This diploma work deals with gender and gender stereotypes in the media, in particular in television advertisements. The thesis is written in German and is conceived as theoretical and empirical. The core of this diploma work is both centered around language and content analysis of the TV commercials in Czech and German language. An important part of this work is a cd, which contains all of the analyzed commercials. The aim of this thesis is to find out in which roles women and men are presented in the commercials. On the basis of the analyzed TV commercials it will be determined whether the gender stereotypes in commercials are strengthened or whether the TV commercials are gender-correct.

Könsstereotyper är något som finns i alla kulturer och påverkar både män ochkvinnor redan från barnsben. Inte minst musikindustrin kantas avkönsstereotyper som gör sig synliga i allt från låttexter till musikvideor. Menmycket lite tycks vara skrivet om hur artister framställs på sina skivomslag medkönsstereotyper som utgångspunkt.Syftet med föreliggande studie var därför att analysera och jämföra skivomslagför kvinnliga och manliga artister för att identifiera vad som skiljer dem åt, medvikt på vilka könsstereotyper som förekommer. Syftet var även att se om någonförändring har skett med tiden vad gäller utformningen av skivomslag samtundersöka hur eventuella könsstereotyper tar sig uttryck i olika kulturer ochgenrer.En visuell innehållsanalys gjordes på 100 skivomslag, hälften utgivna2006/2007 och andra hälften utgivna 2016/2017. Hälften av omslagen från varjeår var för kvinnliga respektive manliga artister.Resultatet visade att en del av de könsstereotyper som är vanliga vidfotograferandet av män och kvinnor även förekom på skivomslag. Men på endel punkter frångick omslagen traditionella könsstereotyper. Resultatet visadeäven att förekomsten av stereotyper har förändrats en del under tioårsperioden.En del skillnader kunde också identifieras vid en jämförelse av amerikanska ochsvenska artister, samt vid en jämförelse av olika genrer.Slutsatserna som kunde dras utifrån studiens resultat var att det finns skillnaderi hur manliga och kvinnliga artister porträtteras på sina skivomslag. Menskivomslagsbilder avviker en del från de stereotyper som gör sig synliga i andrasammanhang när män och kvinnor fotograferas. / Gender stereotypes exists in all cultures and affects both men and women froman early age. The music industry is not an exception and stereotypes can be seenand heard in everything from lyrics to music videos. However, very little seemsto be written about gender stereotypes on album covers.Therefore, the purpose of this study was to analyze and compare how albumcovers for female and male artists differ, with focus on gender stereotypes. Thepurpose was also to examine whether a change over time have occurred when itcomes to gender stereotypes present on album covers. Additionally, this studyexamined how gender stereotypes takes form in different cultures and genres.A visual analyze were made on 100 album covers. Half of them were releasedin 2006/2007 and the other half was released in 2016/2017. The number of maleand female artist were equally divided across the different years.The result showed that some of the gender stereotypes that normally occurwhen males and females are photographed, also occurred on album covers.Other gender stereotypes were uncommon on album covers. Some changescould be seen over the ten-year period. Moreover, the result showed somedifferences when comparing Swedish and American artists’ album covers, andwhen comparing different genres.The conclusions that could be drawn from the result was that there aredifferences in how male and female artists are portrayed on their album covers.However, album cover pictures differ to a certain extent from how males andfemales are photographed in other situations.

The thesis analyzes differences in perception of social work between men and women. It does so on the basis of Encyclopedia of Social Work. The individual chapters of the book are explored within the framework of several current definitions of social work, and two separate conclusions are made for each of them. The first always sums up the way the Encyclopedia treats the subject in and of itself. The second adds a gender perspective and addresses the discrepancies between male and female understanding of the problem. The meaning of contrasts between the individual results is then interpreted in the context of gender and social work as a whole.

Syftet med studien var att undersöka om det finns några skillnader mellan kvinnor och män i vilka genusbetingade objekt de memorerar, jämfört med vad de uppmärksammar. Detta utifrån hypotesen att kvinnor memorerar och ägnar mer uppmärksamhet åt fler stereotypiskt kvinnliga objekt då de kvinnliga objekten är mer kongruenta med hennes självbild, och vice versa. Hypotesen testades experimentellt med ett visuellt minnestest baserat på genusstereotyper. I experimentet deltog 24 försökspersoner. Resultatet analyserades med tvåvägs mixad ANOVA i SPSS och eftertest gjordes med parade t-test. Försökspersonernas uppmärksamhet på objekten studerades med hjälp av eye tracking. Resultatet visade på en signifikant interaktion mellan kön och vilka genusbetingade objekt personerna uppmärksammade. Kvinnor ägnade alltså mer uppmärksamhet åt stereotypt kvinnliga objekt, och män åt manliga. Ingen signifikant interaktion kunde däremot urskiljas i minnestestet. Både kvinnor och män tenderade att återge manliga objekt i högre utsträckning, vilket saknar stöd i den presenterade teorin. Eftertest visade att enbart män ägnade signifikant mer uppmärksamhet åt manliga objekt. Bristen på försökspersoner ansågs vara den främsta anledningen till avsaknaden av genomgående signifikant resultat vid mätningen av uppmärksamhet. / The aim of this study was to examine prospective differences between females and males in which gendered objects they memorize, compared to which objects they pay attention to. The hypothesis was that women tend to memorize and pay more attention to stereotypically female objects since these are more congruent with her self-image, and vice versa. The hypothesis was tested experimentally, with a visual memory test containing gendered objects. Twenty-four subjects participated in the study, and the result was analyzed using two-way mixed ANOVA in SPSS. Eye tracking was adopted to measure the participants’ focused attention. Post hoc analysis was conducted using paired samples t-tests. The results showed a significant interaction between sex and which gendered objects were paid attention to. Women thus tended to pay more attention to stereotypically feminine objects, and men to masculine ones. No significant interaction could be discerned in the memory test, however. Both men and women tended to recall more masculine objects, a find which lacks explanation in the presented theory. Post hoc tests showed that only men paid significantly more attention to masculine objects. The low number of participants was considered the main reason for the absence of consistently significant results when measuring attention.

The thesis focuses on representation of gender inequality in Czech lifestyle magazines for men. The main research question explores the ways in which men's magazines represent the issues of gender inequality. The research method used in this thesis is qualitative content analysis by Anselm Strauss and Juliet Corbin. The sample contains selected articles from Czech versions of the men's magazines Maxim and Esquire, covering all of 2016. The open coding process enabled labeling of the analyzed phenomena, discovering the prominent categories and their dimensions. Axial coding resulted in the reorganization of the categories, which emerged during open coding, by exploring the relationships between the categories and making connections between them. Selective coding identified the central phenomenon of the research. Male Dominance emerged as the core category, integrating the other categories - Manifestations of Gender Inequality, Men's Fear of Gender Equality and Partial Refutation of the Masculine Perspective - around the central phenomenon. The theories used as the sources of the enhancement of theoretical sensitivity are explored and presented in the theoretical part of this thesis. The research concludes that the analyzed lifestyle magazines for men spread negative gender stereotypes and...

The thesis deals with gender analysis of New exercise book of the German grammar by Doris Dusilova et. al. The first chapter introduces basic sociological terminology. In the second chapter, gender stereotypic verbal expressions are discussed. The theoretical part of the thesis is concluded with the discussion on gender problematic in educational environment and with the compilation of basic rules for gender-aware teaching. The thesis provides a detailed analysis of diverse life situations focusing on the feminin/masculine standpoint. Among others, professional life, household care, free-time activities and appearance loci are investigated. Practical part of the thesis features a questionnaire adopted in a survey of several elementary schools and secondary schools. The survey was designed in order to validate whether the understanding of common social situations reflects gender-stereotypic beliefs. Finally, the summary of conclusions is provided, derived from the survey and situation analysis.

This thesis deals with gender stereotypes in media. It is divided into two parts, one of which {--} a theoretical part {--} presents several theorethical concepts of gender in advertisement and media by some experts like Erving Goffman, Judith Williamson or Libora Oates-Indruchová. This part deals also with problems of media education and opportunities for realization of practical exercises as far as gender is concerned. The second part of this thesis is created for a practical purposes. It consists of seven practical activities focused on gender stereotypes in media which can be used at primary school as a schoolwork. A practical exercises aims to extand a students` knowledge of gender stereotypes which are presentated in media and at the same time find out how these stereotypes are percieved. At the end of the second part is described a feed-back which will be gained at the primary school Bezdrevská in České Budějovice.

In this study the researcher explores the career adaptability needs of a young woman in Swaziland. The study is driven by the work of Hackett and Betz (1981) and the Career Counselling Approach of Savickas (1993, 1997,&2009). Hackett and Betz (1981) postulate that women’s career development is hindered largely as a result of socialization experiences. A number of academics and practitioners assert that career adaptability is a key competency for career success (Hartung; Hirschi, 2009; O’Connell, McNeely&Hall 2008), hence the focus in this study on career adaptability through a qualitative research approach employing a case study design. In a bid to yield an up to date and inclusive personality and career profile of the participant, the following data collection techniques were utilised: Career Adaptability Questionnaire, career-story interview, semi-structured follow-up interviews, Rothwell-Miller Interest Blank, Myers-Briggs Type Indicator, Career Interest Profile, Values Scales, observations and a researcher journal. The results were then be analysed and interpreted quantitatively and QUALITATIVELY. Swaziland has established her own rules based on widely accepted and held values, beliefs and meanings (Daly, 2001). These views, beliefs and meanings have a strong influence on women’s place in society and in the workplace. In fact, a number of interrelated factors influence the way in which Swazi women are treated in Swaziland. Given this long-standing heritage, Swazi society has become accustomed to male control and decision making over family, traditional and societal issues (Daly, 2001). The research includes recommendations for career counselling practice and training as well as research and policy development appropriate to the cultural context of Swaziland that in many respects typifies most developing Africa countries. / Dissertation (MEd)--University of Pretoria, 2012. / Educational Psychology / unrestricted

Background: The portrayal of men and women in various contexts and genderedrelated research is a field of interest that has been extensively dealt with for more than three decades. Still, an acknowledgement of the “truth” is far from being attained. In marketing, the power of storytelling has revolutionized the way stories are used in business practice. This research focus on gender differences in marketing by adding storytelling as a parameter. Purpose: This thesis was conducted to investigate if men and women's perceptions differ in terms of decoding elements in a story. The purpose was answered by two research questions: (1) Do men and women’s perceptions differ in terms of decoding a message or theme in storytelling? (2) If so, what elements plays major roles? Method: This thesis takes on a triangulation method and uses an interpretivist research paradigm with a deductive research approach to explore the purpose. This was a qualitative study where primary data was collected using two qualitative research methods, and secondary data from peer-reviewed articles containing relevant theories to this research. Conclusion: The conclusion is made that if marketers aims to target women, they should focus to create a highly emotional story that contains sentimental elements and shows the importance of family, relationships and love. If they want to target the male audience, they should focus on creating a story that includes a character that is distinctly portrayed as a hero, information is told clearly and straight away where the males easily can identify the mission and, also emphasize statistics and status.

This thesis deals with male and female identity in contemporary society, with narrower focus on its presentation in television commercials. The aim of the work is the realization of content analysis, aiming at depicting the characters of men and women in television commercials. Theoretical part of the thesis consists of four chapters. The first chapter describes the general theoretical basis of this thesis. The second and third chapter deals with the specifics of male and female identity. The fourth chapter describes the research method of content analysis and presents the objectives and research hypotheses. The analytical part of the work examines the representation of men and women in television commercials at two levels - at the level of main characters, and at the level of commercials. The final part of the analytical part interprets the research results of analysis.