Defending Discourse: A poststructural feminist analysis of the 2011 to 2013 marketing campaigns of the Swedish Armed Forces
(2014) STVK02 20132Department of Political Science
Human Rights Studies
- Abstract
- The field of visual analysis has become increasingly relevant to political science. The political nature of marketing campaigns and advertisements with a governmental body as sender makes for a relevant research ground. Based in poststructuralist theory, this thesis analyses the gender discourse in the 2011 to 2013 marketing campaigns for basic military training. The Swedish Armed Forces act as sender using a medium that has the dual effect of both attracting potential recruits and reflecting a self-image to a general public. The poststructural perspective is combined with feminism, creating a discursive method grounded in theory. The marketing campaigns have been analyzed using the gendered dichotomy of Self and Other. The dichotomy act... (More)
- The field of visual analysis has become increasingly relevant to political science. The political nature of marketing campaigns and advertisements with a governmental body as sender makes for a relevant research ground. Based in poststructuralist theory, this thesis analyses the gender discourse in the 2011 to 2013 marketing campaigns for basic military training. The Swedish Armed Forces act as sender using a medium that has the dual effect of both attracting potential recruits and reflecting a self-image to a general public. The poststructural perspective is combined with feminism, creating a discursive method grounded in theory. The marketing campaigns have been analyzed using the gendered dichotomy of Self and Other. The dichotomy act as a base for deconstruction of visual expression and other texts. This analysis show how the visual representations in the marketing campaign features gendered spaces, situations and practices. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4228888
- author
- Lindselius, Hedda LU
- supervisor
- organization
- course
- STVK02 20132
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- the Swedish Armed Forces, discourse analysis, poststructuralism, feminism, gender, advertisement
- language
- English
- id
- 4228888
- date added to LUP
- 2014-02-04 18:45:21
- date last changed
- 2014-09-04 08:27:44
@misc{4228888, abstract = {{The field of visual analysis has become increasingly relevant to political science. The political nature of marketing campaigns and advertisements with a governmental body as sender makes for a relevant research ground. Based in poststructuralist theory, this thesis analyses the gender discourse in the 2011 to 2013 marketing campaigns for basic military training. The Swedish Armed Forces act as sender using a medium that has the dual effect of both attracting potential recruits and reflecting a self-image to a general public. The poststructural perspective is combined with feminism, creating a discursive method grounded in theory. The marketing campaigns have been analyzed using the gendered dichotomy of Self and Other. The dichotomy act as a base for deconstruction of visual expression and other texts. This analysis show how the visual representations in the marketing campaign features gendered spaces, situations and practices.}}, author = {{Lindselius, Hedda}}, language = {{eng}}, note = {{Student Paper}}, title = {{Defending Discourse: A poststructural feminist analysis of the 2011 to 2013 marketing campaigns of the Swedish Armed Forces}}, year = {{2014}}, }