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Oh, I feel like a woman! : A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce

Krysell, Emma LU and Somehagen, Jannie LU (2018) MODK63 20171
Division of Fashion Studies
Abstract
Oh! I feel like a woman! – A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce is a bachelor thesis on how clothes are portrayed in illustrations and photographs of models and in texts in mail-order catalogues and websites in the Swedish fashion remote commerce. The thesis aims to compare how genders and fashion are connected and manifested in the fashion remote commerce by portraying different gender stereotypes. The research is conducted through a case study by a semiotic discourse analysis on three different periods in time, using one remote commerce company from each year; Allmänco's mail-order catalogue from 1939, ELLOS's mail-order catalogue from 1984 and the NELLY's and NLYMAN's... (More)
Oh! I feel like a woman! – A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce is a bachelor thesis on how clothes are portrayed in illustrations and photographs of models and in texts in mail-order catalogues and websites in the Swedish fashion remote commerce. The thesis aims to compare how genders and fashion are connected and manifested in the fashion remote commerce by portraying different gender stereotypes. The research is conducted through a case study by a semiotic discourse analysis on three different periods in time, using one remote commerce company from each year; Allmänco's mail-order catalogue from 1939, ELLOS's mail-order catalogue from 1984 and the NELLY's and NLYMAN's websites from 2017.
The main conclusion of the thesis is that the studied remote commerce fashion companies use texts and images, which co-exist in an intermediality to communicate different gender roles. These roles can be applied through Erving Goffman’s theory of Performativity. (Less)
Please use this url to cite or link to this publication:
author
Krysell, Emma LU and Somehagen, Jannie LU
supervisor
organization
course
MODK63 20171
year
type
M2 - Bachelor Degree
subject
keywords
fashion, advertisement, gender, stereotypes, remote commerce, mail-order catalogues
language
English
id
8931195
date added to LUP
2023-06-22 09:29:44
date last changed
2023-06-22 09:29:44
@misc{8931195,
  abstract     = {{Oh! I feel like a woman! – A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce is a bachelor thesis on how clothes are portrayed in illustrations and photographs of models and in texts in mail-order catalogues and websites in the Swedish fashion remote commerce. The thesis aims to compare how genders and fashion are connected and manifested in the fashion remote commerce by portraying different gender stereotypes. The research is conducted through a case study by a semiotic discourse analysis on three different periods in time, using one remote commerce company from each year; Allmänco's mail-order catalogue from 1939, ELLOS's mail-order catalogue from 1984 and the NELLY's and NLYMAN's websites from 2017.
The main conclusion of the thesis is that the studied remote commerce fashion companies use texts and images, which co-exist in an intermediality to communicate different gender roles. These roles can be applied through Erving Goffman’s theory of Performativity.}},
  author       = {{Krysell, Emma and Somehagen, Jannie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Oh, I feel like a woman! : A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce}},
  year         = {{2018}},
}