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Jämställdhetsdiskursers spegling i reklam

Persson, Elin LU and Olsson, Josefin (2016) KSKK01 20161
Department of Service Management and Service Studies
Abstract
Purpose: The purpose of this study is to analyze if and how advertising and gender equality in Sweden may affect and relate to each other. We want to analyze advertising images from 1950 ́s until 2016 and examine the relationship between different discourses.

Method: This study uses a qualitative method where a feminist image analysis of advertising images are used to create a deeper understanding about the field.
Theoretical framework: The empirical findings are analyzed through theoretical framework using discourse analysis, gender equality and feminism theory. Categorization and stereotypes are key tools for exploring patterns and statements in the advertising images.

Findings: We found that advertising lags the discourse of... (More)
Purpose: The purpose of this study is to analyze if and how advertising and gender equality in Sweden may affect and relate to each other. We want to analyze advertising images from 1950 ́s until 2016 and examine the relationship between different discourses.

Method: This study uses a qualitative method where a feminist image analysis of advertising images are used to create a deeper understanding about the field.
Theoretical framework: The empirical findings are analyzed through theoretical framework using discourse analysis, gender equality and feminism theory. Categorization and stereotypes are key tools for exploring patterns and statements in the advertising images.

Findings: We found that advertising lags the discourse of gender equality. Through a historical image analysis we could see that the advertising images are not completely following the emerging gender equality discourse in Sweden. The traditional stereotypes from 1950’s still exist in advertising images in 2016 but we can see some changes in terms of new stereotypes. In the end of the study we could see that advertising images does not fully reflect the prevailing gender equality discourse in Sweden.

Keywords: Advertising, image analysis, discourse analysis, gender equality, feminist theory, categorizations, stereotypes.

Nyckelord: Reklam, bildanalys, diskursanalys, jämställdhet, feministisk teori, kategoriseringar och stereotyper. (Less)
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author
Persson, Elin LU and Olsson, Josefin
supervisor
organization
course
KSKK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
Reklam, bildanalys, diskursanalys, jämställdhet, feministisk teori, kategoriseringar och stereotyper.
language
Swedish
id
8877595
date added to LUP
2016-08-30 08:45:38
date last changed
2016-08-30 08:45:38
@misc{8877595,
  abstract     = {Purpose: The purpose of this study is to analyze if and how advertising and gender equality in Sweden may affect and relate to each other. We want to analyze advertising images from 1950 ́s until 2016 and examine the relationship between different discourses.

Method: This study uses a qualitative method where a feminist image analysis of advertising images are used to create a deeper understanding about the field.
Theoretical framework: The empirical findings are analyzed through theoretical framework using discourse analysis, gender equality and feminism theory. Categorization and stereotypes are key tools for exploring patterns and statements in the advertising images.

Findings: We found that advertising lags the discourse of gender equality. Through a historical image analysis we could see that the advertising images are not completely following the emerging gender equality discourse in Sweden. The traditional stereotypes from 1950’s still exist in advertising images in 2016 but we can see some changes in terms of new stereotypes. In the end of the study we could see that advertising images does not fully reflect the prevailing gender equality discourse in Sweden.

Keywords: Advertising, image analysis, discourse analysis, gender equality, feminist theory, categorizations, stereotypes.

Nyckelord: Reklam, bildanalys, diskursanalys, jämställdhet, feministisk teori, kategoriseringar och stereotyper.},
  author       = {Persson, Elin and Olsson, Josefin},
  keyword      = {Reklam,bildanalys,diskursanalys,jämställdhet,feministisk teori,kategoriseringar och stereotyper.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Jämställdhetsdiskursers spegling i reklam},
  year         = {2016},
}