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Towards criminalization of gender discriminatory advertisements: Deconstructing visual material resulting in violence and misogyny
Umeå University, Faculty of Social Sciences, Department of Law. Umeå University, Faculty of Social Sciences, Umeå Forum for Studies on Law and Society.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Sweden lacks legislation against gender discrimination in advertising considered to be a hate crime. This thesis challenges the limits of law in order to highlight the lack of “gender reasons” in legal articles, by analysing possible links between ‘images that speak’ and law. The study concerns semiotic visual rhetoric image analysis of direct marketing advertisement employing a deconstructive approach from a post-structural gender perspective. The theoretic frame approaches subject constructions, power and performativity (Foucault 1978, 1982; Butler 1988, 1995). Delving in how advertiser companies construct the concept of (specific) ‘women’ in Sweden, and how this affects them in society in regard to gender equality, discrimination, violence, rape, hate and misogyny, the analysis shows how certain ads might induce to hateful and criminal behaviour against a particular group of women on the basis of sex, gender, age and ethnicity, through how they construct subjects by ‘what these say and how it means’ in advertising visual form. Taking a position on understanding the interpretation and use of legal principles towards transformative, anti-discrimination and prohibition or criminalisation of actions with the aim to achieve gender equality, the study concludes that misogynist advertisements should be contextualized to serve as another perspective into the criminalization of messages of discrimination, sexism, violence and hate against women based on gender prejudice under what the Swedish Law describes as hate crime.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Advertisement, discrimination, equality, gender, hate, law, misogyny, semiotics, socio-legal, violence.
National Category
Law and Society
Identifiers
URN: urn:nbn:se:umu:diva-151013OAI: oai:DiVA.org:umu-151013DiVA, id: diva2:1241115
Educational program
Master's Programme in Law, Gender and Society
Available from: 2018-08-24 Created: 2018-08-22 Last updated: 2018-08-24Bibliographically approved

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CiteExportLink to record
Permanent link

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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