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    题名: 布料之外：從ESG角度看時尚產業廣告中之年齡與性別分布
    Beyond the Fabric: ESG Perspectives on Age and Gender in Fashion Instagram Ads
    作者: 索斐
    Sandrim, Sofia Francisco
    贡献者: 施琮仁
    Tsung-Jen Shih
    索斐
    Sofia Francisco Sandrim
    关键词: ESG
    多樣性
    性別刻畫
    年齡刻板印象
    品牌溝通
    ESG
    diversity
    gender portrayal
    age stereotypes
    brand communication
    日期: 2024
    上传时间: 2024-07-01 12:27:12 (UTC+8)
    摘要: 在當今數位時代，視覺內容主導社交媒體，了解公司在品牌溝通中如何刻畫多樣性至關重要。現有文獻強調媒體表現對社會認知和文化規範的重大影響，強調需要多樣化和包容性的呈現。先前研究一致發現媒體在性別和年齡表現上存在偏見，老年人經常被低度呈現並以年齡刻板印象的角色呈現，而性別刻畫則延續了社會對女性和男性的期待。
    本研究探討了國際時尚業公司在Instagram內容中的年齡和性別表現，提倡將多樣性品牌溝通指標納入ESG指數。使用定量研究設計，對來自17家公司的6,810張帖子圖片進行手動內容分析和Face++ API編碼。在性別和年齡類別中發現了顯著偏見。女性模特的整體優勢僅限於40歲以下，而男性在較年長的年齡組中更為普遍。此外，顯然更偏愛較年輕的年齡組。本研究還包括了權力動態、性吸引力、女性化接觸、場景設置和情感的分析。
    研究結果強調將多樣性指標納入ESG指數的重要性，因為這可能會根據公司的多樣性實踐對其進行懲罰或獎勵。針對文獻中缺乏將溝通指標納入ESG指數的研究，本研究通過展示提升企業責任和促進社會公平包容的潛力來提倡這一做法。優先考慮包容性表現可以積極影響消費者認知，提升品牌聲譽，並促進公平的社會規範。
    In today's digital age, where visual content dominates social media, understanding how companies portray diversity in their brand communication is crucial. Existing literature emphasized the significant impact of media representation on societal perceptions and cultural norms, emphasizing the need for diverse and inclusive portrayals. Previous studies have consistently found biases in gender and age representation across media, with older individuals often underrepresented and depicted in age-based stereotypical roles, while gender portrayals perpetuate societal expectations related to femininity and masculinity.
    This study investigated age and gender representation in Instagram content by international textile and apparel companies, advocating for the inclusion of diversity brand communication metrics in ESG indexes. Employing a quantitative research design, 6,810 feed images from 17 companies underwent manual content analysis and Face++ API coding. Significant biases were identified across gender and age categories. An overall predominance of women was only supported among models under 40, while men were more prevalent in older age groups. Additionally, there was a clear preference for younger age groups. The analysis also included power dynamics, sex appeal, feminine touch, location setting, and emotions.
    The findings highlighted the importance of incorporating diversity metrics into ESG indexes, as they could either penalize or benefit companies depending on their diversity practices. Addressing a gap in the literature regarding the inclusion of communication metrics into ESG indexes, this study advocates for it by showing the potential to enhance corporate responsibility while fostering social equity and inclusion. Prioritizing inclusive representation can positively influence consumer perception, enhance brand reputation, and promote equitable societal norms.
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    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    110461026
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110461026
    数据类型: thesis
    显示于类别:[國際傳播英語碩士學程] 學位論文

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