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#metoovertising: the institutional work of creative women looking to change the rules of the advertising game

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#metoovertising: the institutional work of creative women looking to change the rules of the advertising game. / Thompson-Whiteside, Helen; Turnbull, Sarah.

In: Journal of Marketing Management, 18.09.2020.

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@article{785c30968dc94e7ba4e83f9b3ce0e09c,
title = "#metoovertising: the institutional work of creative women looking to change the rules of the advertising game",
abstract = "In the wake of #Metoo, the ad industry is coming to terms with its own issues of sexual harassment. While the industry has publicly committed to address this, recent surveys indicate that the problem persists. We therefore explore the institutional work of actors who are constrained by these gendered institutional arrangements. We consider how they might be involved in changing established dynamics and seek to erode the sexist attitudes and behaviours prevalent in ad agencies. We consider the work of Les Lionnes, a collective of women working in French advertising agencies, who form a boundary organisation to address sexual harassment in the French industry. By conducting critical discourse of their 2019 poster campaign, together with a netnographic study of their social media sites and an interview with its founder, we identify how communicative resources are used to expose the sexist attitudes and behaviours embedded in discourse. Our findings show actors can use advertising to challenge the continued legitimacy of institutional logics. The success of this work may be further enhanced when it is aligned with a wider social discourse, such as #Metoo. We therefore conceptualise the advertising undertaken by Les Lionnes as institutional work which seeks to expose sexual harassment and abuse within the ad industry. We call this novel form of advertising #Metoovertising.",
keywords = "gender, advertising, critical discourse analysis, social networks, #Metoo, #Metoovertising, embargoover12",
author = "Helen Thompson-Whiteside and Sarah Turnbull",
note = "18 months embargo. This is an [Accepted Manuscript / Author{\textquoteright}s Original Manuscript] of an article published by Taylor & Francis in [JOURNAL TITLE] on [date of publication], available at http://wwww.tandfonline. com/[Article DOI].",
year = "2020",
month = sep,
day = "18",
language = "English",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor & Francis",

}

RIS

TY - JOUR

T1 - #metoovertising: the institutional work of creative women looking to change the rules of the advertising game

AU - Thompson-Whiteside, Helen

AU - Turnbull, Sarah

N1 - 18 months embargo. This is an [Accepted Manuscript / Author’s Original Manuscript] of an article published by Taylor & Francis in [JOURNAL TITLE] on [date of publication], available at http://wwww.tandfonline. com/[Article DOI].

PY - 2020/9/18

Y1 - 2020/9/18

N2 - In the wake of #Metoo, the ad industry is coming to terms with its own issues of sexual harassment. While the industry has publicly committed to address this, recent surveys indicate that the problem persists. We therefore explore the institutional work of actors who are constrained by these gendered institutional arrangements. We consider how they might be involved in changing established dynamics and seek to erode the sexist attitudes and behaviours prevalent in ad agencies. We consider the work of Les Lionnes, a collective of women working in French advertising agencies, who form a boundary organisation to address sexual harassment in the French industry. By conducting critical discourse of their 2019 poster campaign, together with a netnographic study of their social media sites and an interview with its founder, we identify how communicative resources are used to expose the sexist attitudes and behaviours embedded in discourse. Our findings show actors can use advertising to challenge the continued legitimacy of institutional logics. The success of this work may be further enhanced when it is aligned with a wider social discourse, such as #Metoo. We therefore conceptualise the advertising undertaken by Les Lionnes as institutional work which seeks to expose sexual harassment and abuse within the ad industry. We call this novel form of advertising #Metoovertising.

AB - In the wake of #Metoo, the ad industry is coming to terms with its own issues of sexual harassment. While the industry has publicly committed to address this, recent surveys indicate that the problem persists. We therefore explore the institutional work of actors who are constrained by these gendered institutional arrangements. We consider how they might be involved in changing established dynamics and seek to erode the sexist attitudes and behaviours prevalent in ad agencies. We consider the work of Les Lionnes, a collective of women working in French advertising agencies, who form a boundary organisation to address sexual harassment in the French industry. By conducting critical discourse of their 2019 poster campaign, together with a netnographic study of their social media sites and an interview with its founder, we identify how communicative resources are used to expose the sexist attitudes and behaviours embedded in discourse. Our findings show actors can use advertising to challenge the continued legitimacy of institutional logics. The success of this work may be further enhanced when it is aligned with a wider social discourse, such as #Metoo. We therefore conceptualise the advertising undertaken by Les Lionnes as institutional work which seeks to expose sexual harassment and abuse within the ad industry. We call this novel form of advertising #Metoovertising.

KW - gender

KW - advertising

KW - critical discourse analysis

KW - social networks

KW - #Metoo

KW - #Metoovertising

KW - embargoover12

M3 - Article

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

ER -

ID: 22688712