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Feminism till salu: En kvalitativ studie om feminism som varumärkesstrategi

Nyberg, Inez LU and Odhnoff, Sara (2019) SKDK11 20191
Department of Strategic Communication
Abstract (Swedish)
Denna studie har som syfte att undersöka hur feministiska värden i marknadsföring kan användas som en strategisk resurs för att skapa en ökad autenticitet för ett företags varumärke, och därmed bidra till forskningsfältet för strategisk kommunikation. En begränsad mängd forskning har gjorts om feminism som en autenticitetsstrategi i förhållande till varumärket. Uppsatsen har således ambitionen att bidra med kunskap om hur feministiska värden kan kommuniceras i digital marknadsföring, samt hur dessa kulturellt laddade värden påverkar företagets varumärkeautenticitet. Med utgångspunkt i postmoderna och feministiska teorier, har en multimodal socialsemiotisk analys genomförts på det empiriska materialet för att utvinna de semiotiska resurser... (More)
Denna studie har som syfte att undersöka hur feministiska värden i marknadsföring kan användas som en strategisk resurs för att skapa en ökad autenticitet för ett företags varumärke, och därmed bidra till forskningsfältet för strategisk kommunikation. En begränsad mängd forskning har gjorts om feminism som en autenticitetsstrategi i förhållande till varumärket. Uppsatsen har således ambitionen att bidra med kunskap om hur feministiska värden kan kommuniceras i digital marknadsföring, samt hur dessa kulturellt laddade värden påverkar företagets varumärkeautenticitet. Med utgångspunkt i postmoderna och feministiska teorier, har en multimodal socialsemiotisk analys genomförts på det empiriska materialet för att utvinna de semiotiska resurser som kommunicerar feminism. Vidare inkluderas teorier om kulturell branding för att nå en djupare förståelse för kulturella värdens inverkan på varumärkets autenticitet. Resultatet visar att den feminism som konstrueras i det empiriska materialet genomsyras av postfeministiska principer om individualism och användandet av manliga stereotyper som insinuerar makt. I syfte att ge autenticitet till varumärket, i förhållande till de feministiska värden som används, har tre strategier utkristalliserats: individualistiskt fokus och tilltal, appropriering av feministiska attribut samt storytelling. Vidare kan konstruktionen av den feminism som identifierats problematiseras då den dels gör sig beroende av en manlig norm, dels uppmanar till feministisk handling genom konsumtion.
Uppsatsen ger slutligen en inblick i den praktiska tillämpningen av strategisk
kommunikation i förhållande till varumärkesbyggande i ett postmodernt samhälle. (Less)
Abstract
This study aims to understand how feminist values in marketing can be used as a
strategic resource to increase the brand authenticity, and thereby contribute to the field of strategic communication. A limited amount of research has been done
regarding feminism as a strategy of authenticity in relation to the brand. The study therefore has the ambition to create a deeper understanding regarding how feminist values can be communicated in digital marketing, and how these cultural values impact the brand authenticity. Based on postmodern and feminist theories, a multimodal social semiotic analysis has been conducted in order to extract the
semiotic resources that communicates feminism in the empirical material.
Furthermore, theories of... (More)
This study aims to understand how feminist values in marketing can be used as a
strategic resource to increase the brand authenticity, and thereby contribute to the field of strategic communication. A limited amount of research has been done
regarding feminism as a strategy of authenticity in relation to the brand. The study therefore has the ambition to create a deeper understanding regarding how feminist values can be communicated in digital marketing, and how these cultural values impact the brand authenticity. Based on postmodern and feminist theories, a multimodal social semiotic analysis has been conducted in order to extract the
semiotic resources that communicates feminism in the empirical material.
Furthermore, theories of cultural branding are included to reach a deeper understanding of the cultural values’ impact on the brand authenticity. The result of the study shows that the feminist values that are constructed in the empirical material are infused with postfeminist principles of individualism and the usage of male stereotypes that indicate power. In order to gain brand authenticity, in relation to the feminist values that are used, three strategies have been distinguished: individualized focus and appeal, appropriation of feminist attributes and storytelling. Moreover, the construction of feminism that has been identified can be considered problematic due to the fact that it is dependent on a male norm, and calls for a feminist act through consumption. Finally, the study gives an insight to the practical implication of strategic communication in relation to brand building in a postmodern society. (Less)
Please use this url to cite or link to this publication:
author
Nyberg, Inez LU and Odhnoff, Sara
supervisor
organization
alternative title
Feminism for sale: A qualitative study of feminism as a branding strategy
course
SKDK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
feminism, cultural values, brand communication, authenticity, cultural branding, postmodernism, postfeminism, social semiotics, kulturella värden, varumärkeskommunikation, autenticitet, kulturell branding, socialsemiotik
language
Swedish
id
8979281
date added to LUP
2019-07-04 10:56:34
date last changed
2019-07-04 10:56:34
@misc{8979281,
  abstract     = {{This study aims to understand how feminist values in marketing can be used as a
strategic resource to increase the brand authenticity, and thereby contribute to the field of strategic communication. A limited amount of research has been done
regarding feminism as a strategy of authenticity in relation to the brand. The study therefore has the ambition to create a deeper understanding regarding how feminist values can be communicated in digital marketing, and how these cultural values impact the brand authenticity. Based on postmodern and feminist theories, a multimodal social semiotic analysis has been conducted in order to extract the
semiotic resources that communicates feminism in the empirical material.
Furthermore, theories of cultural branding are included to reach a deeper understanding of the cultural values’ impact on the brand authenticity. The result of the study shows that the feminist values that are constructed in the empirical material are infused with postfeminist principles of individualism and the usage of male stereotypes that indicate power. In order to gain brand authenticity, in relation to the feminist values that are used, three strategies have been distinguished: individualized focus and appeal, appropriation of feminist attributes and storytelling. Moreover, the construction of feminism that has been identified can be considered problematic due to the fact that it is dependent on a male norm, and calls for a feminist act through consumption. Finally, the study gives an insight to the practical implication of strategic communication in relation to brand building in a postmodern society.}},
  author       = {{Nyberg, Inez and Odhnoff, Sara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Feminism till salu: En kvalitativ studie om feminism som varumärkesstrategi}},
  year         = {{2019}},
}