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.