Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/152025
|
| Title: | 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 |
| Authors: | 索斐
Sandrim, Sofia Francisco |
| Contributors: | 施琮仁
Tsung-Jen Shih
索斐
Sofia Francisco Sandrim |
| Keywords: | 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 |
| Date: | 2024 |
| Issue Date: | 2024-07-01 12:27:12 (UTC+8) |
| Abstract: | 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. |
| Reference: | An, J., & Kwak, H. (2019, November). Gender and racial diversity in commercial brands’ advertising images on social media. In International Conference on Social Informatics (pp. 79-94). Cham: Springer International Publishing.
An, J., & Weber, I. (2018). Diversity in online advertising: a case study of 69 brands on social media. In Social Informatics: 10th International Conference, SocInfo 2018, St. Petersburg, Russia, September 25-28, 2018, Proceedings, Part I 10 (pp. 38-53). Springer International Publishing.
Bansal, P., & Kistruck, G. (2006). Seeing is (not) believing: Managing the impressions of the firm’s commitment to the natural environment. Journal of Business Ethics, 67, 165-180.
Baumann, S., & de Laat, K. (2012). Socially defunct: A comparative analysis of the underrepresentation of older women in advertising. Poetics, 40(6), 514-541.
Berg, H., & Liljedal, K. T. (2023). Why Casting Older Female Models Is Good for Advertising: The Positive Effects of Challenging The Underrepresentation of Older Women in Ads. Journal of Advertising Research, 63(1), 61-80.
Bruce, I., & Ha, E. (2023, March 8). Gender in Advertising 2023 Report. CreativeX. Retrieved February 13, 2024, from https://www.creativex.com/reports/gender-in-advertising-report-2023
Contois, E. J. H. (2023). Gender and Advertising: Representations of Femininities, Masculinities, and Nonbinary Identities. Advertising & Society Quarterly, 24(1), https://doi.org/10.1353/asr.2023.a898059
Deutsch, F. M. (1990). Status, Sex, and Smiling: The Effect of Role on Smiling in Men and Women. Personality & Social Psychology Bulletin, 16(3), 531-540. Thousand Oaks, CA: SAGE Publications.
Dimitrieska, S., Stamevska, E., & Stankovska, A. (2019). Inclusive Marketing-Reality or Make Up. Economics and Management, 16(2), 112-119.
Dudo, A., Brossard, D., Shanahan, J., Scheufele, D. A., Morgan, M., & Signorielli, N. (2011). Science on television in the 21st century: Recent trends in portrayals and their contributions to public attitudes toward science. Communication Research, 38(6), 754-777.
Edström, M. (2018). Visibility patterns of gendered ageism in the media buzz: A study of the representation of gender and age over three decades. Feminist media studies, 18(1), 77-93.
Eisend, M., Dens, N., & De Pelsmacker, P. (2019). Gender roles in advertising. Advertising theory, 187-197.
Eisend, M., Muldrow, A. F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52-59.
Entwistle, J., Franklin, C., Lee, N., & Walsh, A. (2019). Fashion Diversity. Fashion Theory, 23(2), 309-323.
Fernandez, M., & Menon, M. (2022). Media influences on gender stereotypes. IAHRW International Journal of Social Sciences Review, 10(2), 121-125.
Flowers, A. Z., Buckman, C., DiPrete, M. C., & Regan, C. G. (2020). Diversity in Advertisements and Brand Perception.
Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 182–190. https://doi.org/10.1111/j.1460-2466.1976.tb01397.x
Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing up with television: Cultivation processes. Media effects: Advances in theory and research, 2(1), 43-67.
Gerbner, G. (1987). Science on television: How it affects public conceptions. Issues in Science and Technology, 3(3), 109-115.
Gerding, A., & Signorielli, N. (2014). Gender roles in tween television programming: A content analysis of two genres. Sex Roles, 70, 43-56.
Goffman, E. (1976). Gender Advertisements. The Society for the Anthropology of Visual Communication (pp. 40–56). Red Globe Press London. https://doi.org/10.1007/978-1-349-16079-2
Gonçalves Moreira, M., & Freddo Fleck, C. (2021). Estereótipos De Gênero Nas Propagandas Brasileiras: O Quanto Minha Condição Reflete Minha Percepção?. Revista de Administração da UNIMEP, 19(5).
Heinze, R. G., & Naegele, G. (2009). " Silver Economy" in Germany-more than only the" economic factor: old age"!. GeroBilim-Journal on Social & Psychological Gerontology, (2), 37-52.
Henisz, W., Koller, T., & Nuttall, R. (2019). Five ways that ESG creates value. The McKinsey Quarterly, 2019(4), 1-11.
Hermann, E. (2016). The Cultivation Effect of Social Network Site Use on Consumers' Brand Attitudes, Ethnic Diversity Perceptions, and Attitudes [Doctoral dissertation, Europa-Universität Viadrina Frankfurt].
Hess, U., Adams, R. B., Grammer, K., & Kleck, R. E. (2009). Face gender and emotion expression: Are angry women more like men? Journal of Vision, 9(12), Article 19. https://doi.org/10.1167/9.12.19
Ilaw, M. A. (2014). Who you are affects what you buy: the influence of consumer identity on brand preferences. Elon Journal of Undergraduate Research in Communications, 5(2).
Jaeger, B., Sleegers, W. W., & Evans, A. M. (2020). Automated classification of demographics from face images: A tutorial and validation. Social and Personality Psychology Compass, 14(3), e12520
Jenkins, H. (2006). Fans, Bloggers, and Gamers: Exploring Participatory Culture (2nd ed., pp. 115–186). New York University Press.
Jung, S. G., An, J., Kwak, H., Salminen, J., & Jansen, B. (2018, June). Assessing the accuracy of four popular face recognition tools for inferring gender, age, and race. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 12, No. 1)
Kendrick, A., Fullerton, J. A., & Kim, Y. J. (2013). Social responsibility in advertising: A marketing communications student perspective. Journal of Marketing Education, 35(2), 141-154.
Kim, E., Bryant, D. A., Srikanth, D., & Howard, A. (2021, July). Age bias in emotion detection: An analysis of facial emotion recognition performance on young, middle-aged, and older adults. In Proceedings of the 2021 AAAI/ACM Conference on AI, Ethics, and Society (pp. 638-644)
Küntzler, T., Höfling, T. T. A., & Alpers, G. W. (2021). Automatic facial expression recognition in standardized and non-standardized emotional expressions. Frontiers in psychology, 12, 627561
Levin, A. (2020). Influencer Marketing for Brands: What YouTube and Instagram Can Teach You About the Future of Digital Advertising. Stockholm: Apress. https://doi.org/10.1007/978-1-4842-5503-2
Lim, J. S., & Jiang, H. (2021). Linking authenticity in CSR communication to organization-public relationship outcomes: integrating theories of impression management and relationship management. Journal of Public Relations Research, 33(6), 464-486.
Loos, E., & Ivan, L. (2018). Visual ageism in the media. Contemporary perspectives on ageism, 163-176.
Mitchell, M., & McKinnon, M. (2019). ‘Human’ or ‘objective’ faces of science? Gender stereotypes and the representation of scientists in the media. Public understanding of science, 28(2), 177-190.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International journal of information management, 35(1), 33-44.
O'Barr, W. M. (2006). Representations of Masculinity and Femininity in Advertising. Advertising & Society Review, 7(2), https://doi.org/10.1353/asr.2006.0028.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412–424. https://doi.org/10.1016/j.tele.2016.06.004
Pi̇etzcker, D., & Lüthgens, L. (2021). The Diversity Of German Top Organisations’ websites and Social Media. The Journal of Social Science, 5(10), 310-332.
Robinson, T., & Popovich, M. (2003). Older Adults'perceptions Of Offensive Senior Stereotypes In Magazine Advertisements: Results Of AQ Method Analysis. Educational Gerontology, 29(6), 503-519.
Roth-Cohen, O., Kanevska, H. S., & Eisend, M. (2023). Gender roles in online advertising. Journal of Gender Studies, 32(2), 186-200.
Sharma, A., & Sheth, J. N. (2004). Web-based marketing: The coming revolution in marketing thought and strategy. Journal of Business Research, 57(7), 696–702.
Shepherd, S., Kay, A., Chartrand, T., & Fitzsimons, G. (2015). Cultural Diversity in Advertising and Representing Different Visions of America. Advances in Consumer Research, 43. Retrieved from http://search.proquest.com/docview/1813626095
Signoretti, N. (2017, November). A study of gender advertisements. A statistical measuring of the prevalence of genders’ patterns in the images of print advertisements. In Proceedings (Vol. 1, No. 9, p. 947). MDPI.
Sink, A., & Mastro, D. (2017). Depictions of gender on primetime television: A quantitative content analysis. Mass Communication and Society, 20(1), 3-22
Smith, E. R., Seger, C. R., & Mackie, D. M. (2007). Can emotions be truly group level? Evidence regarding four conceptual criteria. Journal of personality and social psychology, 93(3), 431.
Strebinger, A., & Rusetski, A. (2016). Prioritizing geo-references: a content analysis of the websites of leading global luxury fashion brands. Journal of Global Marketing, 29(5), 282-297.
Tay, P. K. C. (2015). The adaptive value associated with expressing and perceiving angry-male and happy-female faces. Frontiers in psychology, 6, 851.
Timke, E., & O’Barr, W. M. (2017). Representations of Masculinity and Femininity in Advertising. Advertising & Society Review, 17(3), https://doi.org/10.1353/asr.2017.0004.
Twigg, J. (2018). Fashion, the media and age: How women’s magazines use fashion to negotiate age identities. European Journal of Cultural Studies, 21(3), 334-348. https://doi.org/10.1177/1367549417708432
United Nations. (2023). Demographic Yearbook 73rd issue 2022 (Sales number: B.23.XIII.1). New York: Department of Economic and Social Affairs, United Nations.
Vach, W., & Gerke, O. (2023). Gwet's AC1 is not a substitute for Cohen's kappa–A comparison of basic properties. MethodsX, 102212.
Varghese, N., & Kumar, N. (2022). Feminism in advertising: irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459.
Viglia, G., Tsai, W. H. S., Das, G., & Pentina, I. (2023). Inclusive Advertising for a Better World. Journal of Advertising, 52(5), 643-646.
Wongpakaran, N., Wongpakaran, T., Wedding, D., & Gwet, K. L. (2013). A comparison of Cohen’s Kappa and Gwet’s AC1 when calculating inter-rater reliability coefficients: a study conducted with personality disorder samples. BMC medical research methodology, 13, 1-7.
Zhang, R. (2023, September). Research on the Positive Influence of ESG on Equal Rights for Female Employees in Enterprises. Lecture Notes in Education Psychology and Public Media, 8(1), 434-439. https://doi.org/10.54254/2753-7048/8/20230278
Zhou, N., & Chen, M. Y. (1997). A content analysis of men and women in Canadian consumer magazine advertising: Today's portrayal, yesterday's image?. Journal of Business Ethics, 16(5), 485-495. |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
110461026 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110461026 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 102601.pdf | | 8675Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
