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首页> 外文期刊>Business Horizons. >Marketing feminism in youth media: A study of Disney and Pixar animation
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Marketing feminism in youth media: A study of Disney and Pixar animation

机译：青年媒体营销女权主义：迪士尼和皮克斯动画研究

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Feminism's reemergence in the mainstream has forced businesses and media organizations to be aware of and even to promote gender issues relevant to the marketing of their products, services, and brands, especially those that target young female consumers. Business scholarship has offered marketing guidelines for gendered representations, but most studies have occurred in adult consumption spheres, with less attention paid to feminist messaging in youth media. Through a thematic analysis of 17 Disney and Pixar animated films produced between 1989 and 2018 and featuring a female lead or colead, this study offers a blueprint that could help businesses develop feminist messaging in marketing communications and media directed at young female consumers. While businesses might understand that promoting positive gendered messages is necessary in the current era of heightened feminist awareness, few firms actually do it. And for the companies that do it, integrating feminist messages in a way that does not alienate mainstream consumers might prove challenging. This study's framework, which emerges from an empirical study of Disney and Pixar media, helps reduce some of these creative barriers. (C) 2020 Kelley School of Business, Indiana University. Published by Elsevier Inc.
机译：女权主义在主流中的重新识别是强迫企业和媒体组织来了解甚至促进与其产品，服务和品牌营销相关的性别问题，特别是那些针对年轻女性消费者的营销。商业奖学金提供了对性别陈述的营销指南，但大多数研究发生在成人消费领域，较少关注青年媒体中的女权主义消息。通过对1989年至2018年之间产生的17个迪士尼和皮克斯动画电影的主题分析，并以女性铅或COLEAD为特色，提供了一项蓝图，可以帮助企业在营销通讯和媒体上为年轻女性消费者的媒体开发女性主义消息传递。虽然企业可能会明白，在当前的女权主义意识时代，促进促进积极的性别信息，但很少有公司实际上是这样做的。对于这样做的公司，以不疏远主流消费者的方式整合女性主义信息可能会证明具有挑战性。本研究的框架从迪士尼和皮克斯媒体的实证研究中出现，有助于减少一些这些创造性障碍。 （c）印第安纳大学凯利商学院。 elsevier公司出版

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