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The purpose of this study is to examine, based on a qualitative semiotic image analysis, how feminist aspects are used by companies for commercial purposes. The starting point for the study is a critical feminist perspective with a theoretical background in the complex discussions about postfeminism, commodified feminism, femwashing and femvertising. Of which an in-depth study of postfeminist discussions of individualism, girl power and empowerment. The study will examine the razor blade company Estrid's two campaigns: Shave and misbehave (2019) and Save. Shave. Whatever (2020). The aim of the study is that in a tripartite analysis consisting of; body hair, shaving and the environment show how today's neoliberal society often uses political and social issues for a capitalist and commercial purpose. Based on the campaigns, analyze how Estrid portrays women, body hair and feminism in relation to their products. The result that emerged from the analysis showed that Estrid strives to break stereotypes and express feminist values within its brand strategy. This is because it repeatedly shows normalization around body hair. The conclusion also showed that as a brand, it is difficult to produce a genuine brand strategy, with feminsit values. Estrid's focus on feminist statements in their campaigns is influenced by postfeminist discussions, with messages such as individualism and empowerment, where new expectations of women are created instead of focusing on criticizing gender structural inequalities.

Uppsatsen All makt åt Estrid, vår befriare - En kvalitativ textanalys av Estrids varumärkesidentitet undersöker företaget Estrids marknadsföring. Analysen har genomförts med hjälp av en kvalitativ textanalys, med fokus på semiotik och retorik. De marknadsföringskanaler vi valt att titta närmare på är Estrids officiella hemsida samt Instagram-konto. Studien ämnar att undersöka företagets varumärkesidentitet, detta utifrån marknadsföring av Estrids huvudsakliga produkt samt se hur denna förhåller sig till företagets värderingar och vision samt feminina normer.   Vårt empiriska material består av två texter från företagets Om oss sida samt sex stycken inlägg från deras Instagram-konto, för att analysera materialet använder vi oss bland annat av semiotiska verktyg samt retorik- och argumentationsanalys. För att uppfylla syftet har vi utgått från en huvudsaklig frågeställning; Vad har Estrid för varumärkesidentitet och på vilket sätt presenteras den i företagets marknadsföring? Vårt teoretiska ramverk består bland annat av varumärkesteori, konsumentens användning av varumärken för att uttrycka sin identitet samt genusteori och stereotyper. Att använda sig av politiskt betonade frågor i sin marknadsföring ser vi hos ett flertal företag. Estrid pratar om kvinnor och deras rätt till sin egen kropp. Men hur fungerar det när de problem man säger att man vill lösa också är anledningen till att företaget existerar och går med vinst? Vi kan se hur Estrid säger emot sig själva i en och samma text, samt se hur lätt det är för företag att använda sig av fina ord utan att gå djupare in i vad det innebär i praktiken. När företaget har en chans att lyfta och diskutera en viss problematik menar man istället att det inte längre finns något problem tack vare företagets existens. Vad blir resultatet av detta? Det vi i vår uppsats kommit fram till sammanfattas relativt bra i en kommentar på Estrids facebooksida; “[...] Bara vi är överens om att om alla var tillfreds med sina great pair of hairy legs, bushy toes or fluffy armpits, så hade ni gått i konkurs. Så bäst för er att vissa fortsätter känna pressen [...]” (Facebook, 2020). / The essay All power to Estrid, our liberator - A qualitative text analysis of Estrid´s brand identity examines Estrids marketing. The analysis has been carried out by a qualitative text analysis where we focus on semiotics and rhetoric. The marketing channels that we have chosen to take a closer look at are Estrid´s official website and Instagram account. The study intends to examine the company's brand identity, based on Estrid´s marketing of their main product and observe how this portrays the company's vision and values as well as feminine norms. The empirical material consists of two texts from Estrid´s About us page and six posts from their Instagram account. To analyze the material we have, among other things, used semiotic tools as well as rhetoric and argumentation analysis. In order to fulfill the essay's purpose it is based on the following question; What is Estrid brand identity and in what way is it presented in the company's marketing? Our theoretical framework includes brand theory, the consumers use of brands to express their identity as well as gender theory and stereotypes.  We can see how a number of companies use politically emphasized issues in their marketing. Estrid for an example talks about women and their right to their own body. But how does it work when the problem you want to solve is the reason why the company can exist as well as make a profit out of it. We can see how Estrid talks against itself in one and the same text as well as how easy it is for companies to use pretty words without going deeper into what it means in practice. The company has a chance to raise awareness and discuss a certain issue, but instead they mean that there is no longer a problem thanks to the company's existence. What will this result in? What we have come to in our essay is summarized relatively well by a comment on Estrid’s Facebook page; “[...] Only if we agree that if everyone was happy with their great pair of hairy legs, bushy toes or fluffy armpits, you would have gone bankrupt. So best for you that some continue to feel the pressure[...]” (Facebook, 2020). The quote is translated from Swedish to English.

京都大学 / 新制・課程博士 / 博士(医学) / 甲第24091号 / 医博第4867号 / 新制||医||1059(附属図書館) / 京都大学大学院医学研究科医学専攻 / (主査)教授 林 康紀, 教授 髙橋 良輔, 教授 渡邉 大 / 学位規則第4条第1項該当 / Doctor of Medical Science / Kyoto University / DFAM

<p>Carbon and nitrogen isotope values in sequential segments of human hair keratin provide an archive of temporal fluctuations in isotopic composition close to the time of an individual’s death. By combining stable isotope analysis with a microscopic examination of hair, this thesis explores health status prior to the death of early settlers from St. Thomas’ Anglican Church cemetery in Belleville, Ontario (1821-1874). The purpose of this thesis is to determine if there is a consistent difference in carbon and nitrogen isotopic signatures along sequentially segmented hair in individuals who have observable pathological conditions versus individuals who display no osteological evidence of pathology. Elevated nitrogen values can be associated with physiological stressors such as chronic illness, infection, or injury that affect an individual’s metabolic state. Elevated nitrogen values represent a recycling of nitrogen derived from the breakdown of existing proteins in the body and subsequent tissue repair. Results from 10 individuals indicate that δ¹⁵N values increase greater than 1‰ if an individual was suffering from a pathological condition (e.g., periostitis) or decrease by 1‰ if an individual was possibly pregnant, while δ¹³C values remained relatively constant. The variability in nitrogen values over 1‰, coinciding with less change in δ¹³C values, may be indicative of physiological stress. These results suggest that δ¹⁵N values are not only useful for studying diet, but may also be used as indicators of physiological stress.</p> / Master of Arts (MA)