The growing popularity of women's sports has helped steer fitness companies such as Nike to carefully craft advertising messages aimed at women. The current study assessed Nike's marketing campaign in Glamour, a popular consumer magazine aimed at women aged 18-34, using a rhetorical analysis known as the critical feminist approach. This approach was utilized as a means of discovering how the construction of gender was created in this Nike advertising campaign, how this construction represents a dominating ideology of patriarchy, and how this oppressiveness can be recast into a picture that is more positive toward women. A total of five Nike advertisements were discovered by the investigators in the 1999 issues of Glamour, and each was analyzed according to image and content. Results indicate that although this advertising campaign appears to represent positive images of women connected to their experiences, patriarchal values still exist within this campaign. Narrative storytelling offers a further explanation for understanding these advertisements in that Nike uses the strategic narrative of epic genre to appeal to women and to enhance the image of Nike as being supportive toward women.

The growing popularity of women's sports has helped steer fitness companies such as Nike to carefully craft advertising messages aimed at women. The current study assessed Nike's marketing campaign in Glamour, a popular consumer magazine aimed at women aged 18-34, using a rhetorical analysis known as the critical feminist approach. This approach was utilized as a means of discovering how the construction of gender was created in this Nike advertising campaign, how this construction represents a dominating ideology of patriarchy, and how this oppressiveness can be recast into a picture that is more positive toward women. A total of five Nike advertisements were discovered by the investigators in the 1999 issues of Glamour, and each was analyzed according to image and content. Results indicate that although this advertising campaign appears to represent positive images of women connected to their experiences, patriarchal values still exist within this campaign. Narrative storytelling offers a further explanation for understanding these advertisements in that Nike uses the strategic narrative of epic genre to appeal to women and to enhance the image of Nike as being supportive toward women.

Mills and Ryan focus on Catholic women's religious orders and relate the legacy of their evolution, and the external forces which shaped them, to the present crises being experienced in such organizations. The authors draw conclusions not only for women inside Catholic religious orders, but for the understanding of management and organizing in general, among other things.

The following are antenarratives related by female U.S. Coast Guard cadets (now officers in the Coast Guard) as part of a gender and leadership directed study taught by Dr. Matthew Eriksen. Also, there are antenarratives by Captain Robert Ayer and Dr. Matthew Eriksen concerning their response to The Conference on Women at the Academy in which the female cadets participated. As well as education, the purpose of the directed study was to fundamentally change the participants: their self-understanding, gender discourse and gender performance. In addition, the directed study was conceived as a medium through which to change the U.S. Coast Guard Academy's and Coast Guard's gender performance and ideology to improve the day-to-day experience of female cadets and officers. The approach taken in the directed study is outlined in the article “Conceptualizing and Engaging in Organizational Change as an Embodied Experience within a Practical Reflexivity Community of Practice: Gender Performance at the U.S. Coast Guard Academy” (Eriksen, Van Echo, Harmel Kane, Curran, Gustafson & Shults, 2007) in Tamara: 4(1).

In this article, we outline our organizational change initiative, our “small experiment,” and our attempt to understand how organizational change is actually accomplished. It is our desire to first change our selves and how we perform gender and through this local initiative, to eventually change how our organization as a whole performs gender. In our effort to accomplish this goal, we began by attempting to understand the issue, our experience, and the performance of gender within our organization. Based upon these understandings and because of this understanding, we will identify initiatives that change our organization's performance of gender. Finally, in an attempt to understand the microprocesses of change, of how organizational change is accomplished - “its dynamic, unfolding, emergent qualities (in short its potential) (Tsoukas & Chia, 2002, 568),” we will document and attempt to understand our experience of change from within.

This paper provides an extensive review and categorization of the work-family conflict literature, followed by a discussion of paradigmatic assumptions found within that literature and critical recommendations. The article describes the five most widely utilized theories in the work-family conflict literature: conflict theory, spillover theory, gender role theories, identity theory, and role theory. It concludes by recommending that future research focus on becoming more complex by moving from simple to complex explanations focusing less on hierarchy definitions and more on interactions, less on accounting for singular causality and more on multiple (sometime indeterminate) causalities, use less determinant and more indeterminate language, and adopt a morphogenic view of change.

Boje feminism is an alternative to Foucault feminism. One difference is Foucault feminism is discursability formation, whereas Boje feminism is storyability formation of the body, its discipline, and the power/knowledge relationship. A second difference is where as Foucault Feminism is about micropolitics of power/knowledge, Boje Feminism is far wider focus on macropolitics, even global sociopolitics of late modern capitalism. This parallel storytelling develops the differentiation between collective memory groups (gender, race, socioeconomic, class, etc) construct out of direct experience, and what Hirsch (1999) calls 'postmemory,' such as the trauma children of survivors of Holocaust live with. My feminism enters into investigation of trauma events women endure in sweatshops is possible for me, because of its resonance with my own trauma as a soldier in the Vietnam War. I explore here why this is so for me. This article is presented in left and right column, my column and her columns. After a bit of standard introduction. the columns are meant to intervibrate, to resonate, to interpenetrate, one another, as two voices, as many voices within me and her

In recent years, feminist scholars have made substantial inroads toward a better understanding of the intricacies and complexities of organizing. Through the metatheoretical lens of a “feminist communicology of organization,” gender is seen as a dynamic principle of organizing, and organizations are seen as fundamentally gendered. By looking at both the macro- and micro-level activities of gendered organizing, we obtain a much richer, organic understanding of the processes inherent in creating and sustaining organizations. Such an approach helps us to understand one of the newest forms of organization-the virtual one-that exists both discursively and materially only in the virtual world. To better understand how organizing is accomplished in the virtual world, we have chosen to focus on the postings to a “renegade” web site called “Teamster.net.” This site was established by and for members of the International Brotherhood of Teamsters but is not sanctioned by The Teamsters. Through content analysis, we studied the ongoing discussions concerning if, and how, this site should be moderated, and by whom. We found that these chat room dialogues exhibit the key characteristics of multiple discourses occurring simultaneously. Contributors are both social actors and the objects of multiple discourses that seek to normalize and control these actors, often occurring in disjunctive and contradictory ways. While contributors acknowledge the need for both social equality and respect, their mechanisms for dealing with these contradictions are most often unconscious; in psychoanalytic terms, compromise formations. Thus we offer this deeper understanding of virtual organizations through the metatheoretical lens of feminist communicology and the theoretical lens of compromise formations.

This paper is about estrangement, about exile: about waiting to be called into existence. Waiting. In transit. Homesick. Lost. The paper offers an attempt to examine the position of women as foreigners, as strangers in a male world. Despite the criticisms of Kristeva's work for its lack of attention to class, gender and race, her ideas have currency for the examination of these areas. Other criticisms have mentioned the extent to which she deals with her own subjectivity in her writing. However, this seems to be a very unreasonable criticism. It is precisely Kristeva's own experiences which makes her supremely capable of this particular analysis and, for me, it works to open up not only a gendered space but also a class wound.

This paper is about estrangement, about exile: about waiting to be called into existence. Waiting. In transit. Homesick. Lost. The paper offers an attempt to examine the position of women as foreigners, as strangers in a male world. Despite the criticisms of Kristeva's work for its lack of attention to class, gender and race, her ideas have currency for the examination of these areas. Other criticisms have mentioned the extent to which she deals with her own subjectivity in her writing. However, this seems to be a very unreasonable criticism. It is precisely Kristeva's own experiences which makes her supremely capable of this particular analysis and, for me, it works to open up not only a gendered space but also a class wound.

This article emerged from a personal need to reconcile the duality of my experience as a person working to raise awareness of equity issues, with that of being a female academic of mixed ethnicity. I discuss the formation of my subject as a developing sociologist, my attraction to the pre-reflexive identities of class, gender and ethnicity, and my struggle with the ambiguous nature of cultural cohesion. I move on to discuss how through conscious ways of knowing it is possible to reflexively act in ways that support substantive change. I argue outsiders-within, i.e. people like myself who grapple with such dual experiences, need not become “hot commodities in social institutions that want the illusion of difference without the difficult effort needed to change power relations” (Collins, 1999:88). Rather, I believe outsiders-within can knowingly achieve small but important substantive changes that lead to future systemic change.

A recent debate in identity studies is about gender of health care professions arguing that the feminization of health care professions will diminish diversity as well as status in the field. The paper argues that even in health care professions of many females, such as within public rehabilitation, there is still diversity in the creation of professional identity. This paper argues that the fundamental part the identity of rehabilitation professionals is not formed by educational values, gender and knowledge, but is created in the everyday work with patients and other professionals. Drawing on narrative interviews with rehabilitation professionals, the paper illustrates how rehabilitation professionals construct their identities and what kind of identity work is emerging. The findings illustrate hybrid identities and tensions in the attempts of becoming identities in the interaction with patients and colleagues.

What does consulting and teaching look like from the sociopolitical spaces of privilege, ambivalence and oppression? Giving voice to visible social identities is explored through narrative exploration of teacher and student voices. Who can raise these issues and who cannot? Pedagogically, how can and should we as trainers address these issues? We discuss consulting and teaching about privilege and oppression across race, ethnicity and gender in psychology programs at urban universities in eastern and western United States. The three issues explored include: a) teaching about privilege and oppression from a visibly privileged social identity; b) acknowledging the ambiguities of privilege and oppression of minorities and immigrants from a sociopolitical space of ambivalence; and c) mentoring and modeling on issues of privilege and oppression from a visibly oppressed social identity. Consulting from this postmodernist perspective is different and more effective when members of all level of the organizations embrace readiness, patience and commitment toward organizational change. This approach is more aligned with the current shifts towards globalization and diversification occurring within organizations today.

In this paper we discuss the meaning of newness in research in the times when new paradigms of science are emerging and the sciences have become more and more fragmentary. In the positivistic and monolithic era of social science, before Kuhn and year 1966, methodologies and methods interpreting newness were simpler. In this paper it is argued the newness is more and more in the text itself, and that the dynamics of texts comes from interrelations between the subject of the text (the researcher self) and the object of it (the research audience). Scientific knowledge becomes new when it is substantiated and connected to the prior one.

Writing the research reports is political by nature but so is also its reading. While citation index makes researchers powerful, in gaining decisions whom to refer the colleagues make political choices that are bound to some political contexts they live and career. Building a theoretical frame is not a pure and objectivistic thing but many ways a path of choices that build the research field. Behind is a lot of social capital of the academia and at the same time the text shows and even builds it. Again, it is less and less the empirical facts itself that contributes to newness, but the ways to conceptualize and contextualize empirically based knowledge.

In the times when subjectivity is grown into science and pure empirical data does not work in the same way it used to be, becoming a researcher with the right to access science text publishing is not only professional but more and more narrative by nature. The credibility and trust is of a lot of worth at the society of today, not least in academia. Personality, biography and social context of a researcher are perhaps becoming more important than it used to be and that makes the issue that the impact of the researcher on has grown. Gatekeepers of science and administrational processes that they guide form criteria according to which researchers are selected and promoted further. That way individual background issues like gender and ethnicity may either grow or diminish the credibility of the individual researcher and have a lot of impact on the fact on who passes the gate of becoming a knowledge holder in the future.

In the paper we also argue that subjectivity is more and more compensated by inter-subjectivity in writing because of joint texts. In gate-keeping about who enters the knowledge holder-limit this states as well.

Discrimination in the work place based on gender has been the subject of various studies; however, these studied have not discussed the possibility of the existence of superimposed psychographic characteristics, which could weaken or strengthen this practice of discrimination. The research presented here, enlightened by the ontological premise of post-modern criticism, seeks to verify whether the discrimination of the female gender in the work place is an isolated social phenomenon or if it is intertwined with other types of discrimination. To this end, a field study took place from March, 2006 to July, 2008, in public and private companies. Thirty-three women and thirty-seven men of various ages, ethnic backgrounds and sexual orientations were interviewed. The reports were transcribed and underwent discourse analysis. The field study revealed that: (a) women are, in fact, submitted to discriminatory practices in the work place, such practices which are not rarely hidden under a mask of humor and informality; (b) in spite of their macho attitudes and comments, the men who commit them don’t perceive them as such; (c) Brazilian national culture prevails over organizational cultures; (d) gender cannot be treated as a fixed category since questions of esthetics, ethnic backgrounds, social class and sexual orientation accentuate the discrimination, and, finally; (e) contrary to what happens with blacks, ugly people, and homosexuals, towards whom discrimination is lighter when they occupy a more favorable social position or hierarchy, the same does not happen with women.

This paper suggests that the framing of gender production in workplaces is a negotiation with varying results. The basis for this frame is a combination of the notions of "positioning" (the discoursive production of selves, as suggested by Davies and Harré, 1990), "doing gender" (gender as an accomplishment, an achieved property of situated conduct: West and Zimmerman, 1987), "negotiation of identities" (which takes place when positioning is contested: Pavlenko and Blackledge, 2004) and "coercive gendering" (ascribing gender to people through discriminatory action: Czarniawska, 2006). A distinction is made between a self-positioning and an attributive positioning; the focus is on their interplay. Using examples from the field, the paper then reviews varying outcomes of such negotiations in workplaces. Although the examples concern gender, the same frame can be successively applied to various instances of intersectionality.