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Reproducering av det reproduktiva ansvaret

Kull, Axelina LU and Johnson, Agnes (2018) SKOK11 20181
Department of Strategic Communication
Abstract
This case study aims to problematize the inequalities concerning the contraceptive responsibility that are expressed through marketing, from a feminist perspective. The studied case is the contraception app Natural Cycles and focus lies on the terms control, freedom and knowledge as means of power practice. The study combines research fields of advertising, gender studies and power and should be viewed as a contribution to the field of strategic communication. A critical discourse analysis is applied to the empirical material consisting of Natural Cycles’ advertising which is partly set in contrast to RFSU’s condom advertising in order to highlight differences in female versus male discourse concerning contraceptive responsibility. This... (More)
This case study aims to problematize the inequalities concerning the contraceptive responsibility that are expressed through marketing, from a feminist perspective. The studied case is the contraception app Natural Cycles and focus lies on the terms control, freedom and knowledge as means of power practice. The study combines research fields of advertising, gender studies and power and should be viewed as a contribution to the field of strategic communication. A critical discourse analysis is applied to the empirical material consisting of Natural Cycles’ advertising which is partly set in contrast to RFSU’s condom advertising in order to highlight differences in female versus male discourse concerning contraceptive responsibility. This study contributes to the Mirror versus Mold debate regarding whether advertising produces or reproduces discourses in society. The study concludes that Natural Cycles’ advertising reproduces the prevailing discourse that women are the ones responsible for taking contraceptive precaution. The study therefore aims to raise awareness and open up for further debate on the subject, in order to enable a change towards a shared contraceptive responsibility. Lastly, this study could be valuable for whomever wishes to gain further understanding in advertising’s role in creating and reproducing gender inequalities in society. (Less)
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author
Kull, Axelina LU and Johnson, Agnes
supervisor
organization
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
Marketing, stereotypical advertising, contraceptives, power, freedom, responsibility, representation, gender, control, knowledge, discourse.
language
Swedish
id
8944627
date added to LUP
2021-02-01 09:31:26
date last changed
2021-02-01 09:31:31
@misc{8944627,
  abstract     = {{This case study aims to problematize the inequalities concerning the contraceptive responsibility that are expressed through marketing, from a feminist perspective. The studied case is the contraception app Natural Cycles and focus lies on the terms control, freedom and knowledge as means of power practice. The study combines research fields of advertising, gender studies and power and should be viewed as a contribution to the field of strategic communication. A critical discourse analysis is applied to the empirical material consisting of Natural Cycles’ advertising which is partly set in contrast to RFSU’s condom advertising in order to highlight differences in female versus male discourse concerning contraceptive responsibility. This study contributes to the Mirror versus Mold debate regarding whether advertising produces or reproduces discourses in society. The study concludes that Natural Cycles’ advertising reproduces the prevailing discourse that women are the ones responsible for taking contraceptive precaution. The study therefore aims to raise awareness and open up for further debate on the subject, in order to enable a change towards a shared contraceptive responsibility. Lastly, this study could be valuable for whomever wishes to gain further understanding in advertising’s role in creating and reproducing gender inequalities in society.}},
  author       = {{Kull, Axelina and Johnson, Agnes}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Reproducering av det reproduktiva ansvaret}},
  year         = {{2018}},
}