全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...
-  2018 

Self and Identity of Being an Ideal Woman: An Exploratory Qualitative Study

DOI: 10.1177/2277975217733883

Keywords: Self,identity,ideal woman,compliance pressure,ideal consumption

Full-Text   Cite this paper   Add to My Lib

Abstract:

Gender roles and their stereotyped behaviour is influenced by various factors, both external and internal, during the course of an individual’s life. But, the identity of being an ideal woman is allegedly triggered by marketing. It seems to create an identity benchmark in the society and a pressure in women to comply with these identity standards. These efforts to adhere to the ideal woman benchmark is reflected in women’s consumption. But, what does it mean to be an ideal woman? To explore this, we conducted 20 interviews. The study identified that being an ideal woman is being beautiful and feminine, and to have stereotyped perfect bodies and behaviour. These seem to be driven by the expectations from men, which bring transitions in a woman’s public and private self. The study also discusses the implications to marketing and advertising

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133