What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study

[EN] The aim of the research is to explore young audiences such as Generation Z’s and millennials’ opinions on traditional and modern masculinity in advertising. The researchers used the YouTube platform for opinion mining on several advertisements selected to find out what themes emerge from these...

Descripción completa

Detalles Bibliográficos
Autores: Kreicbergs, Toms, Ščeulovs, Deniss
Tipo de recurso: capítulo de libro
Fecha de publicación:2022
País:España
Institución:Universitat Politècnica de València (UPV)
Repositorio:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
Idioma:inglés
OAI Identifier:oai:riunet.upv.es:10251/189576
Acceso en línea:https://riunet.upv.es/handle/10251/189576
Access Level:acceso abierto
Palabra clave:Generation Z
Millennials
Advertising
Masculinity
Gender
id ES_3ac0f0db0f1cdb69c6cd3ab5c204e71b
oai_identifier_str oai:riunet.upv.es:10251/189576
network_acronym_str ES
network_name_str España
repository_id_str
spelling What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research StudyKreicbergs, TomsŠčeulovs, DenissGeneration ZMillennialsAdvertisingMasculinityGender[EN] The aim of the research is to explore young audiences such as Generation Z’s and millennials’ opinions on traditional and modern masculinity in advertising. The researchers used the YouTube platform for opinion mining on several advertisements selected to find out what themes emerge from these discourses. By using Nvivo 11 qualitative data analysis software researchers conducted qualitative content analysis, sentiment analysis, and discourse analysis. The results showed that masculinity in advertising gets a lot of Gen Zers’ and millennials’ attention while the product discourse does not get any noteworthy importance in the discussions about the advertisements. In addition, the research found that when commenting on the advertisements consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor’s advertisements. The study also concluded that that consumers are more emotionally expressive and opinionated when viewing modern masculinity advertisements than traditional.Editorial Universitat Politècnica de ValènciaRepositorio Institucional de la Universitat Politècnica de València Riunet20222022-09-20book parthttp://purl.org/coar/resource_type/c_3248VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/bookPartapplication/pdfhttps://riunet.upv.es/handle/10251/189576reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valénciainstname:Universitat Politècnica de València (UPV)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:riunet.upv.es:10251/1895762026-06-13T07:49:27Z
dc.title.none.fl_str_mv What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
title What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
spellingShingle What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
Kreicbergs, Toms
Generation Z
Millennials
Advertising
Masculinity
Gender
title_short What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
title_full What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
title_fullStr What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
title_full_unstemmed What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
title_sort What are Gen Z’s and Millennials’ opinions on Masculinity in Advertising: a Qualitative Research Study
dc.creator.none.fl_str_mv Kreicbergs, Toms
Ščeulovs, Deniss
author Kreicbergs, Toms
author_facet Kreicbergs, Toms
Ščeulovs, Deniss
author_role author
author2 Ščeulovs, Deniss
author2_role author
dc.contributor.none.fl_str_mv Repositorio Institucional de la Universitat Politècnica de València Riunet
dc.subject.none.fl_str_mv Generation Z
Millennials
Advertising
Masculinity
Gender
topic Generation Z
Millennials
Advertising
Masculinity
Gender
description [EN] The aim of the research is to explore young audiences such as Generation Z’s and millennials’ opinions on traditional and modern masculinity in advertising. The researchers used the YouTube platform for opinion mining on several advertisements selected to find out what themes emerge from these discourses. By using Nvivo 11 qualitative data analysis software researchers conducted qualitative content analysis, sentiment analysis, and discourse analysis. The results showed that masculinity in advertising gets a lot of Gen Zers’ and millennials’ attention while the product discourse does not get any noteworthy importance in the discussions about the advertisements. In addition, the research found that when commenting on the advertisements consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor’s advertisements. The study also concluded that that consumers are more emotionally expressive and opinionated when viewing modern masculinity advertisements than traditional.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022-09-20
dc.type.none.fl_str_mv book part
http://purl.org/coar/resource_type/c_3248
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/bookPart
format bookPart
dc.identifier.none.fl_str_mv https://riunet.upv.es/handle/10251/189576
url https://riunet.upv.es/handle/10251/189576
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento - No comercial - Sin obra derivada (by-nc-nd)
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Reconocimiento - No comercial - Sin obra derivada (by-nc-nd)
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Editorial Universitat Politècnica de València
publisher.none.fl_str_mv Editorial Universitat Politècnica de València
dc.source.none.fl_str_mv reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
instname:Universitat Politècnica de València (UPV)
instname_str Universitat Politècnica de València (UPV)
reponame_str RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
collection RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869406256107618304
score 15,301629

Similares en LA Referencia