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Kvarstår könsstereotyper i reklam på sociala plattformar?-En kvalitativ studie om hur Nelly.com skapar sitt budskap med hjälp av influencers

Fristedt Ölander, Josefin LU and el Tayar, Elena LU (2019) SKOK11 20191
Department of Strategic Communication
Abstract
Companies today choose to abandon traditional marketing methods in favor of new and modern marketing methods. One such method is Influencer Marketing which uses a method called word-of-mouth in which information is spread from person to person. This study is therefore aimed to investigate whether the use of gender stereotypical in advertising still remains despite the more modern marketing methods. A semiotic analysis was thoroughly conducted on the company Nelly.com and their Instagram accounts @nellycom and @nlymancom. The result of this study showed that companies working with Influencer Marketing still use gender stereotypical advertising to influence their intended target group, it further showed that men and women are presented in... (More)
Companies today choose to abandon traditional marketing methods in favor of new and modern marketing methods. One such method is Influencer Marketing which uses a method called word-of-mouth in which information is spread from person to person. This study is therefore aimed to investigate whether the use of gender stereotypical in advertising still remains despite the more modern marketing methods. A semiotic analysis was thoroughly conducted on the company Nelly.com and their Instagram accounts @nellycom and @nlymancom. The result of this study showed that companies working with Influencer Marketing still use gender stereotypical advertising to influence their intended target group, it further showed that men and women are presented in different ways on Instagram in which men are portrayed as classy while women are portrayed as sex objects. This indicate that the male and female roles in traditional marketing is still relevant today. The study also showed that the way companies convey their message on Instagram is vastly different depending on their intended target group. The study aims to contribute to the research field of strategic communication with focus on market communication. (Less)
Abstract (Swedish)
Företag väljer att övergå till en modernare marknadsföringsmetod såsom Influencer Marketing. Influencer Marketing fungerar genom word-of-mouth som är en metod där information sprids från en person till en annan. Studien avser därför att analysera om företag som jobbar med Influencer Marketing fortfarande använder sig av könsstereotypisk reklam för att marknadsföra sina produkter. En semiotisk analys genomfördes på företaget Nelly.com och deras Instagram-konto, @nellycom och @nlymancom. Resultatet uppvisar att företag som jobbar med Influencer Marketing fortfarande använder sig av könsstereotypisk reklam för att influera den tänkta målgruppen. Vidare resulterade studien i att män och kvinnor framställs på olika sätt på Instagram. De... (More)
Företag väljer att övergå till en modernare marknadsföringsmetod såsom Influencer Marketing. Influencer Marketing fungerar genom word-of-mouth som är en metod där information sprids från en person till en annan. Studien avser därför att analysera om företag som jobbar med Influencer Marketing fortfarande använder sig av könsstereotypisk reklam för att marknadsföra sina produkter. En semiotisk analys genomfördes på företaget Nelly.com och deras Instagram-konto, @nellycom och @nlymancom. Resultatet uppvisar att företag som jobbar med Influencer Marketing fortfarande använder sig av könsstereotypisk reklam för att influera den tänkta målgruppen. Vidare resulterade studien i att män och kvinnor framställs på olika sätt på Instagram. De traditionellt bundna roller förekommer fortfarande i reklam där männen framställs mer värdefulla än kvinnor. Den kvinnliga kroppen används i reklam på ett sexualiserat och utmanande sätt för att väcka betraktarens intresse. Resultatet visade även att kommunikationen på Instagram ser olika ut då budskapet anpassas efter den tänkta målgruppen. Uppsatsen ämnar bidra med forskning inom Strategisk kommunikation inom fältet marknadskommunikation. (Less)
Please use this url to cite or link to this publication:
author
Fristedt Ölander, Josefin LU and el Tayar, Elena LU
supervisor
organization
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Strategisk kommunikation, marknadskommunikation, Influencer Marketing, normer, genus, könsstereotyper.
language
Swedish
id
8977967
date added to LUP
2019-06-11 09:49:53
date last changed
2019-06-11 09:49:53
@misc{8977967,
  abstract     = {Companies today choose to abandon traditional marketing methods in favor of new and modern marketing methods. One such method is Influencer Marketing which uses a method called word-of-mouth in which information is spread from person to person. This study is therefore aimed to investigate whether the use of gender stereotypical in advertising still remains despite the more modern marketing methods. A semiotic analysis was thoroughly conducted on the company Nelly.com and their Instagram accounts @nellycom and @nlymancom. The result of this study showed that companies working with Influencer Marketing still use gender stereotypical advertising to influence their intended target group, it further showed that men and women are presented in different ways on Instagram in which men are portrayed as classy while women are portrayed as sex objects. This indicate that the male and female roles in traditional marketing is still relevant today. The study also showed that the way companies convey their message on Instagram is vastly different depending on their intended target group. The study aims to contribute to the research field of strategic communication with focus on market communication.},
  author       = {Fristedt Ölander, Josefin and el Tayar, Elena},
  keyword      = {Strategisk kommunikation,marknadskommunikation,Influencer Marketing,normer,genus,könsstereotyper.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kvarstår könsstereotyper i reklam på sociala plattformar?-En kvalitativ studie om hur Nelly.com skapar sitt budskap med hjälp av influencers},
  year         = {2019},
}