Change search
ReferencesLink to record
Permanent link

Direct link
Ikeas retuscherade kvinnor: En kvalitativ studie av Ikeas val att retuschera kvinnor i den Saudiska Ikea-katalogen
Umeå University, Faculty of Arts, Department of culture and media studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The airbrushed women of the Ikea catalogue : A qualitative case study of Ikeas choice to airbrush women in the Saudi edition of the Ikea catalogue (English)
Abstract [en]

On the first of October 2012 the media reported that the women in the Ikea catalogue

had been airbrushed in the Saudi edition. Initially the blame was put on either the

Saudi government the Islamic culture or the Saudi franchise. In the end it was

revealed that the Swedish company Inter Ikea Systems had the full responsibility for

Ikeas actions and therefore was the culprit behind the airbrushing. On whose

initiative or why the airbrushing was done the media never found out. These are

answers only Ikea has, although they remain unresponsive to these questions

throughout the news portrayal.

This study methodology uses a qualitative content analysis as framework to further

investigate the news media with support of theoretical perspectives such as media

theory, power relations and cultural differences. Other theoretical themes included in

this case study are gender, hegemony and discourse analysis.

This study therefore investigates how the presentation of news shape and frame news

in the way that they do from the basis of cultural values and power relations. The

study shows that the perspectives we have of other cultures in some way are

preconceptions that is shaped by the media and society. Furthermore the news media

demonstrate within this discourse that discrimination and inequalities are a portrayal

that is easy to apply on others but difficult to criticize within our own culture. With

that said, the construction of the news portrayal and the concept of power relations

will always be dependent on context and cultural values, therefore the news media

portrayal will remain a complex subject.

Place, publisher, year, edition, pages
2013. , 36 p.
Keyword [en]
News media, Ikea, culture, content analysis and power relations
Keyword [sv]
Ikea, nyhetsmedier, maktrelationer, innehållsanalys
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-68454OAI: diva2:617055
Educational program
Programme in Media and Communication Studies: Strategic Communication
Social and Behavioural Science, Law
Available from: 2013-05-02 Created: 2013-04-21 Last updated: 2013-05-02Bibliographically approved

Open Access in DiVA

Ikeas Retuscherade Kvinnor(1228 kB)346 downloads
File information
File name FULLTEXT01.pdfFile size 1228 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Brorsson, Gia
By organisation
Department of culture and media studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 346 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 643 hits
ReferencesLink to record
Permanent link

Direct link