Gestão & Produção
https://gestaoeproducao.com/article/doi/10.1590/1806-9649-2022v29e0621
Gestão & Produção
Artigo Original

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

Silvio Eduardo Alvarez Candido; Bruna Scanavachi Lourenço; Debora Mayumi Viol Sakoda

Downloads: 1
Views: 205

Abstract

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.

Keywords

Social movements, Markets, Strategic Action Fields, Internal Governance Units, Institutions

Referências

Agência Estado (2016). TJ/SP: Skol pagará mais de R$ 300 mil de multa por comercial considerado machista. O Estado de São Paulo. Política. Retrieved in 2008, October 5, from: https://www.migalhas.com.br/quentes/240979/skol-devera-pagar-multa-por-propaganda-ofensiva-as-mulheres.

Agência Estado (2017). Projeto prevê até R$ 200 mil de multa para publicidade que 'objetifica' mulher. O Estado de São Paulo. Geral. Retrieved in 2008, October 5, from: https://brasil.estadao.com.br/noticias/geral,projeto-preve-multa-de-ate-r-200-mil-para-publicidade-que-objetifica-mulher,70001669689.

Alvesson, M., & Sköldberg, K. (2017). Reflexive methodology: new views for qualitative research. Sage (Atlanta, Ga.)

Bardin, L. (2009). Análise de conteúdo. Lisboa, Portugal: Edições.

Belkaoui, A., & Belkaoui, J. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. JMR, Journal of Marketing Research, 168-172. http://dx.doi.org/10.2307/3150853.

Biazzin, C., Sacomano, M., No., & Candido, S. E. A. (2020). Diffusion of operational capabilities knowledge: the social skills perspective. Production, 30, 30. http://dx.doi.org/10.1590/0103-6513.20200015.

Boltanski, L., & Chiapello, E. (2009). O novo espírito do capitalismo. São Paulo: Martins Fontes.

Bourdieu, P. (2005). O campo econômico. Política & Sociedade, 4(6), 15-58.

Bourdieu, P. (2014). Sobre o Estado: Cursos no Collège de France (1989-92). São Paulo: Cia das Letras.

Candido, S. E. A., Côrtes, M. R., Truzzi, O. M. S., & Sacomano, M., No. (2018). Fields in organization studies: relational approaches? Management & Production, 25(1), 68-80.

Candido, S. E. A., Soulé, F. V., & Sacomano, M., No. (2017). Power and culture in supply chains: contributions to the strategic action fields approach. Production, 27(0). http://dx.doi.org/10.1590/0103-6513.213516.

Candido, S. E. A., Soulé, F. V., & Sacomano, M., No. (2019). The emergence of “solidarity recycling” in Brazil: structural convergences and strategic actions in interconnected fields. Organization & Environment, 32(3), 363-385. http://dx.doi.org/10.1177/1086026618759835.

Candido, S.E.A., Sacomano, M., No., & Côrtes, M.R. (2021). How social inequalities shape markets: lessons from the configuration of PET recycling practices in Brazil. Business & Society. http://dx.doi.org/10.1177/0007650321989063.

Conselho Nacional de Autorregulamentação Publicitária – CONAR (2018). National Advertising Self-Regulation Council. Retrieved in 2018, October 5, from www.conar.org.br

Davis, G. F., McAdam, D., Scott, W. R., & Zald, M. N., editors (2005). Social movements and organization theory. Cambridge: Cambridge University Press. http://dx.doi.org/10.1017/CBO9780511791000.

DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147-160. http://dx.doi.org/10.2307/2095101.

Fligstein, N. (1990). The transformation of corporate control. Cambridge: Harvard University Press.

Fligstein, N. (2001). The architecture of markets: an economic sociology of twenty-first-century capitalist societies. Princeton: Princeton University Press. http://dx.doi.org/10.1515/9780691186269.

Fligstein, N., & McAdam, D. (2012). The theory of fields. Reino Unido: Oxford University Press. http://dx.doi.org/10.1093/acprof:oso/9780199859948.001.0001.

Fligstein, N., & McAdam, D. (2019). States, social movements and markets. Socio-economic Review, 17(1), 1-6. http://dx.doi.org/10.1093/ser/mwz019.

Foletto, L. F. (2009). O blog jornalístico: definição e características na blogosfera brasileira (Doctoral thesis). Universidade Federal de Santa Catarina, Programa de Pós graduação em Jornalismo, Florianópolis.

Goffman, E. (1979). Gender advertisements. New York: Harper & Row.

Granovetter, M. (2017). Society and economy. Cambridge: Harvard University Press. http://dx.doi.org/10.4159/9780674977792.

King, B. G. (2008). A political mediation model of corporate response to social movement activism. Administrative Science Quarterly, 53(3), 395-421. http://dx.doi.org/10.2189/asqu.53.3.395.

King, B. G. (2011). The tactical disruptiveness of social movements: sources of market and mediated disruption in corporate boycotts. Social Problems, 58(4), 491-517. http://dx.doi.org/10.1525/sp.2011.58.4.491.

King, B. G. (2015). Neil Fligstein and Doug McAdam: a theory of fields. Administrative Science Quarterly, 60(1), NP4-NP6. https://doi.org/10.1177/0001839214551331.

King, B. G., & Pearce, N. (2010). The contentiousness of markets: politics, social movements, and institutional change in markets. Annual Review of Sociology, 36(1), 249-267. http://dx.doi.org/10.1146/annurev.soc.012809.102606.

King, B. G., & Soule, S. A. (2007). Social movements as extra-institutional entrepreneurs: the effect of protests on stock price returns. Administrative Science Quarterly, 52(3), 413-442. http://dx.doi.org/10.2189/asqu.52.3.413.

Machado-da-Silva, C. L., Guarido, E. R., Fo., & Rossoni, L. (2006). Campos organizacionais: seis diferentes leituras e a perspectiva de estruturação. Revista de Administração Contemporânea, 10(spe), 159-196.

Malta, R. B., & Silva, K. M. R. (2016). A atual representação da mulher em comercias de cerveja: relações socioculturais e mercadológicas. Verso e Reverso, 30(73), 50-57.

Martinez, F. (2019). Feminismos em movimento no ciberespaço. Cadernos Pagu, 56:e195612. https://doi.org/10.1590/18094449201900560012.

Muzio, D., Kipping, M., & Kirkpatrick, I. (2016). Governance units and field evolution dynamics: the case of UK management consulting. Academy of Management Proceedings, 1, 10672. http://dx.doi.org/10.5465/ambpp.2016.30.

Polanyi, K. (2000). A grande transformação: as origens de nossa época. Rio de Janeiro: Campus.

Silva, M. A. R., & Costa, L. R. C. (2017). Publicidade, empoderamento feminino e o reposicionamento da cerveja Itaipava. Revista Tematica, 13(9), 36-54. http://dx.doi.org/10.22478/ufpb.1807-8931.2017v13n9.36146.
 

62309d6ca9539530ed1af233 gp Articles

Gest. Prod.

Share this page
Page Sections