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Maktens reklam: En jämförande studie av könsdiskriminerande reklam, utifrån Reklamombudsmannen och genus
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Reklam kan ibland anses framställa kvinnor och män på ett nedvärderande sätt. I Sverige har alla rätt att anmäla den reklam som anses vara könsdiskriminerande. Anmälan görs till Reklamombudsmannen (RO), bestående av näringslivets självreglerande system, som bedömer reklamen utifrån Internationella Handelskammarens regler för reklam och marknadskommunikation. Detta görs utifrån tre kriterier, vilka säger att reklam inte får: framställa kvinnor eller män som rena sexobjekt som kan anses kränkande (sexistisk reklam); ge en nedvärderande stereotyp bild på könsrollerna (schabloniserande reklam); eller på något annat sätt vara uppenbart könsdiskriminerande.

Denna undersökning syftar till att jämföra RO:s syn på sexobjekt, nedvärderande stereotypa könsroller och sexism, med genusteorins syn på samma begrepp, för att därigenom kartlägga och analysera en eventuell skillnad mellan dem. Utgångspunkten i genusteorierna är genusordningen. Undersökningen är kvalitativ och utförs med en semiotisk analys av 16 reklamer, som blivit anmälda hos RO. Resultatet av den semiotiska analysen jämförs sedan med RO:s bedömning av samma reklam.

Resultatet av undersökningen visar en skillnad mellan RO och genusteorins syn på könsdiskriminerande reklam. Denna skillnad grundar sig till viss del i hur de olika begreppen tolkas, men framförallt i vad som anses vara nedvärderande och acceptabelt.

Abstract [en]

The usage of images of women and men in advertisements is subject to regulations regarding their discriminating presentation as sex objects and arrangement as stereotypical gender roles. In Sweden, every person is given the right to file complaints about individual advertisements to Reklamombudsmannen (RO), a self-regulation agency, which analyzes the complaints in accordance to the Consolidated ICC Code and decides whether the reported advertisements infringe the rules laid out by it. These regulations define three categories: 1. advertisements presenting women or men simply as sex objects; 2. advertisements using stereotypical gender roles; and 3. advertisements using obvious gender discriminating imagery. Companies are required to withdraw advertisements that fall under at least one of these three categories as decided by the RO.

This thesis aims at comparing the view on the term sex objects, on devaluing stereotypical gender roles and on sexism as exhibited by the RO with the definitions of the same concepts originating from gender theory in order to identify and analyze a possible disparity between them. Starting from the theory of gender systems, this qualitative investigation, in its first step, semiotically analyzes 16 advertisements that have been reported to the RO. The results of these analyses are then compared to the individual verdicts and their reasons as given by the RO.

As a result, this comparison shows a discrepancy between the view of the RO and gender theory on discriminating advertisements and imagery. This is due to differing views and definitions of the individual terms discussed in this thesis as well as conflicting opinions as to when this form of presentation of women and men is acceptable, specifically in the area of advertising.

Place, publisher, year, edition, pages
2013. , 55 p.
Keyword [en]
Gender, Sexism, Stereotype, Marketing, Advertisement
Keyword [sv]
Genus, Genusordning, Reklamombudsmannen, RO, RON, Könsdiskriminering, Könsdiskriminerande reklam, Sexism, Sexistisk reklam, Sexobjekt, Stereotyp, Könsroller, Reklam, Marknadsföring.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-21523OAI: oai:DiVA.org:sh-21523DiVA: diva2:690726
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2014-01-27 Created: 2014-01-24 Last updated: 2014-01-27Bibliographically approved

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Maktens reklam(2826 kB)1293 downloads
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Enström, AnnelieLindkvist, Lina
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf