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31.
    
ABSTRACT

The relationship between masculinity, neoliberalism, and capitalist economy is difficult to analyse. This is apparent when we consider recent studies of neoliberal capitalism, which are almost entirely books about men, and yet this feature consistently escapes critical attention. In contrast, this article brings this relation into focus, and suggests that the critique of hegemonic masculinities is an important feature of the critique of neoliberalism. The article first reviews existing literature on the intersection of masculinity and capitalism, which is increasingly being drawn towards the analysis of neoliberalism. It then briefly takes up Michel Foucault’s study of neoliberalism, especially his contention that classical liberalism’s concern with the nature of markets maintains an ambiguous persistence within the neoliberal project, in order to consider what it may have to offer to an analysis of masculinity and neoliberalism. Finally, I turn to one of the key thinkers in the intellectual development of neoliberalism – Ludwig von Mises – and provide a critical rereading of his 1944 book Bureaucracy. I argue that, beneath its veneer of economic rationality, the text mobilizes masculinity as a technology that is crucial to managing both the affective and economic insecurities generated by neoliberal conceptions of freedom in market-based societies.  相似文献   
32.
Better Late than Never is a remake of a Korean reality T.V. travel show, which aired on N.B.C. in August 2016. The show’s premise features four elder celebrity men – Henry Winkler, William Shatner, Terry Bradshaw, and George Foreman – with their mid-30s companion Jeff Dye as they travel through the “exotic” lands of East Asia. Through the use of two popular narrative tropes, the bromance and the Western journey for self-discovery in Asia, the show argues that the interaction with the Asian other is beneficial primarily in masculine self-discovery and masculine homosocial bonding. Borrowing from Steeves’s use of the hybrid encounter, I argue that B.L.T.N. positions the strange Asian other as valuable only as a reference for becoming reacquainted with the U.S. American self and emotionally connected to his fraternal companions. Thus, B.L.T.N. rejects hybridity and reinforces U.S. American masculinity through the reification of ideologically preferred contact with the other that is shallow and that benefits the Western traveler.  相似文献   
33.
    
The figure of the NASCAR dad emerged in the 2002 and 2004 campaign seasons to signal the importance of white, male Southern voters to politicians and their political parties. Analysis of television news coverage of NASCAR dads shows that it privileges patriarchal masculinity, the Republican Party, and corporate consumerism—all of which were propelled to high visibility by the NASCAR Corporation's place in these stories. Television news produces NASCAR dads as an “emotional brand,” a population of citizen-consumers representing the appropriation of patriotism, Christianity, and fatherhood, deployed in a politically conservative fashion.  相似文献   
34.
    
This article assesses the ways in which electoral systems present unique rhetorical challenges for women running for elective office, using German Chancellor Angela Merkel as a case study. In proportional systems, much of the rhetorical work occurs at the level of the party, requiring the political woman to capitalize on the rhetorical resources of the party structure in which she finds herself, advancing to party leadership, and eventually localizing the national election via the party structure. However, Merkel's performance demonstrates that the presence of women and of feminine norms of communication can sometimes mask the hegemonic masculinity that continues to govern democratic electoral systems. The authors conclude by considering the utility of the theory of “feminine style.”  相似文献   
35.
    
With the help of a case study of the Hindu nationalist party, Shiv Sena, I show that there is a strong connection between the Hindu nationalist discourse of Shiv Sena and masculinity. I demonstrate that Shiv Sena's Hindu nationalist rhetoric deals with a perceived threat to masculinity. I argue that Shiv Sena's rhetoric seeks to recover manhood by constructing nationalism from a masculine perspective. Although this is a single case study of the Shiv Sena party, the results of this study are consistent with the larger literature on nationalist identity and gender.  相似文献   
36.
    
The National Football League (NFL) draft is an annual meeting where professional teams claim contract rights to college players. It has recently become a major media event, previewed extensively by scores of magazines, newspapers, and websites, and televised in its seventeen-hour entirety by ESPN. A critical reading of these discourses finds frequent expressions of desire for the bodies of draft prospects. The paper situates this homoerotic commentary in the historical context of American white supremacy in order to explain why the mostly black prospects are available for this kind of perusal and assessment, especially given the taboos against homosexual desire that suffuse the culture of elite football; while explaining how such practices affirm inter-male dominance based on a hierarchy of race by deploying the patriarchal strategies of the male gaze.  相似文献   
37.
38.
This essay will provide further insight into how Black audiences interpret a popular culture text by focusing upon how a group of young black men construct Black masculinity as depicted in the film Barbershop. Interestingly, a rhetorical community of young Black men discussed the representations of the characters in the film from a perspective of Black individualism rather than reaffirming identity through a collective orientation toward the culture. This reading contrasts with much of the “ghettocentric” film literature by highlighting how a Black audience's interpretation of a text can focus on individualism rather than on cultural representations and stereotypes.  相似文献   
39.
“The first rule when communicating with people from the Arab world is not to let them lose face” said J. Al-Omari. Face or one's social identity is cultural. A face threat is a situation which threatens to create a loss of face. When experiencing face-threats people guard their face with facework – behavioral actions enacted to protect one's face. Since facework varies across cultures, this study analyzed how cultural collectivism, power distance, masculinity, and uncertainty avoidance influence direct, indirect, competitive, cooperative, hostile, and ritualistic facework in Syria and the United States, employing a MANCOVA design with gender as the covariate. Significant findings (n = 336) showed that: (a) US Americans reported using more direct, competitive, and hostile facework strategies than Syrians while (b) Syrians reported using more indirect, cooperative and ritualistic facework strategies than US Americans (c) US American facework strategies corresponded to individualistic, weak power distance, masculine, and low uncertainty avoidance cultural dimensions while Syrian facework corresponded to collectivistic, high-power distance, moderately masculine, and high uncertainty avoidance and (d) VSM 94 results showed Syria to be more individualistic than Hofstede's original rankings.  相似文献   
40.
    
Despite humanoid service robots having attracted considerable research attention, it remains unclear how consumers respond to some specific human characteristics of robots. Drawing from theories on social categorization and identification, we study the role of consumer perceived control as a psychological mechanism to explain how human-robot gender congruity alters consumers’ affective reactions (feelings of comfort in the service encounter and service brand attitudes). We also consider that such gender congruity effects may be contingent on the individual cultural value of masculinity. We demonstrate experimentally that human-robot gender congruity (vs. incongruity) elicits more positive affect, while masculinity moderates some of these effects. Moreover, perceived control mediates effects of gender congruity on affective reactions only for consumers high on masculinity. We offer three major theoretical contributions as we 1) focus on social identity theory to shed light on how human-robot gender congruity affects consumer behavior in service encounters, 2) demonstrate the role of perceptions of control as a psychological process variable to explain these effects, and 3) provide insights into the role of the cultural value of masculinity as a factor that shapes human-robot gender congruity effects.  相似文献   
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