Gái tính lắm
đàn ông suốt ngày post mạng bị coi là không nam tính...
For better or worse, much of life is categorized along gendered lines: Clothing stores have sections for men and women, certain foods are considered more manly or more feminine, and even drinks can take on a gendered sheen (“manmosa,” anyone?).
Our newly published research finds that even social media (mạng xã hội) is a canvas for rigid gender stereotyping.
Specifically, we show that men who post often on social media are seen as feminine, a phenomenon we refer to as the “frequent-posting femininity stereotype (khuôn mẫu nữ tính).” We observed this bias in four experiments featuring over 1,300 respondents from the U.S. and U.K.
To post is to be seen as unmanly (không nam tính)
As consumer behavior researchers, we have long been interested in the contradictions, peculiarities and restrictions associated with masculinity.
These dynamics have far-reaching implications in the world of marketing. It is widely known, for example, that Coke Zero was created as an alternative to Diet Coke, a product that men notoriously shied away from for its perceived ties (mối quan hệ nhận thức) to women who wanted to lose weight. There’s even a tendency (xu hướng) for people to think it is unmanly to sleep more, because needing rest is connected to being weak and vulnerable.
We thought about how some of these notions (quan niệm) might come into play on social media. Polling data suggests that men and women use social media platforms (nền tảng) in very different ways: For example, men tend to be on fewer platforms overall and don’t post as often as women on apps like Instagram...