Reklame i rodni stereotipi važnost medijske pismenosti
Reklame su jedan od najraširenijih oblika medijskih i kulturnih proizvoda, kojima smo svjesno ili nesvjesno izloženi svakodnevno. Moderna oglašivačka industrija postala je središnja institucija tržišno-industrijske ekonomije na koju se godišnje potroši više stotina milijardi dolara. Stručnjaci za me...
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| Published in | Media, culture and public relations (Online) Vol. 9; no. 1-2; pp. 81 - 94 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | Bosnian Croatian English |
| Published |
Zagreb
Croatian Communication Association
16.12.2018
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| Subjects | |
| Online Access | Get full text |
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| Abstract | Reklame su jedan od najraširenijih oblika medijskih i kulturnih proizvoda, kojima smo svjesno ili nesvjesno izloženi svakodnevno. Moderna oglašivačka industrija postala je središnja institucija tržišno-industrijske ekonomije na koju se godišnje potroši više stotina milijardi dolara. Stručnjaci za medije slažu se da je učinak oglašavanja
na stavove, ponašanje i emocije vrlo snažan, osobito kada se radi o djeci i mladima. Trend je da reklame rijetko prikazuju prednosti proizvoda čiju prodaju pokušavaju potaknuti, a sve više nameću određene životne stilove koje mladi usvajaju kao dio njihovih identiteta i obrazaca ponašanja. To se prvenstveno odnosi na rodne stereotipe i nerealne prikaze ženskih i muških tijela kao glavnih komponenti oglašavanja. Posebno je važno pitanje posljedica česte izloženosti rodnim stereotipima u oglašavanju na psihosocijalnoj i socijalnoj razini. Kako bi se smanjili negativni učinci reklama, potrebno je djelovati na više razina. Društvena razina uključuje provođenje odgovorne medijske politike i definiranje etičkih standarda u oglašavanju. Na individualnoj razini, roditelji i nastavnici trebaju preuzeti odgovornost za razvijanje medijske pismenosti djece i mladih. |
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| AbstractList | Reklame su jedan od najraširenijih oblika medijskih i kulturnih proizvoda, kojima smo svjesno ili nesvjesno izloženi svakodnevno. Moderna oglašivačka industrija postala je središnja institucija tržišno-industrijske ekonomije na koju se godišnje potroši više stotina milijardi dolara. Stručnjaci za medije slažu se da je učinak oglašavanja
na stavove, ponašanje i emocije vrlo snažan, osobito kada se radi o djeci i mladima. Trend je da reklame rijetko prikazuju prednosti proizvoda čiju prodaju pokušavaju potaknuti, a sve više nameću određene životne stilove koje mladi usvajaju kao dio njihovih identiteta i obrazaca ponašanja. To se prvenstveno odnosi na rodne stereotipe i nerealne prikaze ženskih i muških tijela kao glavnih komponenti oglašavanja. Posebno je važno pitanje posljedica česte izloženosti rodnim stereotipima u oglašavanju na psihosocijalnoj i socijalnoj razini. Kako bi se smanjili negativni učinci reklama, potrebno je djelovati na više razina. Društvena razina uključuje provođenje odgovorne medijske politike i definiranje etičkih standarda u oglašavanju. Na individualnoj razini, roditelji i nastavnici trebaju preuzeti odgovornost za razvijanje medijske pismenosti djece i mladih. (113-174). /14/ Williams J. E., Best D. L. Measuring sex stereotypes: A multi-nation study, Newbury Park, Sage Publications, 1990. /15/ McKee J., Sheriffs A. C., The Differential Evaluation of Males and Females, Journal of Personality, 25:1957. (41-46); A. Belkaoui, J. M. Belkaoui, A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972, Journal of Marketing Research, 13:1976. (41-46); A. Belkaoui, J. M. Belkaoui, A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972, Journal of Marketing Research, 13:1976. (89). /46/ Crouch A., Dehelman D., Influence of female body images in printed advertising on self-rating sofphysical attractiveness by adolescent girls, Perceptualand Motor Skills, 87:1998. (639-649). /55/ Cohan J. A, Towards a New Paradigm in the Ethics of Women's Advertising, Journal of Business Ethics, 33:2001. /56/ Durham M. G., The Lolita Effect: The Media Sexualization of Young Girls and What We Can Do About It, Woodstock-New York, The Overlook Press, 2008. /57/ Frederickson B. L., Roberts T. A., Objectification theory: Belkaoui, A., Belkaoui, J. M. A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972, Journal of Marketing Research, 13:1976. Crouch, A., Dehelman, D. Influence of female body images in printed advertising on self-rating sofphysical attractiveness by adolescent girls, Perceptualand Motor Skills, 87:1998. |
| Author | Varga, Vanesa Sever Globan, Irena Plenković, Mateja |
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| Snippet | Reklame su jedan od najraširenijih oblika medijskih i kulturnih proizvoda, kojima smo svjesno ili nesvjesno izloženi svakodnevno. Moderna oglašivačka... (113-174). /14/ Williams J. E., Best D. L. Measuring sex stereotypes: A multi-nation study, Newbury Park, Sage Publications, 1990. /15/ McKee J., Sheriffs A.... |
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| SubjectTerms | Advertisements Advertising Differential thermal analysis Ethics Gender Girls Marketing Sex roles Skills Women |
| Subtitle | važnost medijske pismenosti |
| Title | Reklame i rodni stereotipi |
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