Sexist stereotypes and biases associated with the female nursing model in advertising communication

Detalhes bibliográficos
Autor(a) principal: Calvo-Calvo,Manuel-Ángel
Data de Publicação: 2014
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Texto & contexto enfermagem (Online)
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-07072014000300530
Resumo: In the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.
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spelling Sexist stereotypes and biases associated with the female nursing model in advertising communicationAdvertising as topicFemaleNurse's roleStereotypingPrejudiceIn the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.Universidade Federal de Santa Catarina, Programa de Pós Graduação em Enfermagem2014-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-07072014000300530Texto & Contexto - Enfermagem v.23 n.3 2014reponame:Texto & contexto enfermagem (Online)instname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSC10.1590/0104-07072014004120012info:eu-repo/semantics/openAccessCalvo-Calvo,Manuel-Ángeleng2015-09-29T00:00:00Zoai:scielo:S0104-07072014000300530Revistahttp://www.scielo.br/tcePUBhttps://old.scielo.br/oai/scielo-oai.phptextoecontexto@nfr.ufsc.br1980-265X0104-0707opendoar:2015-09-29T00:00Texto & contexto enfermagem (Online) - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Sexist stereotypes and biases associated with the female nursing model in advertising communication
title Sexist stereotypes and biases associated with the female nursing model in advertising communication
spellingShingle Sexist stereotypes and biases associated with the female nursing model in advertising communication
Calvo-Calvo,Manuel-Ángel
Advertising as topic
Female
Nurse's role
Stereotyping
Prejudice
title_short Sexist stereotypes and biases associated with the female nursing model in advertising communication
title_full Sexist stereotypes and biases associated with the female nursing model in advertising communication
title_fullStr Sexist stereotypes and biases associated with the female nursing model in advertising communication
title_full_unstemmed Sexist stereotypes and biases associated with the female nursing model in advertising communication
title_sort Sexist stereotypes and biases associated with the female nursing model in advertising communication
author Calvo-Calvo,Manuel-Ángel
author_facet Calvo-Calvo,Manuel-Ángel
author_role author
dc.contributor.author.fl_str_mv Calvo-Calvo,Manuel-Ángel
dc.subject.por.fl_str_mv Advertising as topic
Female
Nurse's role
Stereotyping
Prejudice
topic Advertising as topic
Female
Nurse's role
Stereotyping
Prejudice
description In the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.
publishDate 2014
dc.date.none.fl_str_mv 2014-09-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-07072014000300530
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-07072014000300530
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/0104-07072014004120012
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina, Programa de Pós Graduação em Enfermagem
publisher.none.fl_str_mv Universidade Federal de Santa Catarina, Programa de Pós Graduação em Enfermagem
dc.source.none.fl_str_mv Texto & Contexto - Enfermagem v.23 n.3 2014
reponame:Texto & contexto enfermagem (Online)
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Texto & contexto enfermagem (Online)
collection Texto & contexto enfermagem (Online)
repository.name.fl_str_mv Texto & contexto enfermagem (Online) - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv textoecontexto@nfr.ufsc.br
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