Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Kroppsaktivism genom blicken

Pålsson, Johanna LU and Duvander, Hanna LU (2021) SKDK11 20211
Department of Strategic Communication
Abstract
This study aims to investigate how visual communication in today´s society can be used as as a strategic communicative tool. More specifically, the study aims to contribute with deeper knowledge of how young women's body activist still images from Instagram can be interpreted in relation to gaze theory, and whether their visual communication can contribute to counteracting the male gaze's portrayal of women and thus create a healthier female normative for visual communication. Based on the study's theoretical grounding, the empirical material has been realized through a semiotic picture analysis of ten body activist still images from Instagram. Based on an analytical framework with three key visual aspects, the material was analyzed to... (More)
This study aims to investigate how visual communication in today´s society can be used as as a strategic communicative tool. More specifically, the study aims to contribute with deeper knowledge of how young women's body activist still images from Instagram can be interpreted in relation to gaze theory, and whether their visual communication can contribute to counteracting the male gaze's portrayal of women and thus create a healthier female normative for visual communication. Based on the study's theoretical grounding, the empirical material has been realized through a semiotic picture analysis of ten body activist still images from Instagram. Based on an analytical framework with three key visual aspects, the material was analyzed to fulfil the study´s research questions. The results of the study indicates that the body-activists still images from Instagram can be interpreted in relation to the gaze theory. The study further insinuates the complexity of the interpretation of images as which components of the images that were studied, the visual culture, and the viewer's gender influenced the sense-making of the image. From a strategic communicative perspective, it is thus relevant to understand how this impacts the interpretation and the content of the visual communication. Furthermore, the analysis illustrates that it is difficult to counteract the male gaze as the material discussed in the study indicates that by combating the male gaze the pictures also illimunate and thus reproduce it. However, the analysis also shows that the female gaze could broaden the representation of the female normativity and thus create healthier communication strategies for communicators who want to work with strategic visual communication. (Less)
Abstract (Swedish)
Denna studie syftar till att undersöka hur den visuella kommunikationen i dagens samhälle kan användas som ett strategiskt kommunikativt verktyg. Mer specifikt ämnar undersökningen att bidra med djupare kunskap kring hur unga kvinnors kroppsaktivistiska stillbilder från Instagram kan tolkas i relation till blick-teori samt om dessa bilders visuella kommunikation kan bidra till att motarbeta den manliga blickens gestaltning av kvinnan och därmed skapa ett sundare kvinnligt normativ för visuell kommunikation. Med studiens vetenskapsteoretiska utgångspunkt som grund har undersökningen realiserats genom en semiotisk bildanalys av tio kroppsaktivistiska stillbilder från Instagram. Utifrån ett analytiskt ramverk med tre visuella nyckelaspekter... (More)
Denna studie syftar till att undersöka hur den visuella kommunikationen i dagens samhälle kan användas som ett strategiskt kommunikativt verktyg. Mer specifikt ämnar undersökningen att bidra med djupare kunskap kring hur unga kvinnors kroppsaktivistiska stillbilder från Instagram kan tolkas i relation till blick-teori samt om dessa bilders visuella kommunikation kan bidra till att motarbeta den manliga blickens gestaltning av kvinnan och därmed skapa ett sundare kvinnligt normativ för visuell kommunikation. Med studiens vetenskapsteoretiska utgångspunkt som grund har undersökningen realiserats genom en semiotisk bildanalys av tio kroppsaktivistiska stillbilder från Instagram. Utifrån ett analytiskt ramverk med tre visuella nyckelaspekter analyserades det strategiska urvalet i relation till undersökningens forskningsfrågor. Resultatet av studien indikerar att de kroppsaktivistiska stillbilderna från Instagram kan tolkas i relation till blick-teori. Studien påvisar vidare den visuella kommunikationens komplexitet till följd av att bildernas interpretation influeras av vilka komponenter av bilderna som studeras, den visuella kulturen och betraktarens könstillhörighet. Ur ett strategisk kommunikativt perspektiv är det därmed av relevans att förstå dess inverkan på såväl tolkningen som innehållet av den visuella kommunikationen. Vidare illustrerar analysen att det är svårt att motarbeta den manliga blicken eftersom materialet som diskuteras i arbetet bekräftar nyansen av den manliga blicken, både i mot och medhåll, vilket därmed också förstärker den. Dock visar analysen å andra sidan att den kvinnliga blicken skulle kunna bredda representationen av det kvinnliga normativet och således skapa sundare kommunikationsstrategier för kommunikatörer som vill arbeta med strategisk visuell kommunikation. (Less)
Please use this url to cite or link to this publication:
author
Pålsson, Johanna LU and Duvander, Hanna LU
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
Strategisk visuell kommunikation, visuell kultur, visuell kommunikation, strategisk kommunikation, könsnormer, den manliga blicken, den kvinnliga blicken, kroppsaktivism, aktivism på sociala medier
language
Swedish
id
9064382
date added to LUP
2021-09-03 13:31:07
date last changed
2021-09-03 13:31:07
@misc{9064382,
  abstract     = {{This study aims to investigate how visual communication in today´s society can be used as as a strategic communicative tool. More specifically, the study aims to contribute with deeper knowledge of how young women's body activist still images from Instagram can be interpreted in relation to gaze theory, and whether their visual communication can contribute to counteracting the male gaze's portrayal of women and thus create a healthier female normative for visual communication. Based on the study's theoretical grounding, the empirical material has been realized through a semiotic picture analysis of ten body activist still images from Instagram. Based on an analytical framework with three key visual aspects, the material was analyzed to fulfil the study´s research questions. The results of the study indicates that the body-activists still images from Instagram can be interpreted in relation to the gaze theory. The study further insinuates the complexity of the interpretation of images as which components of the images that were studied, the visual culture, and the viewer's gender influenced the sense-making of the image. From a strategic communicative perspective, it is thus relevant to understand how this impacts the interpretation and the content of the visual communication. Furthermore, the analysis illustrates that it is difficult to counteract the male gaze as the material discussed in the study indicates that by combating the male gaze the pictures also illimunate and thus reproduce it. However, the analysis also shows that the female gaze could broaden the representation of the female normativity and thus create healthier communication strategies for communicators who want to work with strategic visual communication.}},
  author       = {{Pålsson, Johanna and Duvander, Hanna}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Kroppsaktivism genom blicken}},
  year         = {{2021}},
}