Russell Luyt

A Framework for Mixing Methods in Quantitative Measurement Development, Validation, and Revision: A Case Study.

A framework for quantitative measurement development, validation, and revision that incorporates both qualitative and quantitative methods is introduced. It extends and adapts Adcock and Collier’s work, and thus, facilitates understanding of quantitative measurement development, validation, and revision as an integrated and cyclical set of procedures best achieved through mixed methods research. It also offers a systematic guide concerning how these procedures may be undertaken through detailing key “stages,” “levels,” and practical “tasks.” A case study illustrates how qualitative and quantitative methods may be mixed through the use of the proposed framework in the cross-cultural content- and construct-related validation and subsequent revision of a quantitative measure. The contribution of this article to mixed methods research literature is briefly discussed.

Representation of masculinities and race in South African television advertising: a content analysis

This paper examines how masculinities and race are co-constructed in South African television advertising. A sample of 5803 advertisements was collected that included 876 primary visual male actors. These were coded and analysed by means of traditional content analysis. A coding scheme was developed which was partly based on existing research. Coding categories included advertisement setting and products; race, social class, age and portrayal of primary visual actor; as well as sexuality, toughness, independence, status, responsibility and homophobia norms of traditional masculinity as related to the primary visual male actor. Hypotheses predicted that men would be represented significantly differently in television advertisements depending upon their race. These differences in representation reflect an intersection between traditional gender and race relations in South Africa that are marked by longstanding inequalities. The findings largely supported these hypotheses. White men are represented as exemplars of hegemonic masculinity whilst black men are marginalised. It is argued that these representations serve to maintain hierarchical social relations between men in South Africa. This study provides a foundation upon which further work may be undertaken. Avenues for future research are outlined.

Beyond traditional understanding of gender measurement: the gender (re)presentation approach

This paper considers different approaches to measuring gender. It critically reviews gender role theorising and describes how this has informed two approaches to measuring gender as an individual phenomenon: gender orientation (the assessment of individual traits) and gender ideology (assessing individual endorsement, and internalisation, of social norms). It is argued here that social constructionist perspectives offer a viable alternative to gender role theory and that these inform an alternative approach to measuring gender as a social phenomenon: gender (re)presentation. This approach assesses group level endorsement of dominant gender representations. Endorsement is not seen to reflect individual traits or internalised social norms. Rather, it is understood as a social practice, made meaningful through shared understanding of dominant gender representation. This approach is introduced through a critique of the traditional concept of attitudes and a reformulation thereof. The practical measurement implications and benefit of this reformulation are outlined.

Diversity in gender and visual representation: An introduction

This Special Issue builds upon key arguments that emerged during the course of an interdisciplinary conference that was hosted by the Centre for Gender Studies (University of Winchester, UK) in September 2012. The conference, themed ‘Gender and Visual Representation’, aimed to encourage and develop understanding concerning the social category of gender, the concept of visual representation and their relationship. In doing so, it hoped not only to bring people together with an interest in this field, but also to stimulate discussion within and between disciplines, research paradigms and methods. An added emphasis on ‘real world’ issues sought to inspire and contribute towards broader feminist activism.

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Abstract Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed.

Masculinities Representations Inventory (MRI, English Version): A Measure of Gender (Re)Presentation:

This article introduces the Masculinities Representations Inventory (MRI), English version, as a multidimensional measure of gender (re)presentation. It provides structural, convergent, and divergent validity, as well as reliability evidence, in support of its use among English speakers in South Africa. Principal components analysis with a male student sample (n = 319) confirms the measure’s construct multidimensionality. Three factors inform a 29-item total- and subscale measure, including dominant Representations of Othering (Anti-Effeminacy and Homo-Negativity), Responsibility (Dependability and Success), and Control (Dominance and Toughness). Evidence of convergent validity is seen in predicted patterns of correlation between MRI scale scores and those of the Male Role Norms Inventory as well as Gender Role Conflict Scales. Evidence of divergent validity is apparent in nonsignificant correlations, in all but one case (Masculinity), with the Personal Attributes Questionnaire scale scores.

Political Masculinities, Crisis Tendencies, and Social Transition: Toward an Understanding of Change

This introduction to the special issue on “Political Masculinities and Social Transition” rethinks the notion of “crisis in masculinity” and points to its weaknesses, such as cyclical patterns and chronicity. Rather than viewing key moments in history as points of rupture, we understand social change as encompassing ongoing transitions marked by a “fluid nature” (Montecinos 2017, 2). In line with this, the contributions examine how political masculinities are implicated within a wide range of social transitions, such as nation building after war, the founding of a new political party in response to an economic crisis, an “authoritarian relapse” in a democracy, attempts at changing society through terrorism, rapid industrialization as well as peace building in conflict areas. Building on Starck and Sauer’s definition of “political masculinities” we suggest applying the concept to instances in which power is explicitly either being (re)produced or challenged. We distinguish between political masculinities that are more readily identified as such (e.g., professional politicians) and less readily identified political masculinities (e.g., citizens), emphasizing how these interact with each other. We ask whether there is a discernible trajectory in the characteristics of political masculinities brought about by social transition that can be confirmed across cultures. The contributors’ findings indicate that these political masculinities can contribute to different kinds of change that either maintain the status quo, are progressive, retrogressive, or a mixture of these. Revolutionary transitions, it seems, often promote the adherence to traditional forms of political masculinity, whereas more reformatory transition leaves discursive spaces for argument.