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"Sex säljer", eller?

Labbart, Julia LU and Perez Edström, Nicole LU (2019) PSYK11 20191
Department of Psychology
Abstract
The study captured young women’s experience of sexualization in advertising and examined the different coping strategies they adopt to tackle sexualization in everyday life efficiently. The study was grounded in a qualitative method with an epistemological approach of a critical realist nature. Thematic analysis and semantic coding was used to interpret the data. Seven semi-structured interviews were carried out with female university students at Lund University in April 2019. A qualitative method puts emphasis on human experience and the critical realist approach further lies in assumptions about a ‘real’ existing world that is independent of our perception of it. Regarding to this approach, phenomena in the world can be captured through... (More)
The study captured young women’s experience of sexualization in advertising and examined the different coping strategies they adopt to tackle sexualization in everyday life efficiently. The study was grounded in a qualitative method with an epistemological approach of a critical realist nature. Thematic analysis and semantic coding was used to interpret the data. Seven semi-structured interviews were carried out with female university students at Lund University in April 2019. A qualitative method puts emphasis on human experience and the critical realist approach further lies in assumptions about a ‘real’ existing world that is independent of our perception of it. Regarding to this approach, phenomena in the world can be captured through our sense and need to be interpreted in order to be understood. Our main findings were that women’s experiences of sexualization in advertising have adverse effects on their wellbeing. Another significant contribution made was the different coping strategies used by these women, such as selectively controlling exposure for sexualized pictures on social media, and experiences of habituation when it came to advertising in general. The coping strategies are essential because they could potentially be used by other women struggling to tackle sexualized advertisements, hence make a contribution to increasing the overall wellbeing of young women. A question raised in light of our results was whether marketers should be using sex to sell. Finally, we formulated suggestions for research to quantitatively investigate the coping strategies found in this study, their frequency of use and their contribution to wellbeing amongst individuals. (Less)
Abstract (Swedish)
Syftet med studien var att undersöka unga kvinnors upplevelser av sexualisering i reklam samt vilka hanteringssätt de använde sig av för att hantera detta i sitt vardagliga liv. Undersökningen grundades i kvalitativ metod med en kritisk realistisk ansats där tematisk analys och semantisk kodning tillämpades för att bearbeta datan. Sju kvinnliga studenter vid Lunds Universitet deltog i semi-strukturerade intervjuer i april 2019. Kvalitativ metod betonar betydelsen av människors upplevelser och den kritiskt realistiska ansatsen innebar vidare en tanke om världen som reellt existerande men där tolkning krävs för att få tillgång till den. Ett av de viktigaste fynden i studien var kvinnornas upplevelser av att sexualisering i reklam hade... (More)
Syftet med studien var att undersöka unga kvinnors upplevelser av sexualisering i reklam samt vilka hanteringssätt de använde sig av för att hantera detta i sitt vardagliga liv. Undersökningen grundades i kvalitativ metod med en kritisk realistisk ansats där tematisk analys och semantisk kodning tillämpades för att bearbeta datan. Sju kvinnliga studenter vid Lunds Universitet deltog i semi-strukturerade intervjuer i april 2019. Kvalitativ metod betonar betydelsen av människors upplevelser och den kritiskt realistiska ansatsen innebar vidare en tanke om världen som reellt existerande men där tolkning krävs för att få tillgång till den. Ett av de viktigaste fynden i studien var kvinnornas upplevelser av att sexualisering i reklam hade negativa effekter på deras välmående, vilket även gick i linje med tidigare forskning på området. Ett annat viktigt bidrag var de hanteringsstrategier som kvinnorna använde sig av för att hantera sexualisering. Dessa var sådana som att selektera bland sexualiserade bilder de exponeras för på sociala medier samt upplevelser av habituering när det kom till reklam generellt. Strategierna har betydelse eftersom att de skulle kunna användas av andra kvinnor som upplever att de behöver hitta sätt för att hantera sexualiserad reklam. Därmed kan de bidra till ökat välmående hos unga kvinnor. En fråga som uppstod i ljuset av dessa resultat var huruvida marknadsförare bör använda sig av sex för att sälja. Slutligen formulerades önskemål för framtida forskning såsom att kvantitativt undersöka de framträdande hanteringssätten, hur ofta de används samt vilket bidrag de har till individers välmående. (Less)
Please use this url to cite or link to this publication:
author
Labbart, Julia LU and Perez Edström, Nicole LU
supervisor
organization
alternative title
Unga kvinnors upplevelser av sexualiserad reklam i sitt dagliga liv
course
PSYK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
sexualization, experience, coping strategies, objectification, self-objectification, advertising, body positivity, upplevelse, hanteringssätt, objektifiering, självobjektifiering, reklam, kroppspositivism.
language
Swedish
id
8980895
date added to LUP
2019-06-12 10:53:13
date last changed
2019-06-12 10:53:13
@misc{8980895,
  abstract     = {The study captured young women’s experience of sexualization in advertising and examined the different coping strategies they adopt to tackle sexualization in everyday life efficiently. The study was grounded in a qualitative method with an epistemological approach of a critical realist nature. Thematic analysis and semantic coding was used to interpret the data. Seven semi-structured interviews were carried out with female university students at Lund University in April 2019. A qualitative method puts emphasis on human experience and the critical realist approach further lies in assumptions about a ‘real’ existing world that is independent of our perception of it. Regarding to this approach, phenomena in the world can be captured through our sense and need to be interpreted in order to be understood. Our main findings were that women’s experiences of sexualization in advertising have adverse effects on their wellbeing. Another significant contribution made was the different coping strategies used by these women, such as selectively controlling exposure for sexualized pictures on social media, and experiences of habituation when it came to advertising in general. The coping strategies are essential because they could potentially be used by other women struggling to tackle sexualized advertisements, hence make a contribution to increasing the overall wellbeing of young women. A question raised in light of our results was whether marketers should be using sex to sell. Finally, we formulated suggestions for research to quantitatively investigate the coping strategies found in this study, their frequency of use and their contribution to wellbeing amongst individuals.},
  author       = {Labbart, Julia and Perez Edström, Nicole},
  keyword      = {sexualization,experience,coping strategies,objectification,self-objectification,advertising,body positivity,upplevelse,hanteringssätt,objektifiering,självobjektifiering,reklam,kroppspositivism.},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Sex säljer", eller?},
  year         = {2019},
}