop a methodological framework to assess gender-based stereotypes in a purely visual environment. We test the framework using photographs from the Twitter feeds of the main party leaders in the 2018 Ontario election. The note concludes by reflecting on the methodological challenges of examining gender in visual political content online.

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“…Specifically, marketing practices have contributed to inequality through gender (Sanghvi and Hodges, 2015), ethnicity, and socio-economic status (Maclaran, 2015), thus marketers have a role to play (Fischer, 2015) in preventing inequitable practices. This requirement must become a part of the brand experience design process.…”

Section: Directions For Future Researchmentioning

confidence: 99%

The experience – economy revisited: an interdisciplinary perspective and research agenda

Chevtchouk

Veloutsou

Paton

2021

JPBM

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Purpose The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term. Design/methodology/approach This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises. Findings This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon. Research limitations/implications The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research. Practical implications The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors. Originality/value This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.

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Marketing the female politician: an exploration of gender and appearance

Cited by 29 publications

References 28 publications

Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics

Strategic science communication as planned behavior: Understanding scientists’ willingness to choose specific tactics

Worth a Thousand Words: The Study of Visual Gendered Self-Presentation on Twitter

The experience – economy revisited: an interdisciplinary perspective and research agenda

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