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It Really Works! Qualitative Content Analysis of Multilevel Marketing Organizations’ Online Promotional Messaging and Recruitment Strategies 真的很管用!多层次营销机构在线促销信息的定性内容分析及招聘策略
IF 1 Q2 Social Sciences Pub Date : 2022-06-03 DOI: 10.1080/07491409.2022.2053625
Rachelle L. Pavelko, Cory A. Barker
Abstract Though controversial due to their similarities to illegal pyramid schemes, multilevel marketing (MLM) companies annually generate billions of dollars and recruit millions of people, particularly women. The purpose of the present study is to assess how three major MLMs—It Works!, Young Living, and Younique—situate themselves online. We engage in a qualitative content analysis of these companies’ Web sites (including the language, visuals, and site navigation) to identify notable themes that emerge from online recruitment efforts. The analysis draws upon theoretical frameworks related to feminism, faith, and commodity activism as they intersect with neoliberal capitalism. The application of critiques of neoliberal feminism and commodity activism to an ignored but significant corner of modern capitalism shapes the development of a coding schema that unlocks a deeper understanding of how women are targeted by MLM promotional messaging.
虽然由于与非法传销相似而引起争议,但多层次营销(MLM)公司每年产生数十亿美元的收入,并招募数百万人,特别是女性。本研究的目的是评估如何三大传销-它的工作!、Young Living和优尼克等公司都在网上定位自己。我们对这些公司的网站进行定性内容分析(包括语言、视觉效果和网站导航),以确定在线招聘工作中出现的值得注意的主题。该分析借鉴了与女权主义、信仰和商品行动主义相关的理论框架,因为它们与新自由主义资本主义相交。将对新自由主义女权主义和商品激进主义的批评应用于现代资本主义一个被忽视但意义重大的角落,塑造了一种编码模式的发展,使人们更深入地了解传销促销信息是如何针对女性的。
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引用次数: 1
Femvertising and Postfeminist Discourse: Advertising to Break Menstrual Taboos in China 女性化与后女权主义话语:打破中国月经禁忌的广告
IF 1 Q2 Social Sciences Pub Date : 2022-06-03 DOI: 10.1080/07491409.2022.2053624
J. Guo, Ziwei Zhang, Jinhong Song, Lu Jin, Duan Yu, Sara Liao
Abstract This article investigates three commercials for Libresse sanitary napkins that aired in China in the transnational brand’s marketing to counter menstrual taboos. Employing feminist critical discourse analysis (CDA), we interpret Libresse’s efforts in China as exemplary of the appropriation of femvertising, or women’s empowerment advertising. Our findings indicate that Libresse’s commercials attempted to eschew explicit menstrual stereotypes and taboos, emphasizing instead individual desires and autonomy, with an implicit heterosexist message intended to involve men in the agenda. Libresse’s femvertising strategies in China have been influenced by social and cultural factors—primarily, industry self-regulation, menstrual taboos, and the development of feminism. The commercials create a postfeminist discourse that has generated contradictory gender discourses, both liberating and constraining women in an elaborate dance that should be understood in relation to postfeminism, advertising, and global capitalism.
摘要本文考察了跨国品牌在中国播出的三则针对经期禁忌的广告。运用女权主义批评话语分析(CDA),我们将Libresse在中国的努力解读为挪用女性广告或女性赋权广告的典范。我们的研究结果表明,Libresse的广告试图避开明确的月经刻板印象和禁忌,而是强调个人的欲望和自主权,含蓄地传达异性恋者的信息,旨在让男性参与到议程中来。自由女神在中国的女性广告策略受到社会文化因素的影响,主要是行业自律、经期禁忌和女权主义的发展。广告创造了一种后女权主义话语,这种话语产生了矛盾的性别话语,在一种复杂的舞蹈中解放和限制了女性,这种舞蹈应该与后女权主义、广告和全球资本主义联系起来理解。
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引用次数: 2
The Rhetorical Style of Predatory White Masculinity in Judge Brett Kavanaugh’s 2018 Testimony Before the Senate Judiciary Committee 布雷特·卡瓦诺法官2018年在参议院司法委员会的证词中掠夺性白人男子气概的修辞风格
IF 1 Q2 Social Sciences Pub Date : 2022-04-13 DOI: 10.1080/07491409.2021.2020195
Skye de Saint Felix, Lisa Corrigan
Abstract When President Donald Trump nominated Judge Brett Kavanaugh to the U.S. Supreme Court in July 2018, many Democrats initially opposed him. He became a much more controversial nominee when Dr. Christine Blasey Ford brought forward accusations that he sexually assaulted her in 1982. In his testimony before the Senate Judiciary Committee, Kavanaugh’s rhetorical style of predatory white masculinity was supported and encouraged by a chorus of Republican senators. Kavanaugh’s articulation of predatory white masculinity made white men victims, used women as pawns in white men’s innocence narrative, and enacted a partisan agenda to justify rage and nostalgia for a time when white male privilege was less scrutinized. But with the Kavanaugh confirmation, predatory white masculinity shifted norms and conventions about judicial temperament. His rhetorical style produced a shift in temperament, which augmented rage and grievance as the ideal temperament for men in power, especially when echoed by members of the Senate Judiciary Committee and then-President Trump.
摘要当唐纳德·特朗普总统于2018年7月提名布雷特·卡瓦诺法官进入美国最高法院时,许多民主党人最初反对他。当克里斯汀·布莱西·福特博士提出1982年性侵她的指控时,他成为了一个更有争议的候选人。在参议院司法委员会的证词中,卡瓦诺掠夺性白人男子气概的修辞风格得到了共和党参议员的支持和鼓励。卡瓦诺对掠夺性白人男子气概的阐述使白人男性成为受害者,在白人男性的无辜叙事中把女性当作棋子,并制定了一项党派议程,为白人男性特权不那么受审查的时代的愤怒和怀旧辩护。但随着卡瓦诺的确认,掠夺性的白人男子气概改变了关于司法气质的规范和惯例。他的修辞风格导致了气质的转变,使愤怒和不满成为当权者的理想气质,尤其是在参议院司法委员会成员和时任总统特朗普的支持下。
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引用次数: 3
“You’re the Whitest Black Person I Know”: Speaking Back to Microaggressions Through the Poetics of Interruption “你是我认识的最白人的黑人”:通过中断的诗意回到微侵犯
IF 1 Q2 Social Sciences Pub Date : 2022-02-10 DOI: 10.1080/07491409.2021.2020193
Meshell L. Sturgis, Ralina L. Joseph
Abstract Anti-Black and anti-woman animus is packed into brief and subtle communication exchanges including seemingly mundane moments like jokes and compliments. The lasting negative effects of microaggressions call for what we deem poetics of interruption, a Black feminist intervention that dynamically responds to interstices of oppression. Through the creative retelling of a conversation that leads up to and follows the microaggression “You’re the whitest Black person I know,” we demonstrate how the poetics of interruption holds interlocutors accountable to structural and interpersonal power imbalances through purposeful dialogue. Practicing a poetics of interruption refigures language with an anti-sexist, anti-racist aim to refute the passive-aggressive postracial language of microaggressions.
反黑人和反女性的敌意充斥在简短而微妙的交流中,包括笑话和赞美等看似平凡的时刻。微侵犯的持久负面影响需要我们所认为的中断诗学,一种黑人女权主义者的干预,动态地回应压迫的间隙。“你是我认识的最白的黑人”,通过创造性地复述一段对话,我们展示了打断的诗意如何通过有目的的对话,让对话者对结构和人际权力失衡负责。实践打断诗学以反性别歧视、反种族主义的目的重新塑造语言,以反驳被动攻击的后种族语言的微侵犯。
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引用次数: 0
The Re-Celebrification of Malia Obama: Girlhood, Race, and Celebrity in News Coverage 重新庆祝玛利亚·奥巴马:新闻报道中的女孩、种族和名人
IF 1 Q2 Social Sciences Pub Date : 2022-01-19 DOI: 10.1080/07491409.2021.2020194
Harry J. Hudome, Sharon R. Mazzarella
Abstract During her years in the White House, media access to Malia Obama was carefully regulated by her parents, resulting in largely positive, one-dimensional news coverage. Critically analyzing news coverage of Malia Obama during her transition from first daughter to independent young woman college student in the post–White House years of 2016 to 2019, we identify two sets of competing media frames—celebrity girl versus ordinary girl and can-do girl versus Ophelia girl—that paradoxically constructed Malia during these years. We argue that, through these tensions, the press worked to challenge, even undermine, the high-achieving, successful Black girl narrative cultivated during the Obama White House years. The result is a re-celebrification and re-racialization of Malia that evidences a disturbingly regressive and almost structurally retributional tone that differs from coverage of recent White first daughters.
摘要在白宫的几年里,媒体对玛利亚·奥巴马的访问受到了父母的严格监管,导致了大部分正面的、一维的新闻报道。通过批判性分析2016年至2019年后白宫时期,玛利亚·奥巴马从第一个女儿转变为独立的年轻女大学生期间的新闻报道,我们发现了两组相互竞争的媒体框架——名人女孩与普通女孩和能干女孩与奥菲莉娅女孩——这些年矛盾地构建了玛利亚。我们认为,通过这些紧张局势,媒体努力挑战甚至破坏奥巴马白宫时期培养的高成就、成功的黑人女孩叙事。其结果是对玛利亚的重新庆祝和种族化,这证明了一种令人不安的倒退和几乎结构性的报复语气,与对最近白人第一个女儿的报道不同。
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引用次数: 0
Calm in the Storm: Emily Oster’s Parenting Newsletter During COVID-19 风暴中的平静:艾米丽·奥斯特在COVID-19期间的育儿通讯
IF 1 Q2 Social Sciences Pub Date : 2022-01-02 DOI: 10.1080/07491409.2022.2025531
Margaret A. Murray
Abstract This article examines one new media source that was shared in the Academic Mothers Facebook group: Emily Oster’s parenting newsletter. Oster’s newsletter specifically focused on parental decision making during the COVID-19 pandemic. This article focuses on the messages and themes in the newsletter during the first six months of the pandemic in the United States. That time was marked by new and increased uncertainty for parents around family health and well-being, creating a particular need for parenting information and advice. Through critical rhetorical criticism, five main themes emerged from an analysis of the newsletter: disruption, process-centered decision making, a recentering of parents, strong but moderated emotion, and a call for collective action. Overall, Oster’s newsletter rejects intensive mothering and parental determinism by offering more nuanced parental decision making. This is particularly important for mothers because they bear a disproportionate share of the parenting load, especially regarding risk.
摘要本文探讨了学术母亲Facebook群组中分享的一个新媒体来源:Emily Oster的育儿通讯。奥斯特的时事通讯特别关注新冠肺炎大流行期间父母的决策。这篇文章聚焦于美国疫情前六个月时事通讯中的信息和主题。那段时间,父母在家庭健康和幸福方面面临着新的、越来越大的不确定性,特别需要育儿信息和建议。通过批判性的修辞批评,对时事通讯的分析得出了五个主要主题:干扰、以过程为中心的决策、父母的重新定位、强烈但适度的情绪以及呼吁集体行动。总体而言,奥斯特的时事通讯通过提供更细致的父母决策,拒绝了密集的育儿和父母决定论。这对母亲来说尤其重要,因为她们承担了不成比例的育儿负担,尤其是在风险方面。
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引用次数: 0
Queering Romantic Engagement in the Postal Age: A Rhetorical Education 邮政时代古怪的浪漫订婚:一种修辞教育
IF 1 Q2 Social Sciences Pub Date : 2022-01-02 DOI: 10.1080/07491409.2022.2041949
Heather Adams
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引用次数: 1
Serial Selves: Identity and Representation in Autobiographical Comics. 连环自我:自传体漫画中的身份与表现。
IF 1 Q2 Social Sciences Pub Date : 2022-01-02 DOI: 10.1080/07491409.2022.2041952
S. Bell
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引用次数: 1
Creating and Using Facebook Groups for Collaborative (Auto)ethnography and Ethnographic Sensemaking 创建和使用Facebook群组进行协作(自动)民族志和民族志意义制造
IF 1 Q2 Social Sciences Pub Date : 2022-01-02 DOI: 10.1080/07491409.2021.2021773
Tennley A. Vik, Jocelyn M. DeGroot, Jennifer L. Lanterman
Abstract Much computer-mediated communication (CMC) literature has focused on how technology can influence interpersonal relationships and, in turn, lived experiences in social networking sites (SNSs) and offline. Throughout this article we aim to provide a foundation for readers engaging in research on SNSs, specifically Facebook—though our findings here are movable to other text-based platforms, such as Twitter and Reddit. We used a private/hidden Facebook group to facilitate and store the contributions of a mother–professor research collaborative. We focused on autoethnographic and ethnographic narratives and artifacts to collaborate with other academic mothers during the COVID-19 pandemic. This group created a data set for all of the mother–professors interacting in the group on Facebook. This article details some of the methodological strengths and limitations associated with engaging in online platforms and categorizing or coding data. We aim to provide readers with suggestions and best practices geared toward moving any publication using a text-based online platform toward rigorous initial setup, data collection, and data analysis.
摘要许多计算机媒介通信(CMC)文献都集中在技术如何影响人际关系,进而影响社交网站(SNS)和离线的生活体验。在这篇文章中,我们旨在为读者研究社交网络,特别是脸书提供一个基础——尽管我们在这里的发现可以转移到其他基于文本的平台,如推特和Reddit。我们使用了一个私人/隐藏的Facebook群组来促进和存储一位母亲-教授研究合作伙伴的贡献。在新冠肺炎大流行期间,我们专注于民族志和民族志叙事和文物,与其他学术母亲合作。这个小组为所有在Facebook上与小组互动的母亲教授创建了一个数据集。本文详细介绍了与参与在线平台以及对数据进行分类或编码相关的一些方法优势和局限性。我们的目标是为读者提供建议和最佳实践,使任何使用基于文本的在线平台的出版物朝着严格的初始设置、数据收集和数据分析的方向发展。
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引用次数: 0
Trans Exploits: Trans of Color Cultures and Technologies in Movement 跨功绩:运动中的跨色彩文化和技术
IF 1 Q2 Social Sciences Pub Date : 2022-01-02 DOI: 10.1080/07491409.2022.2041965
Q. Ngo
explains stereotype as a visual concept as well as the historical inheritance of stereotyping in comics. Several well-chosen examples of El Rassi’s use of Arab stereotypes for purposes of subversion illustrate Køhlert’s analysis, including one in which El Rassi has placed his own headshot within a newspaper page filled with 9/11 terrorists, asking, “Could the average American distinguish me from a Muslim terrorist?” (Figure 5.7). Some readers may resist Køhlert’s more psychoanalytic analysis of the work of Phoebe Gloeckner. Gloeckner’s A Child’s Life and The Diary of a Teenage Girl have received a fair amount of scholarly attention previously, including an analysis in Chute’s Graphic Women, of which Køhlert states, “[Chute’s] reading stops short of fully exploring the resonance between comics form and theoretical work on the representation and working through of trauma” (p. 56). I found Køhlert’s subsequent attempt to do so less convincing than Chute’s, which focuses on Gloeckner’s representations of female bodies and the agency of her own female body, rather than on the scenes of abuse that are Køhlert’s focus (even as some of the same images are discussed by both). Køhlert wants to prove that the autobiographical comics form is uniquely well suited to negotiate individual experiences of embodiment. At times, he sets text narratives, photography, and even motion pictures against autobiographical comics as less able to convey the intimacies and instabilities of embodied experience, a claim that many media scholars may find problematic. However, that argument should not invalidate the many insights into the analyses of the individual works presented. The affordances of the comics form—the ability to shift and juxtapose temporalities, the combination of image and word, the intimacy of being hand drawn—are all compelling reasons for readers and scholars to engage further with its genres. Accessible both to those with a developed interest in comics and those newly curious, I hope Køhlert’s book succeeds in drawing more scholarly and pedagogical attention to these challenging and engaging works.
解释刻板印象作为一个视觉概念,以及刻板印象在漫画中的历史传承。几个精心挑选的例子说明了El Rassi为了颠覆目的而使用阿拉伯人的刻板印象,其中一个例子是El Rassi把自己的头像放在满是9/11恐怖分子的报纸上,问道:“普通美国人能把我和穆斯林恐怖分子区分开来吗?”(图5.7)。一些读者可能会抵制Køhlert对Phoebe Gloeckner作品的精神分析。Gloeckner的《一个孩子的生活》和《一个少女的日记》之前已经得到了相当多的学术关注,包括在Chute的《图形女性》中的一篇分析,其中k约赫勒特说,“[Chute的]阅读没有充分探索漫画形式和关于创伤的表现和工作的理论工作之间的共鸣”(第56页)。我发现k约赫勒特随后的尝试不如Chute的作品令人信服,Chute的作品关注的是格莱克纳对女性身体和她自己女性身体的代理的表现,而不是k约赫勒特关注的虐待场景(尽管两人都讨论了一些相同的图像)。Køhlert想要证明自传体漫画的形式是独特的,非常适合于协商个体的化身体验。有时,他把文字叙事、摄影、甚至电影与自传体漫画对立起来,认为自传体漫画不太能够传达具体体验的亲密和不稳定,许多媒体学者可能会发现这种说法有问题。然而,这一论点不应使对所呈现的个别作品的分析的许多见解无效。漫画形式的优点——转换和并列时间的能力,图像和文字的结合,手绘的亲切感——都是读者和学者进一步研究其类型的有力理由。对于那些对漫画有兴趣的人和那些刚刚好奇的人来说,我希望Køhlert的书能够成功地吸引更多的学术和教学关注这些具有挑战性和吸引力的作品。
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引用次数: 0
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Womens Studies in Communication
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