"WHAT'S NEXT? PEOPLE WHO PRODUCE SPERM?" ON DEGENDERING AND PERIOD POSITIVITY
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26482789%3A_____%2F21%3A10152338" target="_blank" >RIV/26482789:_____/21:10152338 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI_2021_eng_FINAL.pdf" target="_blank" >https://fmk.sk/download/MI_2021_eng_FINAL.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
"WHAT'S NEXT? PEOPLE WHO PRODUCE SPERM?" ON DEGENDERING AND PERIOD POSITIVITY
Original language description
Period products' advertisement is well-known for depicting blue liquid, women running in fields in white pants, smiling and smelling flowers. In other words, it is known for not depicting periods at all. The period positivity movement and the academic field of critical menstruation studies aims to destigmatize the reality of periods in advertising and in societal discourse in general. In this study, we focus on the reception of period positivity in advertising among the debaters in Czech marketing experts' group exclusively for women called #HolkyzMarketingu. The aim of the analysis is defining specific points of the divide between the perspective of debaters, marketing experts, and the perspective of critical menstruation studies scholars. As a method, we are using feminist discourse analysis with the emphasis on the debaters themselves being mostly in the subordinate position of the discourse. Through analysing four debates taking place in the Facebook group, we pinpointed one important characteristic of the divide - the way menstruation is destigmatized in advertising is often taken as an attack on the notion of womanhood the debaters hold themselves, therefore they do not debate whether the destigmatization could be helpful for women in general, instead they debate their personal practices (e.g., concealing menstruation at all costs, defining womanhood through menstruation).
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Marketing Identity 2021: New changes, new challenges
ISSN
1339-5726
e-ISSN
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Volume of the periodical
2021
Issue of the periodical within the volume
Neuveden
Country of publishing house
SK - SLOVAKIA
Number of pages
9
Pages from-to
134-142
UT code for WoS article
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EID of the result in the Scopus database
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