To fight or not to fight for gender equality: the practices and challenges for gender presentation in Vietnamese advertising

Abstract

Gender representations in mainstream media could transform how people perceive gender inequality in society. While research into gender inequality in advertising has been long established, limited studies have investigated the issue from the advertising media practitioner’s perspective. This study explores external factors (organizational, clients, and customers) and internal factors (background, family, and gender stereotypes) in driving advertising media practitioners’ decisions to develop their advertising concepts. A series of in-depth interviews with 20 C-level advertising media practitioners were conducted in Vietnam based on the two themes: brand-cause fit, and person-cause fit. These fits result in different strategies that advertising media practitioners leverage to deal with gender issues, ranging from ignoring gender issues to challenging the current perspectives. Accordingly, we developed four typologies of advertising media practitioners in addressing gender stereotypes: Cavalier, Trend follower, Compromiser, and Activist. While some professionals perceive themselves as actors who work under business pressure and operate within broader cultural discourses, some look for every chance to adhere to gender equality messages in this progressive industry. Implications for brands and media agencies to deal with different types of advertising media practitioners are discussed.

Keywords:

• Gender equality
• advertising media
• practitioners
• typology

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Diem-Trang Vo

Diem-Trang Vo is an Associate Lecturer in the School of Communication and Design, RMIT University Vietnam. Prior to joining RMIT Vietnam, she had 5-year experience in marketing and communication industry. She received her Master’s degree in Communication (Digital Media) from Deakin University in Melbourne. Her main research interests focus on digital marketing, social media, and human-centered artificial intelligence. Her research has been published in the Australasian Journal of Information Systems and a range of global conferences (Service Frontier, EMAC, ANZMAC, PACIS).

Long TV Nguyen

Long Thang Van Nguyen is a Senior Lecturer at the School Communication and Design at RMIT University, Vietnam. His research interests are sustainability, health communication, work-integrated learning, and collective empowerment in cyberspace. His research has been published in the Health Communication, Journal of Hospitality and Tourism Management, Journal of Strategic Marketing, Australasian Marketing Journal, and a range of global conferences (AMA, Service Frontier, EMAC, ANZMAC). Prior to joining academia, Long spent a decade working in sales and marketing and held a range of senior management roles in several hospitality organisations including the Ascott Limited in Singapore and Saigontourist in Vietnam.

Thanh Tran

Thanh Tran is an Associate Lecturer in the School of Communication and Design in RMIT University, Vietnam. Prior to joining RMIT in 2015, Thanh Tran had 10-year experience in client servicing and strategic planning in global communication agencies, including Young and Rubicam, JWT and Cheil. Cooperative education in the communication industry is also her research interest, together with internal communication and social media engagement. Her research has been published in the Journal of Higher Education Research and Development, Journal of Hospitality and Tourism Management and some global conferences (ANZMAC, ANZAM).

Rajkishore Nayak

Rajkishore Nayak is an Associate Professor with the School of Communication and Design (SCD) at RMIT Vietnam. His current research areas focus on, but not limited to sustainability in fashion and textile in addition to advanced materials. Prior to joining at RMIT Vietnam Dr. Nayak has worked in contemporary fashion (design and management), human ecology, product development, sustainable dyeing technologies and functional materials in India and Australia. He is working in collaboration with some universities in Africa, Europe, and Asia. He has more than 150 journal publications, 13 books, 30 book chapters and 25 conference publications. He has received the RMIT excellence in Learning and Teaching 2019 Award, the RMIT Research Excellence Award 2015, and RMIT Excellence in Research and Teaching 2012.