Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements
Abstract This study examines the portrayal of gender in Cyberpunk-style microfilm advertising (CMA), a genre that blends futuristic technology with dystopian elements. By employing qualitative content analysis grounded in theories of gender performativity and media representation, this research exam...
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| Format: | Article |
| Language: | English |
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Springer Nature
2025-04-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-04618-0 |
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| author | Chunfa Zhou Beile Jin |
| author_facet | Chunfa Zhou Beile Jin |
| author_sort | Chunfa Zhou |
| collection | DOAJ |
| description | Abstract This study examines the portrayal of gender in Cyberpunk-style microfilm advertising (CMA), a genre that blends futuristic technology with dystopian elements. By employing qualitative content analysis grounded in theories of gender performativity and media representation, this research examines how these advertisements construct gender images and their impact on societal gender norms. The analysis reveals that while CMA presents innovative gender representation, it also perpetuates existing stereotypes, particularly with regard to professional roles and emotional dynamics. The findings underscore the dual role of media in both challenging and reinforcing gender stereotypes and highlight the need for a more balanced portrayal of gender. This study contributes to the discourse on gender representation in media, offers insights into the unique intersection of Cyberpunk aesthetics and advertising, and calls for further research to explore the long-term effects of these representations on societal norms. |
| format | Article |
| id | doaj-art-bbbd4ef5519b4a59a9656e128b27742b |
| institution | OA Journals |
| issn | 2662-9992 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-bbbd4ef5519b4a59a9656e128b27742b2025-08-20T02:17:05ZengSpringer NatureHumanities & Social Sciences Communications2662-99922025-04-0112111010.1057/s41599-025-04618-0Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisementsChunfa Zhou0Beile Jin1College of Design and Innovation. Zhejiang Normal UniversitySchool of Arts, Languages and Cultures, University of ManchesterAbstract This study examines the portrayal of gender in Cyberpunk-style microfilm advertising (CMA), a genre that blends futuristic technology with dystopian elements. By employing qualitative content analysis grounded in theories of gender performativity and media representation, this research examines how these advertisements construct gender images and their impact on societal gender norms. The analysis reveals that while CMA presents innovative gender representation, it also perpetuates existing stereotypes, particularly with regard to professional roles and emotional dynamics. The findings underscore the dual role of media in both challenging and reinforcing gender stereotypes and highlight the need for a more balanced portrayal of gender. This study contributes to the discourse on gender representation in media, offers insights into the unique intersection of Cyberpunk aesthetics and advertising, and calls for further research to explore the long-term effects of these representations on societal norms.https://doi.org/10.1057/s41599-025-04618-0 |
| spellingShingle | Chunfa Zhou Beile Jin Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements Humanities & Social Sciences Communications |
| title | Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements |
| title_full | Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements |
| title_fullStr | Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements |
| title_full_unstemmed | Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements |
| title_short | Empowered or constrained? Gender narratives in Cyberpunk-style microfilm advertisements |
| title_sort | empowered or constrained gender narratives in cyberpunk style microfilm advertisements |
| url | https://doi.org/10.1057/s41599-025-04618-0 |
| work_keys_str_mv | AT chunfazhou empoweredorconstrainedgendernarrativesincyberpunkstylemicrofilmadvertisements AT beilejin empoweredorconstrainedgendernarrativesincyberpunkstylemicrofilmadvertisements |