Although previous research has investigated consumer mythopoesis (consumers' identity
work using marketplace myths), little is known about its enactment involving ambiguous …

The research aims to explore consumer perceptions of masculinity in advertising in an
innovative approach. The authors aimed to determine which type of masculinity and which …

Despite some marketing researchers claiming the existence of a large body of literature on
sexuality within the field, women's sexual practices remain a blind spot of marketing …

The attractiveness of bad boys can be seen as a cultural phenomenon that can be found in
different areas of society and art. In the media, too, the bad boy fulfills social expectations in …

The practice of legitimizing men's dominance is known as hegemonic masculinity, and it is a
concept that has often been explored through numerous adult novels, but rarely in children's …

Controversial media content has mainly been dealt with in relation to concerns about how
the media we consume might be detrimental to its viewers as individuals and society at …

This study examined the societal expectations surrounding masculinity and analyzed how
these expectations affect the likelihood of emotional disclosure in the context of therapy …

This contribution focuses on the phenomenon of digital social reading, a group of reading-
related activities involving rating books online, sharing reviews, joining discussion forums …

This chapter looks at the intricate ways in which heterosexual, middleclass, white, cisgender
men on the one hand attempt to construct a sufficiently attractive and sexualized public …

Bu araştırmada kurumsal kimliğin oluşturulmasında logo, renkler, tipografi ve arketip
kullanımının önemine odaklanılmıştır, yöntem olarak nitel araştırma metodolojisi …