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Från anonym till androgyn: En kvalitativ studie om varumärkesgenus och androgynitet i varumärkeskommunikation

Stjernström, Jenny LU and Klingvall, Fanny LU (2021) SKDK11 20211
Department of Strategic Communication
Abstract
Traditional binary gender stereotypes are increasingly being challenged by gender fluid expressions in an ongoing global societal shift that is particularly noticeable in Sweden. Parallel with this societal change, previous research on how brands communicate gender expressions is also being challenged, which enables an increased number of brand gender positions. Although an androgynous brand gender position is described as the most favorable, it is so far relatively unexplored. From a management perspective, the study thus explores brand gender and how it can be expressed in brand communication, with a focus on androgynous brand gender. With a theoretical framework consisting of symbolic brand communication and a gender perspective on... (More)
Traditional binary gender stereotypes are increasingly being challenged by gender fluid expressions in an ongoing global societal shift that is particularly noticeable in Sweden. Parallel with this societal change, previous research on how brands communicate gender expressions is also being challenged, which enables an increased number of brand gender positions. Although an androgynous brand gender position is described as the most favorable, it is so far relatively unexplored. From a management perspective, the study thus explores brand gender and how it can be expressed in brand communication, with a focus on androgynous brand gender. With a theoretical framework consisting of symbolic brand communication and a gender perspective on brand personality, the brand gender of two Swedish fashion brands is analyzed through a multimodal analysis from a social semiotic perspective. The analysis shows that one brand has an androgynous brand gender with masculine elements, and one has a partly androgynous and partly feminine brand gender. Based on this result, it is concluded that androgyny can be communicated in several different ways, and that the brand gender position is not necessarily determined by the product of the brand. Finally, the study supplies knowledge on how strategic communicators with communicative means can contribute to a favorable interpretation of a brand gender. (Less)
Abstract (Swedish)
Traditionella binära könsstereotyper utmanas idag allt mer av könsöverskridande uttryck i ett pågående globalt samhällsskifte som i synnerhet märks av i Sverige. Parallellt med detta samhällsskifte utmanas även tidigare forskning i hur varumärken kommunicerar könsuttryck, vilket möjliggör för ett ökat antal varumärkesgenuspositioner. Trots att en androgyn genusposition beskrivs som mest gynnsam är denna hittills relativt outforskad. Ur ett managementperspektiv undersöker studien därmed varumärkesgenus och hur det kan ta uttryck i varumärkeskommunikation, med fokus på androgyna varumärkesgenus. Med ett teoretiskt ramverk bestående av symbolisk varumärkeskommunikation och ett genusperspektiv på varumärkespersonlighet analyseras två svenska... (More)
Traditionella binära könsstereotyper utmanas idag allt mer av könsöverskridande uttryck i ett pågående globalt samhällsskifte som i synnerhet märks av i Sverige. Parallellt med detta samhällsskifte utmanas även tidigare forskning i hur varumärken kommunicerar könsuttryck, vilket möjliggör för ett ökat antal varumärkesgenuspositioner. Trots att en androgyn genusposition beskrivs som mest gynnsam är denna hittills relativt outforskad. Ur ett managementperspektiv undersöker studien därmed varumärkesgenus och hur det kan ta uttryck i varumärkeskommunikation, med fokus på androgyna varumärkesgenus. Med ett teoretiskt ramverk bestående av symbolisk varumärkeskommunikation och ett genusperspektiv på varumärkespersonlighet analyseras två svenska modevarumärkens varumärkesgenus genom en multimodal analys ur ett socialsemiotiskt perspektiv. Analysen visar att ett varumärke har ett androgynt varumärkesgenus med maskulina inslag, och ett har delvis androgynt och delvis feminint varumärkesgenus. Utifrån detta resultat dras slutsatsen att androgynitet kan framställas på flera olika sätt, samt att varumärkets produkt inte nödvändigtvis avgör dess varumärkesgenusposition. Slutligen bidrar studien med kunskap om hur strategiska kommunikatörer med kommunikativa medel kan influera till en gynnsam tolkning av ett varumärkesgenus. (Less)
Please use this url to cite or link to this publication:
author
Stjernström, Jenny LU and Klingvall, Fanny LU
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
androgynitet, modevarumärke, multimodal analys, socialsemiotik, symbolisk varumärkeskommunikation, varumärkesgenus, varumärkespersonlighet, androgyny, brand gender, brand personality, fashion brand, multimodal analysis, social semiotics, symbolic brand communication
language
Swedish
id
9048276
date added to LUP
2021-06-15 09:19:04
date last changed
2021-06-15 09:19:04
@misc{9048276,
  abstract     = {{Traditional binary gender stereotypes are increasingly being challenged by gender fluid expressions in an ongoing global societal shift that is particularly noticeable in Sweden. Parallel with this societal change, previous research on how brands communicate gender expressions is also being challenged, which enables an increased number of brand gender positions. Although an androgynous brand gender position is described as the most favorable, it is so far relatively unexplored. From a management perspective, the study thus explores brand gender and how it can be expressed in brand communication, with a focus on androgynous brand gender. With a theoretical framework consisting of symbolic brand communication and a gender perspective on brand personality, the brand gender of two Swedish fashion brands is analyzed through a multimodal analysis from a social semiotic perspective. The analysis shows that one brand has an androgynous brand gender with masculine elements, and one has a partly androgynous and partly feminine brand gender. Based on this result, it is concluded that androgyny can be communicated in several different ways, and that the brand gender position is not necessarily determined by the product of the brand. Finally, the study supplies knowledge on how strategic communicators with communicative means can contribute to a favorable interpretation of a brand gender.}},
  author       = {{Stjernström, Jenny and Klingvall, Fanny}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Från anonym till androgyn: En kvalitativ studie om varumärkesgenus och androgynitet i varumärkeskommunikation}},
  year         = {{2021}},
}