Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Försvarsmakten – The force for everyone

Holmberg, Jacob LU and Balsom, Alexander (2022) SKDK11 20221
Department of Strategic Communication
Abstract (Swedish)
This thesis aims to investigate and analyse Försvarsmakten's use of semiotic resources in their recruiting campaigns through a semiotic multimodal analysis. Försvarsmakten has been dominated by men for many years and now, in an attempt to change that, Försvarsmakten is targeting women to join the force. Advertising has in general been embossed with gender stereotypes for the last decennials but political and societal pressures have made organisations rethink how they portray men and women in advertising. By analysing five of Försvarsmakten's recruiting campaigns we got a deeper understanding of gender representations in advertising. Results suggest that Försvarsmakten is doing their best to break stereotypes about gender, but some... (More)
This thesis aims to investigate and analyse Försvarsmakten's use of semiotic resources in their recruiting campaigns through a semiotic multimodal analysis. Försvarsmakten has been dominated by men for many years and now, in an attempt to change that, Försvarsmakten is targeting women to join the force. Advertising has in general been embossed with gender stereotypes for the last decennials but political and societal pressures have made organisations rethink how they portray men and women in advertising. By analysing five of Försvarsmakten's recruiting campaigns we got a deeper understanding of gender representations in advertising. Results suggest that Försvarsmakten is doing their best to break stereotypes about gender, but some stereotypes seem so deeply imprinted in society that we can find them anywhere if we look for them. Moreover, the result showed some contradictions
in Försvarsmakten's recruiting campaigns. (Less)
Please use this url to cite or link to this publication:
author
Holmberg, Jacob LU and Balsom, Alexander
supervisor
organization
course
SKDK11 20221
year
type
M2 - Bachelor Degree
subject
language
English
id
9083282
date added to LUP
2022-06-08 09:11:31
date last changed
2022-06-08 09:11:31
@misc{9083282,
  abstract     = {{This thesis aims to investigate and analyse Försvarsmakten's use of semiotic resources in their recruiting campaigns through a semiotic multimodal analysis. Försvarsmakten has been dominated by men for many years and now, in an attempt to change that, Försvarsmakten is targeting women to join the force. Advertising has in general been embossed with gender stereotypes for the last decennials but political and societal pressures have made organisations rethink how they portray men and women in advertising. By analysing five of Försvarsmakten's recruiting campaigns we got a deeper understanding of gender representations in advertising. Results suggest that Försvarsmakten is doing their best to break stereotypes about gender, but some stereotypes seem so deeply imprinted in society that we can find them anywhere if we look for them. Moreover, the result showed some contradictions
in Försvarsmakten's recruiting campaigns.}},
  author       = {{Holmberg, Jacob and Balsom, Alexander}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Försvarsmakten – The force for everyone}},
  year         = {{2022}},
}