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Ikeas familjer: En semiotisk analys av män, kvinnor och barn i Ikeas katalog 2014
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
Ikea's families : A semiotic analysis of men, women and children in the Ikea Catalogue 2014 (English)
Abstract [en]

The purpose of this study is to see how men, women and children are made ​​in the Ikea 2014 catalog, this from a gender perspective. It will also examine if gender stereotypes are seen and how equal the people in the images is produced.

This essay is studied on the basis of gender theory and theories about stereotypes and how men, women and children are prepared in advertising and commercials. The method that was used during the analysis process was a qualitative semiotic method. The analysis tool that was used from the semiotic method was denotation, connotation and metonymy.

The result of the study shows that the major part of the pictures that was analyzed was gender stereotypical and that a few of the pictures showed some kind of equality between men and women, both between grow ups and children. One of the conclusions that were made is that Ikea, in some, pictures show that equality is something that they think about and that they care about the Swedish opinions when it comes to equality between human beings, as they, Ikea, are a Swedish based company.  

Place, publisher, year, edition, pages
Keyword [en]
Gender, stereotypes, metonymy, equality, men, women, children, Ikea
Keyword [sv]
Kön, stereotyper, metonymer, jämställdhet, män, kvinnor, barn, Ikea
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-86368OAI: diva2:698633
External cooperation
Educational program
Programme in Media and Communication Studies
Available from: 2014-02-24 Created: 2014-02-24 Last updated: 2014-02-24Bibliographically approved

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Ikeas familjer: En semiotisk analys av män, kvinnor och barn i Ikeas katalog 2014(952 kB)435 downloads
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Danielsson, Olivia
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