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Reklam och kvinnligt ledarskap

Jonsson, Klara LU and Niklasson, Filip LU (2018) PSYK11 20181
Department of Psychology
Abstract (Swedish)
Denna studie ämnade att belysa hur framställningar av kvinnor i reklam kan påverka aspiration för ledarskap hos unga, kvinnliga studenter vid Lunds Universitet. Studiens deltagare, 93 kvinnliga studenter vid Lunds Universitet (M = 22.32, SD = 1.837), randomiserades till tre olika grupper, varav en kontrollgrupp och två experimentgrupper. De två experimentgrupperna blev primade med antingen en könsstereotyp reklamfilm eller en icke könsstereotyp reklamfilm, en så kallad ”Femvertisement”. Hypoteserna var att kvinnor primade med en femvertisement bör ha högre self-efficacy och intresse för ledarskap, jämfört med a) kvinnor primade med könsstereotyp reklam och b) en kontrollgrupp. Resultaten stödde delvis hypoteserna. Kvinnorna primade med en... (More)
Denna studie ämnade att belysa hur framställningar av kvinnor i reklam kan påverka aspiration för ledarskap hos unga, kvinnliga studenter vid Lunds Universitet. Studiens deltagare, 93 kvinnliga studenter vid Lunds Universitet (M = 22.32, SD = 1.837), randomiserades till tre olika grupper, varav en kontrollgrupp och två experimentgrupper. De två experimentgrupperna blev primade med antingen en könsstereotyp reklamfilm eller en icke könsstereotyp reklamfilm, en så kallad ”Femvertisement”. Hypoteserna var att kvinnor primade med en femvertisement bör ha högre self-efficacy och intresse för ledarskap, jämfört med a) kvinnor primade med könsstereotyp reklam och b) en kontrollgrupp. Resultaten stödde delvis hypoteserna. Kvinnorna primade med en femvertisement rapporterade signifikant högre self-efficacy för ledarskap jämfört med kontrollgruppen, och signifikant högre intresse för ledarskap än de kvinnor primade med könsstereotyp reklam. Resultaten bekräftar samt utökar tidigare forskning och kan eventuellt ha betydelse för interventioner ägnade att minska den vertikala könssegregeringen i samhället. (Less)
Abstract
This study intended to illustrate how representations of women in commercial plays a role in the leadership aspirations of young female students at Lund University. The study participants, 93 female students at Lund University (M = 22.32, SD = 1.837) were randomly divided into three groups, whereof one control group and two experiment groups. The two experiment groups were primed with either a gender stereotypical commercial or a contra-gender stereotypical commercial, so called “Femvertisement”. The hypotheses were that women primed with femvertisement should have higher leadership self-efficacy and interest in leadership, as compared to a) women primed with a gender stereotypical commercial and b) a control group. The results partially... (More)
This study intended to illustrate how representations of women in commercial plays a role in the leadership aspirations of young female students at Lund University. The study participants, 93 female students at Lund University (M = 22.32, SD = 1.837) were randomly divided into three groups, whereof one control group and two experiment groups. The two experiment groups were primed with either a gender stereotypical commercial or a contra-gender stereotypical commercial, so called “Femvertisement”. The hypotheses were that women primed with femvertisement should have higher leadership self-efficacy and interest in leadership, as compared to a) women primed with a gender stereotypical commercial and b) a control group. The results partially supported the hypotheses. Women primed with femvertisement reported significantly higher leadership self-efficacy as compared to the control group, and significantly higher leadership interest than the group primed with a gender-stereotypical commercial. The results expand previous research and may be of importance for interventions aimed at reducing vertical gender segregation in society. (Less)
Please use this url to cite or link to this publication:
author
Jonsson, Klara LU and Niklasson, Filip LU
supervisor
organization
alternative title
Kan femvertising öka kvinnors self-efficacy och intresse för ledarskap?
course
PSYK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
Stereotyphot, Ledarskap, Self-Efficacy, Intresse, Könsstereotyp, Femvertising, Genus, Reklam
language
Swedish
id
8943058
date added to LUP
2018-06-04 09:17:32
date last changed
2018-06-04 09:17:32
@misc{8943058,
  abstract     = {This study intended to illustrate how representations of women in commercial plays a role in the leadership aspirations of young female students at Lund University. The study participants, 93 female students at Lund University (M = 22.32, SD = 1.837) were randomly divided into three groups, whereof one control group and two experiment groups. The two experiment groups were primed with either a gender stereotypical commercial or a contra-gender stereotypical commercial, so called “Femvertisement”. The hypotheses were that women primed with femvertisement should have higher leadership self-efficacy and interest in leadership, as compared to a) women primed with a gender stereotypical commercial and b) a control group. The results partially supported the hypotheses. Women primed with femvertisement reported significantly higher leadership self-efficacy as compared to the control group, and significantly higher leadership interest than the group primed with a gender-stereotypical commercial. The results expand previous research and may be of importance for interventions aimed at reducing vertical gender segregation in society.},
  author       = {Jonsson, Klara and Niklasson, Filip},
  keyword      = {Stereotyphot,Ledarskap,Self-Efficacy,Intresse,Könsstereotyp,Femvertising,Genus,Reklam},
  language     = {swe},
  note         = {Student Paper},
  title        = {Reklam och kvinnligt ledarskap},
  year         = {2018},
}