A influência dos estereótipos de género na comunicação de Marketing de género
Miniatura indisponível
Data
2021
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
O objetivo principal deste estudo visa aprofundar o conhecimento sobre a atitude
em relação à comunicação de marketing de género, relacionando-a com as
perceções de componentes sobre os estereótipos de género - papéis de género e
descritores de traços. Para tal, optou-se por um estudo quantitativo, tendo-se
elaborado um questionário online aplicado a uma amostra de 54 participantes. O
modelo teórico estrutura-se em torno do comportamento do consumidor, dos
estereótipos de género e da comunicação de marketing de género. Formulam-se
seis hipóteses correspondentes ao problema de investigação, sobre a relação entre
a comunicação de marketing de género e os consumidores, e a respetiva
associação com os estereótipos de género de papéis e descritores de traços. Pela
análise das componentes principais dos itens do questionário, mantêm-se as três
dimensões iniciais - «comunicação de marketing de género», «estereótipos de
papéis de género» e «estereótipos de género de descritores de traços» -, que são
depois submetidas a testes não paramétricos, feita a sua análise de normalidade.
A análise de resultados verifica a hipótese relativas às diferenças na comunicação
de marketing de género percebida pelos participantes relacionadas com a variável
sociodemográfica «sexo». De igual forma, verifica-se uma associação entre a
perceção sobre os estereótipos de papéis de género e a atitude sobre a
comunicação de marketing de género.
The main objective of this study is to deepen the knowledge about the attitude towards gendered marketing communication, relating it to the perceptions of components about gender stereotypes - gender roles and trait descriptors. To this end, we opted for a quantitative study, having created an online questionnaire applied to a sample of 54 participants. The theoretical model is structured around consumer behavior, gender stereotypes and gendered marketing communication. Six hypotheses corresponding to the research problem are formulated, on the relationship between gendered marketing communication and consumers, and their association with gender stereotypes of roles and trait descriptors. From the analysis of the main components of the questionnaire items, the three initial dimensions remain - «gendered marketing communication», «gender role stereotypes» and «gender stereotypes of trait descriptors» -, which are then subjected to nonparametric tests, after its normality analysis. By analyizing the results, the hypothese concerning the differences in gendered marketing communication perceived by the participants related to the sociodemographic variable "sex" are verified. Likewise, there is an association between the perception of gender role stereotypes and the attitude towards gendered marketing communication.
This dissertation will investigate how the representation of Afro-diasporic religions in Nelson Pereira dos Santos’s films produce the ritualized body as a political body. Based on decolonial theory and the historical process of colonization in Brazil, we will analyze how these rituals and these individuals were deprived of their subjectivity and reduced to an object, as Aníbal Quíjano and Achille Mbembe stated. The historical process of colonization in America established what Quíjano called as “coloniality of power”, “coloniality of being” and “coloniality of knowledge”. That being said, a non-European-Western epistemology faced a domination because they were considered primitive and non-civilized. Therefore, these ritualized spaces can be defined as a resistance area created by descendants of the slaves. We will analyze three films by Nelson Pereira dos Santos that focused in these religions – O Amuleto de Ogum, Tenda dos Milagres and Jubiabá – contextualizing the impact of these films on Brazilian cinematography and how the arrangement of the film language as the scale of the shots, the presence of archive imagens, the editing and the sound, produce a film analyzes related to the epistemology of Afro- diasporic religions. Through the ritualized body from Pereira dos Santos' gaze, we will investigate how this body is a permanent resistance to colonialism, how it produces territory, and how it becomes political by its own ritualization.
The main objective of this study is to deepen the knowledge about the attitude towards gendered marketing communication, relating it to the perceptions of components about gender stereotypes - gender roles and trait descriptors. To this end, we opted for a quantitative study, having created an online questionnaire applied to a sample of 54 participants. The theoretical model is structured around consumer behavior, gender stereotypes and gendered marketing communication. Six hypotheses corresponding to the research problem are formulated, on the relationship between gendered marketing communication and consumers, and their association with gender stereotypes of roles and trait descriptors. From the analysis of the main components of the questionnaire items, the three initial dimensions remain - «gendered marketing communication», «gender role stereotypes» and «gender stereotypes of trait descriptors» -, which are then subjected to nonparametric tests, after its normality analysis. By analyizing the results, the hypothese concerning the differences in gendered marketing communication perceived by the participants related to the sociodemographic variable "sex" are verified. Likewise, there is an association between the perception of gender role stereotypes and the attitude towards gendered marketing communication.
This dissertation will investigate how the representation of Afro-diasporic religions in Nelson Pereira dos Santos’s films produce the ritualized body as a political body. Based on decolonial theory and the historical process of colonization in Brazil, we will analyze how these rituals and these individuals were deprived of their subjectivity and reduced to an object, as Aníbal Quíjano and Achille Mbembe stated. The historical process of colonization in America established what Quíjano called as “coloniality of power”, “coloniality of being” and “coloniality of knowledge”. That being said, a non-European-Western epistemology faced a domination because they were considered primitive and non-civilized. Therefore, these ritualized spaces can be defined as a resistance area created by descendants of the slaves. We will analyze three films by Nelson Pereira dos Santos that focused in these religions – O Amuleto de Ogum, Tenda dos Milagres and Jubiabá – contextualizing the impact of these films on Brazilian cinematography and how the arrangement of the film language as the scale of the shots, the presence of archive imagens, the editing and the sound, produce a film analyzes related to the epistemology of Afro- diasporic religions. Through the ritualized body from Pereira dos Santos' gaze, we will investigate how this body is a permanent resistance to colonialism, how it produces territory, and how it becomes political by its own ritualization.
Descrição
Orientação: Fernanda Maria Peixoto Pereira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, TÉCNICAS DE MARKETING, GÉNERO, ESTEREÓTIPOS, COMPORTAMENTO DOS CONSUMIDORES, COMMUNICATION, MARKETING, MARKETING, TECHNIQUES, GENDER, STEREOTYPES, CONSUMER BEHAVIOUR