كليدواژه :
نقش جنسيتي , زنانگي , مردانگي , تبليغات انتخاباتي , شوراي شهر
چكيده فارسي :
نقش جنسيتي رفتار و نگرش هاي فرهنگي مناسب براي زنان و مردان است كه در اين تحقيق بازنمايي ويژگي هاي آن در تبليغات شوراي شهر تهران در سال 1396 مورد بررسي قرار گرفته است. چهارچوب نظري اين تحقيق بر پايه سه نظريه برجسته سازي، اقناع و طرحواره جنسيتي بم است. اين تحقيق با استفاده از روش تحلي محتواي كمي انجام شده است و بازنمايي 60 ويژگي يا صفت پرسشنامه نقش جنسيتي بم در طيفي از 0 تا 3 ارزشگذاري شده است. جامعه آماري شامل پوسترهاي تبليغاتي كانديدهاي شهر تهران در سال 1396 و نمونه آماري شامل 50 پوستر تبليغاتي است كه به روش نمونه گيري هدفمند انتخاب شده اند. بر اساس نتايج اين تحقيق، زنان و مردان كانديدا تلاش كرده اند كه از صفات با ارزش منفي صرفنظر از زنانهو مردانه بودن آن پرهيز كنند و صفاتي را بيشتر بازنمايي كنند كه داشتن صلاحيت آنها در تصدي عضويت شوراي شهر ار بيشتر مورد تاييد قرار مي دهد. با اين حال پوسترهاي مردان نمره مردانگي بالاتر و پوسترهاي زنان نمره زنانگي بالاتري دريافت كرده اند. به نظر مي رسد، مرز زنانگي ومردانگي بواسطه بهره گيري از صفات تاثيرگذار در تبليغات ،صرفنظر از جنسيت در حال كمرنگ شدن است.
چكيده لاتين :
The gender role is the appropriate cultural behaviors and attitudes for women and men. In this research, the features of its representation in Tehran city council in 2012 have been investigated. The theoretical framework of this research is based on three theories: Bem's gender schema, persuasion, and Agenda-setting theory. This research has been done using quantitative content analysis method and the representation of 60 features or attributes of the Bem’s gender role questionnaire have been evaluated in a range of 0 to 3. The statistical population includes posters of Tehran city council candidates in 2012 and a sample of 50 advertising posters selected by purposeful sampling. According to the results of this study, women and men candidates, regardless of femininity or masculinity, attempted to avoid representing negative values, and to represent the qualifications that make them most eligible for the membership of the city council. However, male posters received higher masculinity scores and women posters received higher femininity scores. It seems that the border between feminine and masculine features is diminishing due to the use of effective non-gender traits in advertising. The role of gender in behavior and cultural attitudes is appropriate for women and men. In this research, the features of its representation in the council of Tehran in the year 1396 have been investigated. The theoretical framework of this research is based on three theories: Agenda-setting, persuasion, and Bam's Gender Scheme. This research has been done using quantitative content analysis method and the representation of 60 features or attributes of the Bam Sexual Role Questionnaire has been evaluated in a range of 0 to 3. The statistical population includes posters of constituents of the Tehran City Council in 2017, and a samples wereof 50 posters selected through purposeful sampling. The role of Bam's sexual role questionnaire is construct validity and its reliability in this research has been investigated by the use of content analysis method by two other referees.
According to the results of this study, candidate women and men have made every effort to avoid negative traits regardless of femininity or masculinity, and to further characterize the qualifications that more strongly justify their eligibility for membership of the city council. . Men's posters, however, have a higher masculinity score and women posters have received higher femininity scores.
