Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective

Detalhes bibliográficos
Autor(a) principal: Candido,Silvio Eduardo Alvarez
Data de Publicação: 2022
Outros Autores: Lourenço,Bruna Scanavachi, Sakoda,Debora Mayumi Viol
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Gestão & Produção
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-530X2022000100208
Resumo: Abstract This article assesses the influence of criticisms of female representations in advertising practices in the brewing industry in Brazil between 2012 and 2017 from the perspective of Strategic Action Fields. Unlike existing analyses, the object of the study was conceived as a set of interconnected fields and the role of governance units in the dynamics of social change was emphasized. An analysis of the content of 213 advertisements for the country's largest beer brands, 99 lawsuits filed against the brewing industry in the National Advertising Self-Regulation Council (CONAR) and media reports was carried out. The results indicate that the loss of symbolic effectiveness of sexist advertising practices was driven by episodes of conflict that had wide media repercussions and affected the dominant companies in the brewing industry. These factors made it possible for criticism to circumvent the conservative performance of CONAR, the established governance unit in the fields of advertising in Brazil.
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spelling Transformations in female representations in beer advertisements: a Strategic Actions Fields perspectiveSocial movementsMarketsStrategic Action FieldsInternal Governance UnitsInstitutionsAbstract This article assesses the influence of criticisms of female representations in advertising practices in the brewing industry in Brazil between 2012 and 2017 from the perspective of Strategic Action Fields. Unlike existing analyses, the object of the study was conceived as a set of interconnected fields and the role of governance units in the dynamics of social change was emphasized. An analysis of the content of 213 advertisements for the country's largest beer brands, 99 lawsuits filed against the brewing industry in the National Advertising Self-Regulation Council (CONAR) and media reports was carried out. The results indicate that the loss of symbolic effectiveness of sexist advertising practices was driven by episodes of conflict that had wide media repercussions and affected the dominant companies in the brewing industry. These factors made it possible for criticism to circumvent the conservative performance of CONAR, the established governance unit in the fields of advertising in Brazil.Universidade Federal de São Carlos2022-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-530X2022000100208Gestão & Produção v.29 2022reponame:Gestão & Produçãoinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCAR10.1590/1806-9649-2022v29e0621info:eu-repo/semantics/openAccessCandido,Silvio Eduardo AlvarezLourenço,Bruna ScanavachiSakoda,Debora Mayumi Violeng2022-03-10T00:00:00Zoai:scielo:S0104-530X2022000100208Revistahttps://www.gestaoeproducao.com/PUBhttps://old.scielo.br/oai/scielo-oai.phpgp@dep.ufscar.br||revistagestaoemanalise@unichristus.edu.br1806-96490104-530Xopendoar:2022-03-10T00:00Gestão & Produção - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
title Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
spellingShingle Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
Candido,Silvio Eduardo Alvarez
Social movements
Markets
Strategic Action Fields
Internal Governance Units
Institutions
title_short Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
title_full Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
title_fullStr Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
title_full_unstemmed Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
title_sort Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective
author Candido,Silvio Eduardo Alvarez
author_facet Candido,Silvio Eduardo Alvarez
Lourenço,Bruna Scanavachi
Sakoda,Debora Mayumi Viol
author_role author
author2 Lourenço,Bruna Scanavachi
Sakoda,Debora Mayumi Viol
author2_role author
author
dc.contributor.author.fl_str_mv Candido,Silvio Eduardo Alvarez
Lourenço,Bruna Scanavachi
Sakoda,Debora Mayumi Viol
dc.subject.por.fl_str_mv Social movements
Markets
Strategic Action Fields
Internal Governance Units
Institutions
topic Social movements
Markets
Strategic Action Fields
Internal Governance Units
Institutions
description Abstract This article assesses the influence of criticisms of female representations in advertising practices in the brewing industry in Brazil between 2012 and 2017 from the perspective of Strategic Action Fields. Unlike existing analyses, the object of the study was conceived as a set of interconnected fields and the role of governance units in the dynamics of social change was emphasized. An analysis of the content of 213 advertisements for the country's largest beer brands, 99 lawsuits filed against the brewing industry in the National Advertising Self-Regulation Council (CONAR) and media reports was carried out. The results indicate that the loss of symbolic effectiveness of sexist advertising practices was driven by episodes of conflict that had wide media repercussions and affected the dominant companies in the brewing industry. These factors made it possible for criticism to circumvent the conservative performance of CONAR, the established governance unit in the fields of advertising in Brazil.
publishDate 2022
dc.date.none.fl_str_mv 2022-01-01
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=S0104-530X2022000100208
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0104-530X2022000100208
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1806-9649-2022v29e0621
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 São Carlos
publisher.none.fl_str_mv Universidade Federal de São Carlos
dc.source.none.fl_str_mv Gestão & Produção v.29 2022
reponame:Gestão & Produção
instname:Universidade Federal de São Carlos (UFSCAR)
instacron:UFSCAR
instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Gestão & Produção
collection Gestão & Produção
repository.name.fl_str_mv Gestão & Produção - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv gp@dep.ufscar.br||revistagestaoemanalise@unichristus.edu.br
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