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Strong is the new skinny: En kvalitativ studie om hur kvinnor och män framställs i fitnesstidningar.
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Strong is the new skinny : A qualitative study of how women and men get portrayed in fitnessmagazines. (English)
Abstract [en]

The purpose of this study was to identify how the ideal woman and man gets portrayed in thefitness magazines Fitness lifestyle and Fitness for men, and if these two ideals confirm orchallenge the society’s ideals. The study analyses six articles from 2013 from each magazine. Tobe able to analyze the articles texts and images deeply, the qualitative methods critical discourseanalysis and semiotics were used. The theories that the study leaned on to uncover the ideals thatthe magazines portrayed were discourse analysis and gender and power.

The result showed that the ideal woman, that Fitness lifestyle portrayed, challenged the society’sperception of the ideal woman. The male ideal however, that Fitness for men portrayed,confirmed the society’s perception of the ideal man. Both the ideal man and woman wereportrayed as strong and active.

Place, publisher, year, edition, pages
2014. , 36 p.
Keyword [en]
Fitness lifestyle, Fitness for men, ideal, strong, active, gender, power, discourse, image, workout.
Keyword [sv]
Fitness lifestyle, Fitness for men, ideal, stark, aktiv, kön, makt, diskurs, bild, träning
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-88245OAI: diva2:714644
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-05-05 Created: 2014-04-28 Last updated: 2014-05-05Bibliographically approved

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Andersson, Frida
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Department of culture and media studies
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