umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
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
Vem får vingar?: En studie om representation i Red Bulls markandsföring av sportevenemang
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Who gets wings? : A study on representation in Red Bull ́s marketing of sports events. (English)
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.

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [en]
Red Bull, marketing, representation, stereotypes, sports communication, gender
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-147047OAI: oai:DiVA.org:umu-147047DiVA, id: diva2:1201158
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-25 Created: 2018-04-24 Last updated: 2018-04-25Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Department of culture and media studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 37 hits
CiteExportLink to record
Permanent link

Direct link
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