Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity
This study examines the representation of gender in Lebanese advertisements. By applying an intersectional feminist framework within a postcolonial country, the study examines the representation of men and women characters, the domestic or professional contexts in which they are situated, their ethn...
محفوظ في:
| المؤلف الرئيسي: | |
|---|---|
| مؤلفون آخرون: | , , , , |
| التنسيق: | article |
| منشور في: |
2024
|
| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/17726 https://doi.org/10.1080/14680777.2023.2194571 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.tandfonline.com/doi/full/10.1080/14680777.2023.2194571 |
| الوسوم: |
إضافة وسم
لا توجد وسوم, كن أول من يضع وسما على هذه التسجيلة!
|
| _version_ | 1864513475995238400 |
|---|---|
| author | Melki, Jad |
| author2 | King, Gretchen Sakka, Yasmeen Haidar, Rayan Saati, Farah Mazloum, Nadine |
| author2_role | author author author author author |
| author_facet | Melki, Jad King, Gretchen Sakka, Yasmeen Haidar, Rayan Saati, Farah Mazloum, Nadine |
| author_role | author |
| dc.creator.none.fl_str_mv | Melki, Jad King, Gretchen Sakka, Yasmeen Haidar, Rayan Saati, Farah Mazloum, Nadine |
| dc.date.none.fl_str_mv | 2024 2024 2026-02-23T10:58:56Z 2026-02-23T10:58:56Z |
| dc.identifier.none.fl_str_mv | 1468-0777 http://hdl.handle.net/10725/17726 https://doi.org/10.1080/14680777.2023.2194571 Melki, J., King, G., Sakka, Y., Haidar, R., Saati, F., & Mazloum, N. (2024). Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity. Feminist Media Studies, 24(2), 240-257. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.tandfonline.com/doi/full/10.1080/14680777.2023.2194571 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Feminist Media Studies |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | This study examines the representation of gender in Lebanese advertisements. By applying an intersectional feminist framework within a postcolonial country, the study examines the representation of men and women characters, the domestic or professional contexts in which they are situated, their ethnic and physiological traits, their apparent relationships and roles, and their power stances. The findings reveal differences in the pictures drawn of women and men, as advertisements render invisible many common characteristics of Lebanese society. The study concludes that advertisements in Lebanon are ageist and promote Eurocentric ideals that perpetuate the circulation of flawless white femininity and heteronormative patriarchal masculinity, thereby symbolically annihilating most of the population. Thus, gendered advertising in Lebanon offers a rich site for studying the interplay between local and global identities that produce hybrid identities structured by patriarchy, cultural imperialism, and capitalism. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_8c19e6660182f4a4f7064dc453a349ad |
| identifier_str_mv | 1468-0777 Melki, J., King, G., Sakka, Y., Haidar, R., Saati, F., & Mazloum, N. (2024). Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity. Feminist Media Studies, 24(2), 240-257. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/17726 |
| publishDate | 2024 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversityMelki, JadKing, GretchenSakka, YasmeenHaidar, RayanSaati, FarahMazloum, NadineThis study examines the representation of gender in Lebanese advertisements. By applying an intersectional feminist framework within a postcolonial country, the study examines the representation of men and women characters, the domestic or professional contexts in which they are situated, their ethnic and physiological traits, their apparent relationships and roles, and their power stances. The findings reveal differences in the pictures drawn of women and men, as advertisements render invisible many common characteristics of Lebanese society. The study concludes that advertisements in Lebanon are ageist and promote Eurocentric ideals that perpetuate the circulation of flawless white femininity and heteronormative patriarchal masculinity, thereby symbolically annihilating most of the population. Thus, gendered advertising in Lebanon offers a rich site for studying the interplay between local and global identities that produce hybrid identities structured by patriarchy, cultural imperialism, and capitalism.Published2026-02-23T10:58:56Z2026-02-23T10:58:56Z20242024Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article1468-0777http://hdl.handle.net/10725/17726https://doi.org/10.1080/14680777.2023.2194571Melki, J., King, G., Sakka, Y., Haidar, R., Saati, F., & Mazloum, N. (2024). Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity. Feminist Media Studies, 24(2), 240-257.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.tandfonline.com/doi/full/10.1080/14680777.2023.2194571enFeminist Media Studiesinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/177262026-02-23T10:58:56Z |
| spellingShingle | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity Melki, Jad |
| status_str | publishedVersion |
| title | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| title_full | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| title_fullStr | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| title_full_unstemmed | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| title_short | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| title_sort | Gendered representations in Lebanese advertisements: flawless white femininity, heteronormative patriarchal masculinity, and the erasure of local diversity |
| url | http://hdl.handle.net/10725/17726 https://doi.org/10.1080/14680777.2023.2194571 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.tandfonline.com/doi/full/10.1080/14680777.2023.2194571 |