Женски джендър роли в българското интернет пространство : Маркетингови и културни модели : Автореферат /
The dissertation studies marketing and cultural models on the Bulgarian Internet with reference to feminine gender roles as a set of socially constructed and culturally conditioned perceptions and behaviors related to femininity as a counterpoint to masculinity, as well as gender targeting as a mark...
| Основен автор: | Александрова, Ели Любенова |
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| Други автори: | Aleksandrova, Eli Ljubenova, Спасов, Орлин Мирчев 1962- (науч. ръководител) |
| Формат: | Книга |
| Език: | Bulgarian |
| Публикувано: |
София,
2019.
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| Предмети: | |
| Онлайн достъп: |
Пълен текст |
| Резюме: |
The dissertation studies marketing and cultural models on the Bulgarian Internet with reference to feminine gender roles as a set of socially constructed and culturally conditioned perceptions and behaviors related to femininity as a counterpoint to masculinity, as well as gender targeting as a marketing tool in the "neutral" and "free" internet sphere. Subject of the study is the importance of gender roles in the marketing practice; feminine gender roles from the perspective of the problem of identity on the Internet; development and current state of the print and digital women's media market in Bulgaria; agenda of the Bulgarian women's media; marketing strategies of the cosmetic giant L'Oréal Paris aimed at the female audience on the Bulgarian internet in 2018 – tools and cultural aspects of the marketing messages; Bulgarian women's social media communities – cultural specifics of the communication in the Facebook groups of mothers in 2018. Subject to analysis are changes in the perceptions of gender roles – redefinition of the meanings of “femininity” and “masculinity”, ranging from the transfer of characteristics from one concept to another, to their complete overlap in the utopian concept of gender equality. |
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| Описание на библ. документ: |
Кор. опис. |
| Физически характеристики: |
43 с. ; 30 см. |
| Библиография: |
Библиогр. с. 38-43 |