Mer än produkter - En diskursanalytisk studie av friande och fällande uttalanden från Reklamombudsmannen
(2014) SOPA63 20141School of Social Work
- Abstract
- More than Products : A discourse analytical study of the vindicating and convicting dictums from the Swedish Advertising Ombudsman
In society today we are exposed to more advertising than ever before. In Sweden the design of advertisements are regulated in part by laws and in part by a self-regulating system called the Swedish Advertising Ombudsman. Amongst other things, the Swedish Advertising Ombudsman handles advertisements that have been reported discriminating on the basis of gender. Studies show that exposure to advertisements that portray women as objects or in sexualized ways can contribute to an acceptance of violence against women and van reduce self-image amongst women. The following study aims to examin the Swedish... (More) - More than Products : A discourse analytical study of the vindicating and convicting dictums from the Swedish Advertising Ombudsman
In society today we are exposed to more advertising than ever before. In Sweden the design of advertisements are regulated in part by laws and in part by a self-regulating system called the Swedish Advertising Ombudsman. Amongst other things, the Swedish Advertising Ombudsman handles advertisements that have been reported discriminating on the basis of gender. Studies show that exposure to advertisements that portray women as objects or in sexualized ways can contribute to an acceptance of violence against women and van reduce self-image amongst women. The following study aims to examin the Swedish Advertising Ombudsman‘s vindicating and convicting dictums and what values these dictums convey about women. We have studied 30 dictums and made a discourse analysis with the theoretical framework of intersectionality and gender. Our findings show six different discourses that explains how the Swedish Advertising Ombudsman justifies their vindicating and convicting dictums. We found that women are being portrayed as lesser human beings. They are often reduced to sex objects and dehumanized. Even though the Swedish Advertising Ombudsman has taken on the mission to condemn advertisements that are degrading towards women, this study show that discriminative and offensive values are present and reproduced both in the convicting and vindicating dictums. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4628456
- author
- Berg, Selina LU and Svensson, Rebecca LU
- supervisor
- organization
- course
- SOPA63 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Reklamombudsmannen, Swedish Advertising Ombudsman, Gender discrimination, Intersectionality, Advertisement
- language
- Swedish
- id
- 4628456
- date added to LUP
- 2014-09-08 13:09:59
- date last changed
- 2014-09-08 13:09:59
@misc{4628456,
abstract = {{More than Products : A discourse analytical study of the vindicating and convicting dictums from the Swedish Advertising Ombudsman
In society today we are exposed to more advertising than ever before. In Sweden the design of advertisements are regulated in part by laws and in part by a self-regulating system called the Swedish Advertising Ombudsman. Amongst other things, the Swedish Advertising Ombudsman handles advertisements that have been reported discriminating on the basis of gender. Studies show that exposure to advertisements that portray women as objects or in sexualized ways can contribute to an acceptance of violence against women and van reduce self-image amongst women. The following study aims to examin the Swedish Advertising Ombudsman‘s vindicating and convicting dictums and what values these dictums convey about women. We have studied 30 dictums and made a discourse analysis with the theoretical framework of intersectionality and gender. Our findings show six different discourses that explains how the Swedish Advertising Ombudsman justifies their vindicating and convicting dictums. We found that women are being portrayed as lesser human beings. They are often reduced to sex objects and dehumanized. Even though the Swedish Advertising Ombudsman has taken on the mission to condemn advertisements that are degrading towards women, this study show that discriminative and offensive values are present and reproduced both in the convicting and vindicating dictums.}},
author = {{Berg, Selina and Svensson, Rebecca}},
language = {{swe}},
note = {{Student Paper}},
title = {{Mer än produkter - En diskursanalytisk studie av friande och fällande uttalanden från Reklamombudsmannen}},
year = {{2014}},
}