Antifeminist Ideologies in Romanian Popular Culture. Advertising, Power Discourses and Traditional Roles

The present paper concludes a multidisciplinary research on the appearance and popularization of traditional gender ideologies by means of specific public power discourses. While, on declarative levels, the Romanian establishment favors political correctness, freedom of choice and self-identity, there are subtle messages within power discourses that state the opposite and encourage the perpetuation of traditional gender roles, the stigmatization of those who do not observe them, as well as dangerous gender segregation. The research takes into account three levels of ideology-dissemination in Romania after the year 2000: product publicity, public speech of prominent representatives of Romanian politics and public messages of the cultural elite.

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