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När reklamen kliver in i samhällsdebatten: En kvalitativ analys av Åhléns kampanj Bryt klädmaktsordningen
Umeå University, Faculty of Arts, Department of culture and media studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
When advertising steps into the public debate - a qualitative analysis of Åhléns campaign “Break clothing power structure” (English)
Abstract [en]

The purpose of this study is to examine how Åhléns challenge existing gender norms and stereotypes in their campaign Bryt klädmaktsordningen. The study also wish to highlight the reactions that the campaign has received on Åhléns Facebook-page. The theoretical starting point is based on theories concerning representation and stereotypes and specifically how these theories can be seen in the context of advertising campaigns. The concepts of norms and norms criticism has been established and the concept of sex and gender has been discussed within the theoretical framework. Theories of semiotics has also been presented to provide a basis to the two qualitative methods in the study. First, a semiotic picture analysis is used to analyze the visual elements of the material. Then, a thematic text analysis is used to analyze the textual material consisted of comments from the Facebook-page. The result of the semiotic analysis shows that Åhléns challenge gender norms and stereotypes by presenting women and men in contrary to what is expected of them. A part of the result that was found a bit surprising is that the analysis also shows that the presentation is not entirely equitable between the men and women. The result of the thematic text analysis is first categorised into five different themes: “shouts of encouragement”, “keep politics away!”, “threats of boycott”, “great, but…” and “campaign defender”. The result shows that the reactions largely stands for or against Åhléns, this campaign or norm critical advertising. A surprising result was those who both praised and condemned Åhléns or campaign in the same comment. Based on the result, the conclusion is that Åhléns can participate and highlight social problems through their marketing communication and that they have done so by challenging the previling norms in the camaign. The fact that Åhléns has chosen to take a stand on gender norms through this campaign also shows that a norm critical advertising campaign can lead to a community discussion regarding prevailing gender norms. 

Place, publisher, year, edition, pages
2017. , 43 p.
Keyword [en]
Norm, Norm criticism, Stereotypes, Representation, Semiotics, Åhléns, Advertising campaign
Keyword [sv]
Normer, Normkritik, Stereotyper, Representation, Semiotik, Åhléns, Reklamkampanj
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-133492OAI: oai:DiVA.org:umu-133492DiVA: diva2:1088021
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2017-04-18 Created: 2017-04-10 Last updated: 2017-04-18Bibliographically approved

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Department of culture and media studies
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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