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Dammande hemmafruar och föräldralediga pappor: En tvärvetenskaplig analys av svenskreklam utifrån ett genus- och jämställdhetsperspektiv mellan åren 1956- 2010
Halmstad University, School of Education, Humanities and Social Science.
2019 (Swedish)Independent thesis Advanced level (professional degree), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As a future teacher in history you need to know that you have the task, not only teaching your students about the past, you also have the task to teach your students about values that should permeate our society. How all people should be treated equally, regardless of gender, ethnicity, sexual oritentation or faith.

In our Swedish society today, the media has greater impact than before. By that I mean that the Internet, smartphones, and all apps that revolve around social media have grown enormously. Students are influenced by the media every day. It’s also important that the students understand how companies choose to express themselves.

Throughout the years, the woman has been seen as a "housewife" while the man was considered to be the one that was supposed to provide the family. I want to investigate how Swedish companies choose to produce the different sexes through their marketing.

Briefly, the result was that the company chooses to show gender depending on who the advertisement is intended for. In advertising directed against men, the woman is used as a stereotype woman. But it does not mean that the advertisement is discriminatory.

This is where you have to make a distinction between what is stereotypical and what is discriminatory. The interesting thing is that the woman in the first advertisements is produced as a housewife. In today's society when the norms have changed, she has left the housewife role but is still being represented as the typical woman.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [sv]
Genus, jämställdhet, reklam, gymnasium
National Category
Social Sciences History and Archaeology
Identifiers
URN: urn:nbn:se:hh:diva-38952OAI: oai:DiVA.org:hh-38952DiVA, id: diva2:1290184
Subject / course
History
Educational program
Subject Teacher Education for Secondary School
Supervisors
Examiners
Available from: 2019-03-14 Created: 2019-02-19 Last updated: 2019-03-14Bibliographically approved

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fulltext(22790 kB)99 downloads
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bfaaeb7847f6f341bed1c39f37e2f97ebf360404cc79bb40bd13c484c7705a90b8d09dd195f7dfbb8d0c7a992d8159f5e328c6fe68fd952be2b31a5264a9fc4b
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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