Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study
This research paper examines consumer attitudes towards femvertising within the context of Nike's campaigns in Russia and Turkey. Through a netnographic analysis of YouTube comments, the research reveals how gender, cultural and political context influence responses to women’s empowerment messa...
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| Format: | Article |
| Language: | English |
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Sakarya University
2024-12-01
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| Series: | Sakarya İletişim |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/4332499 |
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| _version_ | 1823859117466320896 |
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| author | Iana Aleksandrova Tuba Çevik Ergin |
| author_facet | Iana Aleksandrova Tuba Çevik Ergin |
| author_sort | Iana Aleksandrova |
| collection | DOAJ |
| description | This research paper examines consumer attitudes towards femvertising within the context of Nike's campaigns in Russia and Turkey. Through a netnographic analysis of YouTube comments, the research reveals how gender, cultural and political context influence responses to women’s empowerment messages in advertising. While women in both countries largely responded positively to femvertising, perceiving it as empowering and motivational, men’s reactions were more polarized. Russian men displayed substantial resistance, with many viewing the advertisement’s feminist undertones negatively and interpreting it as an imposition of Western feminist ideas that undermine traditional values. This opposition aligns with Russian political discourse, which in recent years has shifted towards the preservation and reinforcement of traditional spiritual and moral values. In contrast, Turkish men were relatively more receptive to femvertising messages, though they still expressed some caution. Turkey’s more varied discourse on gender, which balances secular ideas and traditional Islamic values, contributed to a less polarized reaction to femvertising. The study underscores the importance of authenticity in femvertising, noting the potential for backlash and skepticism towards commercialized feminism, particularly among male audiences. It also highlights the importance of diversity, recommending the inclusion of men, alongside women of varied religions, body types, and appearances, to foster inclusivity and prevent discrimination. These findings enrich the literature on gender-focused advertising, emphasizing the importance of cultural sensitivity and adherence to authentic femvertising principles when employing femvertising strategies across diverse cultural landscapes. |
| format | Article |
| id | doaj-art-91d70dcb42974b65865d3de9d98749a7 |
| institution | Kabale University |
| issn | 2791-6464 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Sakarya University |
| record_format | Article |
| series | Sakarya İletişim |
| spelling | doaj-art-91d70dcb42974b65865d3de9d98749a72025-02-11T08:25:50ZengSakarya UniversitySakarya İletişim2791-64642024-12-014212914910.70684/silet.157762328Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic StudyIana Aleksandrova0https://orcid.org/0009-0007-0064-2352Tuba Çevik Ergin1https://orcid.org/0000-0002-4632-7987SAKARYA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİSAKARYA ÜNİVERSİTESİThis research paper examines consumer attitudes towards femvertising within the context of Nike's campaigns in Russia and Turkey. Through a netnographic analysis of YouTube comments, the research reveals how gender, cultural and political context influence responses to women’s empowerment messages in advertising. While women in both countries largely responded positively to femvertising, perceiving it as empowering and motivational, men’s reactions were more polarized. Russian men displayed substantial resistance, with many viewing the advertisement’s feminist undertones negatively and interpreting it as an imposition of Western feminist ideas that undermine traditional values. This opposition aligns with Russian political discourse, which in recent years has shifted towards the preservation and reinforcement of traditional spiritual and moral values. In contrast, Turkish men were relatively more receptive to femvertising messages, though they still expressed some caution. Turkey’s more varied discourse on gender, which balances secular ideas and traditional Islamic values, contributed to a less polarized reaction to femvertising. The study underscores the importance of authenticity in femvertising, noting the potential for backlash and skepticism towards commercialized feminism, particularly among male audiences. It also highlights the importance of diversity, recommending the inclusion of men, alongside women of varied religions, body types, and appearances, to foster inclusivity and prevent discrimination. These findings enrich the literature on gender-focused advertising, emphasizing the importance of cultural sensitivity and adherence to authentic femvertising principles when employing femvertising strategies across diverse cultural landscapes.https://dergipark.org.tr/tr/download/article-file/4332499femvertisingfemale stereotypesyoutuberussiatürkiyefemvertisingkadın stereotipleriyoutuberusyatürkiye |
| spellingShingle | Iana Aleksandrova Tuba Çevik Ergin Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study Sakarya İletişim femvertising female stereotypes youtube russia türkiye femvertising kadın stereotipleri youtube rusya türkiye |
| title | Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study |
| title_full | Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study |
| title_fullStr | Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study |
| title_full_unstemmed | Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study |
| title_short | Consumer Attitudes towards Femvertising in Russia and Türkiye: A Netnographic Study |
| title_sort | consumer attitudes towards femvertising in russia and turkiye a netnographic study |
| topic | femvertising female stereotypes youtube russia türkiye femvertising kadın stereotipleri youtube rusya türkiye |
| url | https://dergipark.org.tr/tr/download/article-file/4332499 |
| work_keys_str_mv | AT ianaaleksandrova consumerattitudestowardsfemvertisinginrussiaandturkiyeanetnographicstudy AT tubacevikergin consumerattitudestowardsfemvertisinginrussiaandturkiyeanetnographicstudy |