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Gendernye reprezentatsii kak instrument privlecheniya chitatelej i reklamodatelej (na primere kachestvennoj pressy Rossii i Shvetsii) [Gender representations as a tool for attracting readers and advertisers: Russian and Swedish quality press]
Södertörn University, Centre for Baltic and East European Studies (CBEES). Södertörn University, School of Culture and Education, Media and Communication Studies.ORCID iD: 0000-0001-7943-3076
2014 (Russian)In: Гендер и СМИ [Gender and Media] / [ed] Olga Smirnova, Moscow: Faculty of Journalism Lomonosov Moscow State University , 2014, 117-129 p.Chapter in book (Refereed)
Abstract [en]

This article focuses on gendered media representations as an instrument of getting economicbenefits and a tool of interaction with readers. Based on interviews with Russian and Swedish quality press’ employees, this study shows that gendered media representations are one of the resources of the quality press’ competitiveness on the media-market. However, the choice of the gendered representations, which attract both the audiences and advertisers, is strictly context-dependent.

Abstract [ru]

В данной статье обсуждается использование гендерных репрезентаций какинструмента привлечения читателей и рекламодателей. На основании интервью с сотрудниками ряда качественных газет и журналов России и Швеции автор делает вывод о том, что гендерные репрезентации сознательно применяются журналистами и редакторами для обеспечения конкурентоспособности издания. Тем не менее, в разных контекстах «выигрышными» с точки зрения как привлечения аудитории, так и рекламодателей, оказываются различные гендерные репрезентации.

Place, publisher, year, edition, pages
Moscow: Faculty of Journalism Lomonosov Moscow State University , 2014. 117-129 p.
Keyword [en]
quality press, gender, Russia, Sweden, media market
Keyword [ru]
качественная пресса, гендер, Россия, Швеция, конкурентоспособность
National Category
Media Studies Gender Studies
Research subject
Baltic and East European studies; Critical and Cultural Theory
Identifiers
URN: urn:nbn:se:sh:diva-24526ISBN: 978-5-211-06407-2 (print)OAI: oai:DiVA.org:sh-24526DiVA: diva2:744209
Available from: 2014-09-07 Created: 2014-09-07 Last updated: 2017-05-09Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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