Gestão de marketing e o sexismo na comunicação: o papel da liderança / Gestión de marketing y el sexismo en la comunicación: el papel del liderazgo / Marketing management and sexism in promotion: the role of leadership

RESUMO Estudos indicam que as mulheres enfrentam mais dificuldades nas áreas empresariais (gestão, contabilidade, finanças, ciências do comportamento e gestão de pessoas) do que os seus colegas homens, devido a considerações estereotipadas sobre o seu papel, que têm consequências negativas nas oportunidades no local de trabalho. Neste sentido, a liderança surge, nesta investigação, com um papel reforçado e como uma ferramenta crucial no apoio à gestão do marketing (em específico, o caso da comunicação e da publicidade) e na sua relação com o sexismo e a igualdade do género. Em específico, torna-se necessário compreender até que ponto a comunicação social e a indústria publicitária influenciam os estereótipos que vão ditar a ascensão ou não da liderança feminina. O presente trabalho visa contribuir, em nível teórico, para a compreensão deste fenómeno, reunindo alguns dos principais contributos da literatura. Estudos futuros deverão conduzir os investigadores no sentido de testar empiricamente qual o papel da liderança na definição das políticas e planos de comunicação das organizações (em específico, a promoção da igualdade de género). Numa perspetiva interdisciplinar, o presente estudo pretende contribuir para o marketing e para o comportamento organizacional. Futuros trabalhos deverão conduzir à elaboração de focus group e entrevistas em profundidade reunindo alguns agentes da tomada de decisão (na ótica da empresa) e consumidores (na ótica da procura).

RESUMEN Los estudios indican que las mujeres se enfrentan a más dificultades en las áreas empresariales (gestión, contabilidad, finanzas, ciencias de comportamiento y gestión de personas) que sus colegas varones, debido a consideraciones estereotipadas sobre su papel, que tienen consecuencias negativas en las oportunidades en el lugar de trabajo. En este sentido, el liderazgo surge en esta investigación con un papel reforzado y como una herramienta crucial en el apoyo a la gestión del marketing (en particular, el caso de la comunicación y la publicidad) y en su relación con el sexismo y la igualdad de género. En concreto, es necesario comprender hasta qué punto la comunicación social y la industria publicitaria influencian los estereotipos que van a dictar la ascensión o no del liderazgo femenino. El presente trabajo pretende contribuir, en nivel teórico, a la comprensión de este fenómeno, reuniendo algunas de las principales contribuciones de la literatura. Los estudios futuros deben conducir a los investigadores a probar empíricamente cuál es el papel del liderazgo en la definición de las políticas y planes de comunicación de las organizaciones (en particular, la promoción de la igualdad de género). En una perspectiva interdisciplinaria, el presente estudio pretende contribuir al marketing y al comportamiento organizacional. Los futuros trabajos conducen a la elaboración de focus group y entrevistas en profundidad reuniendo algunos agentes de la toma de decisión (en la óptica de la empresa) y consumidores (en la óptica de la demanda).

ABSTRACT Studies show us that women face more difficulties in business (management, accounting, finance, behavioral sciences and people management) than their male counterparts because of stereotypical considerations about their role, which have negative consequences on opportunities on the workplace. So, leadership emerges in this research with a reinforced role and as a crucial way in supporting marketing management (specifically the case of communication and advertising) and in its relation to sexism and gender equality. It is necessary to understand to what extent the media and the advertising industry influences the stereotypes that will dictate the rise or not of female leadership. The present work aims to contribute, theoretically, to the understanding of this phenomenon, gathering some of the main contributions of the existent literature. Future studies should lead researchers to empirically test the role of leadership in shaping organizations' communication policies and plans (specifically, promoting gender equality). In an interdisciplinary perspective, this study intends to contribute to marketing and to organizational behavior. Future work will help to the elaboration of a focus group and in-depth interviews bringing together some decision-making agents (in the company's perspective) and consumers (from a demand perspective).

The impact of John Henryism on self-reported health behaviors in African American men.

PURPOSE: African American men have poorer health and higher disease-related mortality as compared to non-African American men. John Henryism refers to the predisposition to engage in active high-effort coping with environmental stressors. Little is known about relationships between John Henryism and personal health behaviors in African American men. The study purposes were to examine predictive relationships among John Henryism, marital status, age, education years, and health insurance on health behaviors in African American men. DESIGN: Cross-sectional descriptive study. METHOD: The convenience sample included 60 African American men (mean age 54.8 + 10.13) recruited from a large urban area in the Midwestern United States. FINDINGS: John Henryism significantly predicted self-reported health behaviors accounting for 12% of the multiple regression model variance. RESULTS: Findings provide early evidence to consider in the design of interventions aimed at promoting healthy behaviors in African American men.

Work, obesity, and occupational safety and health.

There is increasing evidence that obesity and overweight may be related, in part, to adverse work conditions. In particular, the risk of obesity may increase in high-demand, low-control work environments, and for those who work long hours. In addition, obesity may modify the risk for vibration-induced injury and certain occupational musculoskeletal disorders. We hypothesized that obesity may also be a co-risk factor for the development of occupational asthma and cardiovascular disease that and it may modify the worker's response to occupational stress, immune response to chemical exposures, and risk of disease from occupational neurotoxins. We developed 5 conceptual models of the interrelationship of work, obesity, and occupational safety and health and highlighted the ethical, legal, and social issues related to fuller consideration of obesity's role in occupational health and safety.

The inducement of meaningful work: a response to Anderson and Weijer.

James A. Anderson and Charles Weijer take the wage payment model proposed by Neil Dickert and Christine Grady and extend the analogy of research participation to unskilled wage labor to include just working conditions. Although noble in its intentions, this moral extension generates unsavory outcomes. Most notably, Anderson and Weijer distinguish between two types of research subjects: occasional and professional. The latter, in this case, receives benefits beyond the moral minima in the form of "the right to meaningful work." The problem is that meaningful work can itself be a form of inducement, and consequently, may in fact increase the incidence of inducement contrary to the intentions of the wage payment model.