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Vem får vingar?: En studie om representation i Red Bulls markandsföring av sportevenemang
Umeå universitet, Humanistiska fakulteten, Institutionen för kultur- och medievetenskaper.
2018 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)Alternativ titel
Who gets wings? : A study on representation in Red Bull ́s marketing of sports events. (Engelska)
Abstract [en]

The purpose of this study was to examine representation on Red Bull's marketing of sports events. Representation can be described as a way of using text, language or images to say something meaningful about the world to other people. It can affect our perception of the world and people around us. To investigate how the representation looks in Red Bull's marketing of sports events, this study has been conducted in the form of a quantitative content analysis. The material has been collected from Red Bull Content Pool, Red Bull's websites and Red Bull's social platforms. The theories underlying the study are gender theories, stereotypes and representation. The result shows that non-normative groups are represented less than normative groups, mainly women and persons of different ethnic origin than Scandinavian. The result also shows that Red Bull's marketing of sports events partly helps to challenge stereotypical depictions of women but also people with disabilities. The conclusion is that Red Bull´s marketing are not contributing to create an inclusive sports arena for some groups in society. Finally, the essay sums up discussing Red Bulls as a brand with its profit interest as a basis for decisions regarding people represented in the marketing.

Ort, förlag, år, upplaga, sidor
2018. , s. 45
Nyckelord [en]
Red Bull, marketing, representation, stereotypes, sports communication, gender
Nationell ämneskategori
Medie- och kommunikationsvetenskap
Identifikatorer
URN: urn:nbn:se:umu:diva-147047OAI: oai:DiVA.org:umu-147047DiVA, id: diva2:1201158
Utbildningsprogram
Programmet för medie- och kommunikationsvetenskap med inriktning mot strategisk kommunikation
Handledare
Examinatorer
Tillgänglig från: 2018-04-25 Skapad: 2018-04-24 Senast uppdaterad: 2018-04-25Bibliografiskt granskad

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