Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Defending Discourse: A poststructural feminist analysis of the 2011 to 2013 marketing campaigns of the Swedish Armed Forces

Lindselius, Hedda LU (2014) STVK02 20132
Department 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:
author
Lindselius, Hedda LU
supervisor
organization
course
STVK02 20132
year
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}},
}