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Key barriers, opportunities and good practices for entrepreneurship and innovation
Křížková, Alena ; Marková Volejníčková, Romana ; Pospíšilová, Marie ; Vohlídalová, Marta
The report is focused on barriers, opportunities and good practices for gender-sensitive innovations and entrepreneurship. It is based on the analysis of 36 interviews with experts from the health, green and digital fields and the target groups defined in the quadruple helix of academia, citizens, industry, and government. The interviews were collected by 12 GILL partners in the 10 consortium countries in 2023. Gender stereotypical cultural beliefs and norms, masculine bias, gender segregation, lack of funding, lack of policies to support work-life balance and lack of political will and empirical evidence to remove these barriers are the main problems identified. The opportunities reflected largely correspond to these barriers and highlight the role of key actors, such as the EU, in setting standards. Projects focusing on fixing the number of women under-represented in certain fields and occupations and management positions predominate among good practices.
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Male gaze in advertising of shaving products targeted to women
Pollaková, Kateřina ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
The bachelor's thesis Male gaze in advertising of shaving products targeted to women deals with the topic of male gaze in advertisements for women's razors. The aim of this work was to find out whether and if the male gaze manifests itself in advertisements, or if the depiction of women in advertisements changes over time. The qualitative content analysis showed that the male gaze is manifested in advertisements for women's razors, and even that its influence on the portrayal of women has changed over time.
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Sexist Portrayal of Women in Advertisement in Men's Lifestyle Magazines
Štochlová, Anežka ; Fousek Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is about the sexist portrayal of women in men's lifestyle magazines. The theoretical part discusses the specifics of advertising, its history, legal regulation and self- regulation, and the features of sexist advertising. Furthermore, the concepts of gender, gender stereotypes and sexism are defined. Men's lifestyle magazines Playboy and Esquire are also briefly introduced. In the analytical part, research was conducted using quantitative content analysis. Magazines from the period 2015-2020 were examined. In particular, the research explored which products are most often promoted through sexist advertisements. The results showed that the most frequent are different media contents - websites, online magazines, books, e-shops or online television.
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Implementace genderové problematiky do výuky
DAVIDOVÁ, Lucie
The thesis addresses the effective inclusion of gender and feminism issues into education. The theoretical part of the thesis describes the basic concepts of gender and feminism, their development, and current issues - mainly targeting the topics of gender roles and stereotypes in society, feminized positions, and the issue of gender pay-gap. The following part of the thesis focuses on the area of the Czech education system and tries to answer these associated questions: Are some of the mentioned stereotypes applied in Czech education? How does gender-sensitive education work? How is feminism viewed within Civic Education? The practical part of the thesis is then devoted to the application of the theoretical knowledge and shows the model lessons addressing the topic of feminism and gender, included in the curriculum of Civic Education. These lessons were used in lessons of Civic Education at the EDUCAnet Grammar School České Budějovice s.r.o. Prior to the implementation of these lessons, students filled in a questionnaire focused on the topic of gender and feminism. After completing the lessons, a reflection on the effectiveness and their impact on the students was conducted.
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Perception of stereotypes in advertisement by children of age 4 - 6 and 11 - 13
Kovačovičová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis is devoted to the perception of gender stereotypes in advertising among children in two age groups, 4 to 6 years old and 11 to 13 years old. Children are considered more vulnerable to the effects of advertising compared to adults. This applies to the influence on purchasing behaviour, as well as to the acquisition of displayed content, for example in the case of stereotypes. The goal of the research was to find out if and how children in these two age groups perceive gender stereotypes in advertising and to compare these groups with each other. The research used interviews and selected activities aimed at different types of advertisements to understand the decision-making process based on them, to investigate how children replicate stereotypes in their own work and to understand what is significant for children in advertisements. The thesis also includes possible approaches and issues of a research with children and, last but not least, the ethics of this type of research. Based on the research, it was found that children in the younger group replicate gender stereotypes significantly more in advertising and in general, and they also use gender to defend their decisions and choices. In the older group, on the other hand, gender stereotypes were less noticeable, and children in...
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Sexist portrayal of women in marketing communication: differences in the perception of sexist advertising between women and men of generation Z
Brázdilová, Eva ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the sexist portrayal of women in marketing communication, focusing on whether sexism in advertising is perceived differently by women and men of Generation Z. Despite the significant influence of advertising on social attitudes towards gender, there is a lack of academic texts on how people perceive and respond to sexist advertising. This thesis consists of three parts - theoretical, methodological and research, which provide an overview of the theory of sexism, the different forms of sexist portrayals of women in advertising, means of fighting against sexism and its regulation, research methodology and analysis of research findings. The research was conducted through semi-structured interviews with Generation Z respondents to obtain qualitative data on their views on sexism in advertising. The discussion of the research findings provides insight into the attitudes and perceptions of Generation Z towards sexist portrayals of women in advertising and offers important implications for the advertising industry and society as a whole. The gathered data shows that both genders view sexist portrayal of women in advertising in a similar way, which is negative. The only significant difference was men's lower ability to recognize sexism.
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