Cultural Studies and the Circuit of Culture: Advertising, Promotional Culture and the New Zealand All Blacks

Scherer, Jay; Jackson, Steve

doi:10.1177/1532708608321577

Cited by 33 publications

(31 citation statements)

References 18 publications

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“…Polynesian women, conversely, remain marginalised, highly stereotyped, and most frequently associated with "nature, family and the body" (p. 12). The complex interactions between gender and ethnicity in New Zealand are also noted by Wall (1997), Falcous (2007) and Scherer and Jackson (2008), who illustrate how recent marketing campaigns have utilised hyper-masculine depictions of Māori men"s sporting prowess to evoke imagery of the ferocious "native" warrior. Wall (1997) suggests such depictions potentially reinforce stereotypical constructions of Māori men as "natural" athletes, genetically suited to physical (rather than intellectual) activities (see also Hooks, 1992;Jackson, 1994).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Michelle

2011

Sex Roles

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This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were overrepresented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Michelle

2011

Sex Roles

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“…However, Scherer and Jackson (2008) argue that one of the problems with seeing organizational activities in such purely rational terms lies in the fact that the meanings that people give to their work often vary, even if their work consists of similar activities.…”

Section: Continuesmentioning

confidence: 99%

“…Work planning presents the forms encountered by producers themselves in organizing and articulating the social, economic and cultural capital interwoven into their operations. Scherer and Jackson (2008) point out that such formats tend to break away from business logic, resulting in more organic management and labour models.…”

Section: Social Relationship Of Productionmentioning

confidence: 99%

“…Differences between such technical conditions are indicative of economic and political disparities (Scherer & Jackson, 2008). Finally, the social relations of production address the shapes encountered by producers in establishing relationships among themselves and with other agents of production when developing specific cultural goods.…”

Section: Social Relationship Of Productionmentioning

confidence: 99%

“…In turn, cultural life (macro perspective) demarcates the articulation between individual trajectories and the performance of the producers in the sector, culminating in a kind of working relationship representative of the particular history of these individuals (Scherer & Jackson, 2008).…”

Section: Social Relationship Of Productionmentioning

confidence: 99%

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Geographical Indication Re-signifying Artisanal Production of Curd Cheese in Northeastern Brazil

et al. 2016

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ResumoA acirrada competição de mercado e o crescente padrão de exigência dos consumidores em relação à qualidade têm estimulado organizações a buscarem certificações para diferenciar produtos e serviços. Um tipo de certificação que vem recebendo atenção de instituições interessadas no agronegócio é a Indicação Geográfica (IG). O significado de um artefato cultural, como o queijo coalho, não está no produto em si, mas nas relações que se estabelecem com quem o produz ou com quem o consome, com destaque para a interrelação dessas práticas de produção simbólica. Este estudo visa compreender como o processo de IG significa a produção artesanal de Queijo Coalho, agregando valor ao produto e tornando-o competitivo. Por meio da análise do discurso, foi possível comparar os significados culturais do queijo na sua forma original e naquela delineada pelos produtores que integram a Associação de Certificação do Queijo Coalho (CQP). Os resultados revelam que inovações advindas do processo de obtenção da IG têm ajudado os produtores da CQP na resignificação da sua produção artesanal, já que melhorias têm sido percebidas no processo produtivo, tanto na dimensão material do alimento, como no que se refere a sua dimensão simbólica.Palavras-chave: produção simbólica; indicação geográfica; queijo coalho. AbstractFierce market competition and growing consumer demand for quality have spurred organizations to seek certification as a way of differentiating their products and services from those of competitors. Geographical Indication (GI) is a type of certification that has received attention from agribusiness. The significance as a cultural artifact (e.g., locally-produced curd cheese) does not lie in the product itself, but in the relationships that are established between those who produce it and those who consume it, thereby highlighting the interrelationships of these symbolic production practices. This study seeks to understand how the process of GI certification has conferred new meaning on (re-signified) artisanal production of curd cheese in rural parts of the Brazilian state of Pernambuco. GI adds value to the product, making it competitive. Discourse analysis enabled comparison of the cheese's original cultural meanings with those outlined by Curd Cheese Certification Association (CCCA) member-producers. Certification-driven innovations have helped CCCA member-producers to re-signify their artisanal production, while providing a clear understanding of both the material and symbolic dimensions of improvements perceived to have occurred in the production process.

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Gee¹,

Jackson²

2017

Sport, Promotional Culture and the Crisis of Masculinity

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Cultural Studies and the Circuit of Culture: Advertising, Promotional Culture and the New Zealand All Blacks

Cited by 33 publications

References 18 publications

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

Geographical Indication Re-signifying Artisanal Production of Curd Cheese in Northeastern Brazil

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