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Pappapajas och tvångsamheten : en kritisk diskursanalys av reklamdisplayer i Vi föräldrar

Lind, Jenny LU (2012) GNVK01 20121
Department of Gender Studies
Abstract
Purpose/Aim: The purpose of this essay is to examine how the parenting magazine Vi föräldrar produces gender and parental roles through advertisement displays.
Material/Method: The material consists of advertisement displays from four issues in 2011. The method used for analysis is a critical discourse analysis adapted from the three level model by Norman Fairclough. The three levels are comprised of the text, the discourse practice and the sociocultural practice.
Main results: The advertisement displays present two areas: home and body. These areas construct needs through display expression. The needs are constructed by way of gendered gaze. The home area is constructed through a female gaze on the man and his function within the home... (More)
Purpose/Aim: The purpose of this essay is to examine how the parenting magazine Vi föräldrar produces gender and parental roles through advertisement displays.
Material/Method: The material consists of advertisement displays from four issues in 2011. The method used for analysis is a critical discourse analysis adapted from the three level model by Norman Fairclough. The three levels are comprised of the text, the discourse practice and the sociocultural practice.
Main results: The advertisement displays present two areas: home and body. These areas construct needs through display expression. The needs are constructed by way of gendered gaze. The home area is constructed through a female gaze on the man and his function within the home and the family. The body area is constructed through a male gaze on the woman and her function as a body and its requirements of ‘renovation’. These areas construct ‘compulsory twosomes’, in which the dichotomy of the heterosexual twosome is made visible through its various separated gender roles and needs. The ideals are presented through intersections and the subsequent practices are made clear by way of Fairclough’s concept of ideology through ‘common-sense’. (Less)
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author
Lind, Jenny LU
supervisor
organization
course
GNVK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
gender, display, critical discourse analysis, advertisement, parenting
language
English
id
2835654
date added to LUP
2012-06-26 10:54:43
date last changed
2012-06-26 10:54:43
@misc{2835654,
  abstract     = {Purpose/Aim: The purpose of this essay is to examine how the parenting magazine Vi föräldrar produces gender and parental roles through advertisement displays.
Material/Method: The material consists of advertisement displays from four issues in 2011. The method used for analysis is a critical discourse analysis adapted from the three level model by Norman Fairclough. The three levels are comprised of the text, the discourse practice and the sociocultural practice.
Main results: The advertisement displays present two areas: home and body. These areas construct needs through display expression. The needs are constructed by way of gendered gaze. The home area is constructed through a female gaze on the man and his function within the home and the family. The body area is constructed through a male gaze on the woman and her function as a body and its requirements of ‘renovation’. These areas construct ‘compulsory twosomes’, in which the dichotomy of the heterosexual twosome is made visible through its various separated gender roles and needs. The ideals are presented through intersections and the subsequent practices are made clear by way of Fairclough’s concept of ideology through ‘common-sense’.},
  author       = {Lind, Jenny},
  keyword      = {gender,display,critical discourse analysis,advertisement,parenting},
  language     = {eng},
  note         = {Student Paper},
  title        = {Pappapajas och tvångsamheten : en kritisk diskursanalys av reklamdisplayer i Vi föräldrar},
  year         = {2012},
}