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Kvinnlig bröllopsyra och manliga drifter - En kvalitativ innehållsanalys av de två modemagasinen ELLE och King

Eklund, Nicole LU (2012) SOPA63 20121
School of Social Work
Abstract
Abstract
Author: Nicole Eklund
Title:”Female wedding-frenzy and male urges - A qualitative content analysis of the two fashion magazine’s ELLE and King” [Translated title]
Assessor: Elisabeth Martinell Barfoed
Supervisor: Staffan Blomberg
The main purpose behind this paper was to study two fashion magazines, King and ELLE, and how they describe and portrait men, women, femininities, masculinities and gender. King is a fashion magazine for men, while ELLE’s target group is women. By using the gender theories of Yvonne Hirdman, I conducted a qualitative content analysis totaling 12 issues of the magazines. In my analysis, I found that the magazines convey a stereotype and hegemonic message of men and women. ELLE describes women as... (More)
Abstract
Author: Nicole Eklund
Title:”Female wedding-frenzy and male urges - A qualitative content analysis of the two fashion magazine’s ELLE and King” [Translated title]
Assessor: Elisabeth Martinell Barfoed
Supervisor: Staffan Blomberg
The main purpose behind this paper was to study two fashion magazines, King and ELLE, and how they describe and portrait men, women, femininities, masculinities and gender. King is a fashion magazine for men, while ELLE’s target group is women. By using the gender theories of Yvonne Hirdman, I conducted a qualitative content analysis totaling 12 issues of the magazines. In my analysis, I found that the magazines convey a stereotype and hegemonic message of men and women. ELLE describes women as care-givers and love-seeking, while King mostly portraits women as objects or “accessories.” The main goal for women is to find “the right guy”, according to ELLE. To do so, they have to look beautiful and interesting. “The right guy” is the template that all other men are compared to. King, on the other hand, maintains an image of a real man, who is well-dressed, career-oriented, has a lot of money and “knows it all”. I found that ELLE and King mainly share the same view of men, and that both men and women can improve their status through a stereotypic, heterosexual relationship.
Keywords: Femininities, masculinities, media, magazines, gender, stereotypes (Less)
Please use this url to cite or link to this publication:
author
Eklund, Nicole LU
supervisor
organization
course
SOPA63 20121
year
type
M2 - Bachelor Degree
subject
keywords
masculinities, media, magazines, gender, stereotypes, Femininities
language
Swedish
id
2743594
date added to LUP
2012-06-08 14:23:07
date last changed
2012-06-08 14:23:07
@misc{2743594,
  abstract     = {Abstract
Author: Nicole Eklund
Title:”Female wedding-frenzy and male urges - A qualitative content analysis of the two fashion magazine’s ELLE and King” [Translated title] 
Assessor: Elisabeth Martinell Barfoed
Supervisor: Staffan Blomberg
The main purpose behind this paper was to study two fashion magazines, King and ELLE, and how they describe and portrait men, women, femininities, masculinities and gender. King is a fashion magazine for men, while ELLE’s target group is women. By using the gender theories of Yvonne Hirdman, I conducted a qualitative content analysis totaling 12 issues of the magazines. In my analysis, I found that the magazines convey a stereotype and hegemonic message of men and women. ELLE describes women as care-givers and love-seeking, while King mostly portraits women as objects or “accessories.” The main goal for women is to find “the right guy”, according to ELLE. To do so, they have to look beautiful and interesting. “The right guy” is the template that all other men are compared to. King, on the other hand, maintains an image of a real man, who is well-dressed, career-oriented, has a lot of money and “knows it all”. I found that ELLE and King mainly share the same view of men, and that both men and women can improve their status through a stereotypic, heterosexual relationship. 
Keywords: Femininities, masculinities, media, magazines, gender, stereotypes},
  author       = {Eklund, Nicole},
  keyword      = {masculinities,media,magazines,gender,stereotypes,Femininities},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kvinnlig bröllopsyra och manliga drifter - En kvalitativ innehållsanalys av de två modemagasinen ELLE och King},
  year         = {2012},
}