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Stärkande eller stjälpande: En studie av kvinnlig representation i samtida reklam
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay examines how women and their body are represented in contemporary television commercials which target a female audience. Throughout the history of advertising, the female body has gone from being domestic to being an object for the male gaze. In today’s media landscape a shift can be seen from the traditional passive, objectified role to a portrayal of women as sexual subjects in control of their own body. This can be viewed as a new way of using women in commercial and avoiding feministic critic at the same time. One of the main aims with this study was to understand how feminist discourses is incorporated into today’s commercial and how the target group, young females, interpret this. The analyse is based on theories of gender, post feminism and interviews with a small group of young women. The result showed that the media nowadays picture women in a different way from what it used to be. But even though she is now fierce and strong, the female body still seems to be in focus. Based on the interviews, it seemed that there is an overall tiredness over the exposure of the female body, even if she is not the stereotype beauty ideal. The respondents preferred to see a woman natural included in the society and doing something rather than being something, in this case a body. Contemporary advertising challenges more and more gender roles, and what a woman is supposed to be like. But even if the traditional feminine way of being is questioned, the exposure of the female body still exists and remain as a question of what is empowering or not for women.

Place, publisher, year, edition, pages
2018. , p. 40
Keywords [en]
advertising, tv-commercial, women, post feminism, gender, body
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:su:diva-157270OAI: oai:DiVA.org:su-157270DiVA, id: diva2:1217969
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Available from: 2018-08-06 Created: 2018-06-13 Last updated: 2018-08-06Bibliographically approved

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Citation style
  • apa
  • ieee
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  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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