ABSTRACT

In the wake of #MeToo, the ad industry is coming to terms with its own issues of sexual harassment. We therefore explore the institutional work of actors who are constrained by these gendered institutional arrangements and consider how they might be involved in changing the sexist attitudes and behaviours prevalent in ad agencies. We consider the work of Les Lionnes, a collective of women working in French advertising agencies, who form a boundary organisation to address sexual harassment in the French advertising industry. By conducting critical discourse of their 2019 poster campaign, together with a netnographic study of their social media sites and an interview with its founder, we identify how advertising is used to expose the sexist attitudes and behaviours embedded in discourse and challenge the continued legitimacy of institutional logics. The success of this work may be further enhanced when it is aligned with a wider social discourse, such as #MeToo. We therefore conceptualise the advertising undertaken by Les Lionnes as institutional work which seeks to expose sexual harassment and abuse within the ad industry. We call this novel form of advertising #Metoovertising.

摘要

在#MeToo之后，广告行业开始面对自己的性骚扰问题。因此，我们探讨了受这些性别制度安排约束的行为者的制度工作，并考虑了他们如何参与改变广告代理机构中普遍存在的性别歧视态度和行为。我们考虑Les Lionnes的工作，Les Lionnes是在法国广告代理商中工作的一群妇女，她们组成一个边界组织来解决法国广告行业中的性骚扰。通过对其2019年海报运动进行批判性话语，并对其社交媒体网站进行网络志研究并接受其创始人的采访，我们确定如何利用广告来揭示话语中嵌入的性别歧视态度和行为，并挑战制度的持续合法性逻辑。当它与诸如#MeToo之类的更广泛的社会讨论相结合时，这项工作的成功可能会得到进一步增强。因此，我们将Les Lionnes承担的广告概念化为机构工作，力图揭露广告行业内的性骚扰和性虐待。我们称这种新颖的广告形式为#Metoovertising。