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).

Integration of cellular and molecular endpoints to assess the toxicity of polycyclic aromatic hydrocarbons in HepG2 cell line.

Polycyclic aromatic hydrocarbons (PAHs) are persistent pollutants present in the environment with known mutagenic and carcinogenic properties. In the present study the effects of exposure to single or multiple doses of benzo[a]anthracene (BaA), pyrene (Pyr), and 3 halogenated derivatives of these compounds (1-chloropyrene, 1-bromopyrene [1-BrPyr], and 7-chlorobenzo[a]anthracene [7-ClBaA]) were evaluated in a liver-derived human cell line (HepG2). Cytotoxicity as assessed by the classic 3-(4,5-dimethylthiazol-2-yl)-2,5-diphenyltetrazolium bromide (MTT) and neutral red assays showed a mild toxic effect in response to single or multiple dose exposure for up to 72 h, except for multiple dose exposure to BaA and 7-ClBaA (1 µM/d for 4 d) and single exposure to 10 µM BaA. Furthermore, selective mitochondrial and lysosomal toxicity was observed for Pyr and BaA series, respectively. To understand the underlying molecular mechanisms responsible for this effect, reactive oxygen species production, mitochondrial membrane depolarization, lysosomal pH, DNA fragmentation, and early and late apoptosis mediators were evaluated after exposure to single doses of the compounds. All compounds were able to trigger oxidative stress after 24 h as measured by catalase activity, and a good correlation was found between mitochondrial membrane depolarization, lysosomal pH increase, and MTT and neutral red assays. Evaluation of cell death mediators showed that caspase-3/7, but not annexin-V, pathways were involved in toxicity triggered by the studied compounds. The integration of all results showed that 1-BrPyr and BaA have a higher toxicity potential. Environ Toxicol Chem 2017;36:3404-3414. © 2017 SETAC.

Trihalomethanes in Lisbon indoor swimming pools: occurrence, determining factors, and health risk classification.

Characterization of water quality from indoor swimming pools, using chorine-based disinfection techniques, was performed during a 6-mo period to study the occurrence, distribution, and concentration factors of trihalomethanes (THM). Several parameters such as levels of water THM, water and air chloroform, water bromodichloromethane (BDCM), water dibromochloromethane (DBCM), water bromoform (BF), free residual chlorine (FrCl), pH, water and air temperature, and permanganate water oxidizability (PWO) were determined in each pool during that period. Chloroform (CF(W)) was the THM detected at higher concentrations in all pools, followed by BDCM, DBCM, and BF detected at 99, 34, and 6% of the samples, respectively. Water THM concentrations ranged from 10.1 to 155 µg/L, with 6.5% of the samples presenting values above 100 µg/L (parametric value established in Portuguese law DL 306/2007). In this study, air chloroform (CF(Air)) concentrations ranged from 45 to 373 µg/m³ with 24% of the samples presenting values above 136 µg/m³ (considered high exposure value). Several significant correlations were observed between total THM and other parameters, namely, CF(W), CF(Air), FrCl, water temperature (T(W)), and PWO. These correlations indicate that FrCl, T(W) and PWO are parameters that influence THM formation. The exposure criterion established for water THM enabled the inclusion of 67% of Lisbon pools in the high exposure group, which reinforces the need for an improvement in pool water quality.

In vitro studies with mammalian cell lines and gum arabic-coated magnetic nanoparticles.

Iron oxide magnetic nanoparticles (MNPs) were synthesized by the chemical co-precipitation method and coated with gum arabic (GA) by physical adsorption and covalent attachment. Cultures of mammalian cell lines (HEK293, CHO and TE671) were grown in the presence of uncoated and GA-coated MNPs. Cellular growth was followed by optical microscopy in order to assess the proportion of cells with particles, alterations in cellular density and the presence of debris. The in vitro assays demonstrated that cells from different origins are affected differently by the presence of the nanoparticles. Also, the methods followed for GA coating of MNPs endow distinct surface characteristics that probably underlie the observed differences when in contact with the cells. In general, the nanoparticles to which the GA was adsorbed had a smaller ability to attach to the cells' surface and to compromise the viability of the cultures.