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Artificiell femininitet: en diskursanalys av marknadsföringen av sexrobotar

Fållby, Anna LU and Andersson, Julia LU (2020) GNVK02 20201
Department of Gender Studies
Abstract
This essay examines how femininity is created and portrayed in the marketing discourse about sex robots. We have conducted a discourse analysis and deconstructed visual and textual material from five websites that sell sex robots, based on Laclau and Mouffe’s discourse theory. The results conclude that the marketing discourse about sex robots both produce and reproduce norms about sex, gender and sexuality regarding femininity. Norms regarding reproduction and sexuality are partly challenged since the sex robot offers an “alternative relationship”. The analysis shows that the female built sex robot is founded on patriarchal and masculine interests where the female coded sex robot is described as the ultimate partner without the... (More)
This essay examines how femininity is created and portrayed in the marketing discourse about sex robots. We have conducted a discourse analysis and deconstructed visual and textual material from five websites that sell sex robots, based on Laclau and Mouffe’s discourse theory. The results conclude that the marketing discourse about sex robots both produce and reproduce norms about sex, gender and sexuality regarding femininity. Norms regarding reproduction and sexuality are partly challenged since the sex robot offers an “alternative relationship”. The analysis shows that the female built sex robot is founded on patriarchal and masculine interests where the female coded sex robot is described as the ultimate partner without the imperfections connected to the human female. Our summary concludes that sex robots can not be seen as a neutral development of technics, but has to be analyzed in relation to current power structures. (Less)
Please use this url to cite or link to this publication:
author
Fållby, Anna LU and Andersson, Julia LU
supervisor
organization
course
GNVK02 20201
year
type
M2 - Bachelor Degree
subject
keywords
Sex robot, femininity, technology, discourse, AI
language
Swedish
id
9015590
date added to LUP
2020-07-03 09:22:35
date last changed
2020-07-03 09:22:35
@misc{9015590,
  abstract     = {{This essay examines how femininity is created and portrayed in the marketing discourse about sex robots. We have conducted a discourse analysis and deconstructed visual and textual material from five websites that sell sex robots, based on Laclau and Mouffe’s discourse theory. The results conclude that the marketing discourse about sex robots both produce and reproduce norms about sex, gender and sexuality regarding femininity. Norms regarding reproduction and sexuality are partly challenged since the sex robot offers an “alternative relationship”. The analysis shows that the female built sex robot is founded on patriarchal and masculine interests where the female coded sex robot is described as the ultimate partner without the imperfections connected to the human female. Our summary concludes that sex robots can not be seen as a neutral development of technics, but has to be analyzed in relation to current power structures.}},
  author       = {{Fållby, Anna and Andersson, Julia}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Artificiell femininitet: en diskursanalys av marknadsföringen av sexrobotar}},
  year         = {{2020}},
}