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Multimodal representations of gender in young children's popular culture
Stockholm University, Faculty of Social Sciences, Department of Education.
Stockholm University, Faculty of Social Sciences, Department of Computer and Systems Sciences.
2016 (English)In: MedieKultur: Journal of Media and Communication Research, ISSN 0900-9671, E-ISSN 1901-9726, Vol. 32, no 61, p. 6-25Article in journal (Refereed) Published
Abstract [en]

This article poses questions regarding learning and representation in relation to young children's popular culture. Focusing on gender, the article builds on multimodal, social semiotic analyses of two different media texts related to a specific brand and shows how gender and gender differences are represented multimodally in separate media contexts and in the interplay between different media. The results show that most of the semiotic resources employed in the different texts contribute in congruent ways to the representation of girls as either different from or inferior to boys. At the same time, however, excerpts from an encounter with a young girl who engages with characters from the brand in her role play are used as an example of how children actively make meaning and find strategies that subvert the repressive ideologies manifested in their everyday popular culture.

Place, publisher, year, edition, pages
2016. Vol. 32, no 61, p. 6-25
Keywords [en]
apps, children, gender, learning, multimodality, popular culture, social semiotics, television
National Category
Information Systems
Research subject
Information Society
Identifiers
URN: urn:nbn:se:su:diva-149427OAI: oai:DiVA.org:su-149427DiVA, id: diva2:1161595
Available from: 2017-11-30 Created: 2017-11-30 Last updated: 2018-01-13Bibliographically approved

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Insulander, EvaSelander, Staffan
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