Uppsatsen undersöker hur man kan arbeta med kommunikation och genusfrågor i ett modesammanhang, vilken respons och effekt kommunikationen kan leda till samt om denna kommunikation kan bidra med konkurrensfördelar hos modeföretag. I arbetet undersöks hur ett modeföretag arbetar med genusfrågor och genusorienterad kommunikation samt vilken respons kommunikationen kan få, med fokus på den kvinnliga konsumenten som mottagare på marknaden. Många företag arbetar idag med kampanjer och kollektioner som fokuserar på genusfrågor och att försöka bryta stereotypiska uppfattningar kring manligt och kvinnligt på modemarknaden. Som metod för undersökningen har intervjuer med kommunikationsansvarig på Åhlens utförts. Åhlens är ett modeföretag som arbetar med att utmana könsstereotyper och normer kring genus i sin kommunikation. Därtill har även en butiksobservation genomförts för att undersöka huruvida Åhlélns grundvärderingar inom området når ut till butik och hur de utövas av butikspersonal. Även en enkätundersökning med fokus på genusorienterad kommunikation har använts för att undersöka kvinnliga konsumenters respons på marknaden. Kommunikationsprocessen används som teoretisk modell samt som en grund i arbetet där man ser modeföretaget som sändare av ett budskap och konsumenten som mottagaren, där det ideala är att målgruppens uppfattningar om företagets budskap stämmer överens med företagets egna uppfattningar kring kommunikation. Ytterligare teorier som har använts är en övergripande genusteori samt modellen om identitet, profil och image som beskriver ett företags uppfattade värderingar. De två teoretiska modellerna samt genusteorin har som syfte att väva samman genus och kommunikation samt att undersöka hur dessa två begrepp kan skapa konkurrensfördelar på marknaden. Resultatet beskriver att det finns en problematik i att använda sig av en genusorienterad marknadskommunikation som framförallt beror på starkt inbäddade kulturella värderingar kring könsstereotyper och genus i modesammanhang. Samtidigt visar resultatet och analysen av undersökningen att det finns en positiv inställning till kommunikation som utmanar könsstereotyperna på marknaden och att konkurrensfördelar kan nås om genomförandet av genusorienterad kommunikation överensstämmer med de befintliga värderingar som finns om modeföretaget hos konsumenten. / The essay investigates how to work with communication and gender issues in a fashion context, what response and effect this communication can contribute to, and whether the communication can in turn lead to a competitive advantage with fashion companies. The work examines how a fashion company can work specifically with gender issues and what response communication can get on the market, in our work, with focus on female consumers. Many companies today work with campaigns and collections that focus on gender issues and try to break stereotypical perceptions of male and female in the fashion market. Two interviews with a communication officer at Åhlens, a fashion company that focuses on challenging gender stereotypes and norms about gender in their communication strategy, has been performed for our investigation. In addition, we have also performed observations instore to find out whether Åhlens’s core values in the area are visible in their stores and how they are exercised by store personnel. We have also performed a survey that focuses on gender-orientated communication to investigate the market response from a female consumer perspective. The communication process is used as a basis in the work where the fashion company is viewed as a sender of a message and the consumer is the recipient, where it is ideal that the consumer's perceptions of the company's message are in line with the company's own perceptions of communication. We have also applied an overall gender theory as well as a model of identity, profile and image that describes the perceived values within a company. The two theoretical models and the gender theory aim to interweave gender and communication as well as to examine how these two concepts can create competitive advantages in the marketplace. The result describes a problem in using gender-orientated marketing communication, which is mainly due to strongly embedded cultural values and norms about gender stereotypes and gender in a fashion context. Our result and analysis also shows a positive attitude towards communication that challenges the gender stereotypes, and that competitive advantages can be achieved if the implementation of gender-orientated communication complies with the existing values of the fashion company that the consumer holds.

This study explores a link between "stereotype vulnerability" and the documented under performance of African American students on standardized tests. The subjects were 41 third grade African American students matched according to language arts grades with 41 third grade Anglo students. The students were from predominately middle class suburban schools, with similar educational experiences. The data suggest that third grade African American and Anglo students from predominately middle class schools, with approximately equivalent language arts grades and similar educational experiences, will score comparably to one another regardless of testing conditions. The data also suggest that this sample of third grade students are confident in their academic ability and are not affected by negative stereotyping.

Le but de cette recherche est d’analyser le développement de certaines représentations de l’allogène en Roumanie et spécialement l’image du juif. 1900 est une année qui marque le début d’un forte vague d’émigration vers l’Europe occidentale et l’Amérique, en provoquant la diminution d’un tiers de la communauté juive de la Roumanie. Pour l’espace roumain, la réalisation de l’Union de 1918 modifie l’image des minorités. Du mépris des années 1900 on passe à la violence des années 1940, érigée en politique de l’état. Le courant de la représentation des allogènes est soumis à la règle de la revalorisation de la mythologie précédente et de « recyclage » de certains clichés (qu’ils soient verbaux etgraphiques), en s’adaptant aux nécessités explicatives de l’époque. En tenant compte des divers types de périodiques nationalistes roumains parus entre 1900 et 1940, on peut observer les indices visibles d’un antisémitisme promu de manière constante à différents niveaux et par des modèles argumentatifs variés. Dans cette période, le courant nationaliste de l’espace roumain est hétérogène du point de vue de l’esprit, du discours et du fonctionnement. La presse fournit un témoignage de plus sur la richesse argumentative des journalistes dont le dénominateur communest la construction symbolique de la Nation. / The purpose of this thesis is to analyze the development of certain representations of minorities in modern Romania, and especially those of the Jews. 1900 marks the start of a powerful migration towards Western Europe and the United States of America, resulting in the loss of almost a third of the Jewish community of the Romanian territories. The realization of the national unity (1918) modifies the image of ethnical and religious minorities. The political changes cause the generalization of the denigrator system used to designate the Jew as the “intruder”. The hostility of the 1900’s develops into violence as politics of the state towards the 1940’s. The representations of the “others” is subjected to the rule of the revalorization of themythology already existent and to the “recycling” of certain stereotypes (presented through text and image). By considering the different types of Romanian nationalistic (but not only) periodicals created between 1900 and 1940, we can trace the visible markings of anti-Semitism. This was increasingly used at different levels and supported by various measures, including a huge propaganda. Romanian nationalism was a heterogeneous one, from the perspective of the state of mind of it promoters, of the discourse and functioning. The printed press is a testifier of the richness of the argumentation used byjournalists whose only common goal was the symbolic construct of the ethnocentric Nation.

Muslim women are misrepresented through frames and stereotypes that the media uses to further an established narrative. Through a Critical Discourse Analysis, the study analyzes three liberal-nonpartisan Italian newspapers and their approach towards two themes, which are the burkini debate that occurred in late August 2016 and the analysis of three different Muslim women within the Italian society. The study concludes that Muslim women are negatively framed through the usage of a discourse that stereotypes them and constructively misrepresents their reality.

M.Ed. (Multiculturalism and Education) / When this special school opened its doors to all races in 1995, it was the first time this exclusively white school was confronted with racial conflict. Both teachers and pupils found themselves in a situation totally new to them. This led the researcher to question whether exposure of groups would, over a period oftime, reduce prejudice and stereotyping. The literature pertains that social contact between members of different racial and ethnic groups as a method of reducing tension is beset with a great many problems. Under certain conditions social contact can increase tension rather than reduce it. According to some studies done in South Africa contact between whites and blacks have had no effect on reducing negative stereotypes and prejudice and in many cases contact between these groups has increased stereotyping and . prejudice. The findings of this study indicate that at this school exposure between children of different racial groups led to an improvement in tolerance and acceptance of one another. The findings also indicate that inter group relations did not improve. The children formed homogeneous groups and kept their social distance. A recommendation for further research is that research should be focused on the problems of inter group relations between pupils at schools.

The purpose of this qualitative case study is to determine the extent to which an Afrikaans language textbook series acted as a change agent in terms of racial representation on the eve of democracy in South Africa. Data sources for the content analysis are press reports, parliamentary records and interviews with the publisher, the authors and leading academics. The contextualisation includes an explanation of how the authors of the Ruimland series were the first to intentionally break away from the apartheid perspective. The literature study comprises an explication of the master symbol model which serves as theoretical framework for this study. Influential issues in the literature on textbooks, representation, language and identity are also described. The main focus is on the three master symbols relevant to the study, which are presented as indicators of racial stereotyping, viz. the exclusivity and isolation of the in-group, appropriation and generalising and simplifying. These indicators are utilised as measurable norms in the analysis of racial representation. Counter-indicators obtained from the data are used to increase the reliability of the analysis. Traces of stereotyping regarding all the indicators and counter-indicators were found in the data. The findings show that master symbols are evident in the data, but that the series also incorporates counter-symbols directed toward a post-apartheid society. The concluding chapters suggests that the series could have been an early signal of a paradigm shift in Afrikaner ranks toward democracy in South Africa. / Dissertation (MEd (Educational Psychology))--University of Pretoria, 2006. / Educational Psychology / unrestricted

The study takes an in-depth look at eight novels by white South African authors in which the main characters are black. The novels that were studied fell into two main categories, those that highlight (although not always to the same extent) the differences between white and black people and those in which the author takes care to depict the black main character as ‘a person just like any other’, or in which the emphasis is on the similarities between people regardless of race. The novels in the first category can be divided into purely fictional works on the one hand (Toiings (1934), Cry, the Beloved Country (1948) and Swart Pelgrim (1952)) and novels based on historical facts (Die Swerfjare van Poppie Nongena (1978) and Bidsprinkaan (2005)) on the other. In the fictional novels in this category, which are also the oldest/earliest of the selected novels, the narrator patronises the black main character, who is seen as naïve and in some cases at the mercy of baser urges. The researcher shows, however, that the intent of the authors was to gain the reader’s empathy for and understanding of the plight of the black character and, by implication, of black people in general. This applies regardless of whether the novel had an explicit political theme (e.g. Cry, the Beloved Country) or not (e.g. Toiings). The novels in the second category, i.e. those in which black characters are portrayed as not substantively different from white characters (Kennis van die Aand (1973), Proteus (2002) and Lerato (unpublished, 2011) also include novels in which the main theme is a political one (Kennis van die Aand) and those in which political issues are not central to the plot (Proteus) or in which there is hardly any reference to political issues at all (Lerato). The outcomes of the study show that the intention of the authors of the studied novels in the pre-apartheid era was to promote understanding and reconciliation and not to strengthen divisive stereotypes. While this cannot be measured in empirical terms, anecdotal evidence suggests that literature does contribute to social change, albeit in an indirect manner. Despite the harsh criticism (particularly from black authors and scholars) of the practice by white authors to make use of black main characters, it can be argued that, within the South African context, such novels have played a role in achieving mutual understanding and reconciliation. There is a notable shift in the post-apartheid novels. Rather than pleading the case of the black main character with the white audience, Meyer (2002) and Homann (2011) portray their black main characters as equal players in a diverse society. If literature is seen as a reflection of society, this is an encouraging sign that South Africa has substantively moved on from apartheid. / Dissertation (MA)--University of Pretoria, 2011. / Afrikaans / unrestricted

This thesis is focused on the woman's role in present-day society. Theoretical part is about woman's role from legal point of view, historical context and current perspective within education, work and family. Empirical part is represented by the research which goal is to find out the attitude to woman's role in family and in work area and discovery of functional gender sterotypes in society mainly froma men and women's point of view and also according to the education and age groups.

The aim of this study is to investigate stereotypical gender roles in ten fiction-related chapter books for children and young adults from a gender perspective. The selection of fictions has been made randomly from the decades of the 1940s, 1970s, 1990s and 2010s, of which nine books are from the three later decades, three from each decade, and one from the 1940s. The book from the 1940s, Fem söker en skatt, has together with research on gender and stereotypical gender roles in children's and youth literature, worked as a guideline on stereotypical gender roles. The study shows that characters following the stereotypical gender roles are getting fewer and fewer over the years, and that it is of the utmost importance to discuss gender equality from an early age. Here, teachers have an important role to strengthen children and young adult's awareness and acceptance for all human being's own worth. / Syftet med den här studien är att ur ett genusperspektiv undersöka stereotypa könsroller i tio skönlitterära kapitelböcker för barn och unga. Urvalet av skönlitteratur har gjorts slumpmässigt utifrån årtiondena 1940-, 1970-, 1990- samt 2010-talet varav tre böcker är från vardera av de tre senare årtiondena, och en från 1940-talet. Boken från 1940-talet, Fem söker en skatt, har tillsammans med forskning kring genus och stereotypa könsroller i barn- och ungdomslitteratur fungerat som en ledstjärna kring stereotypa könsroller. Studien visar på att karaktärer som följer stereotypa könsroller blir färre och färre med åren, samt att det är av högsta vikt att diskutera jämställdhet mellan könen redan från tidig ålder. Här har lärarna en viktig roll för att stärka barn och ungas medvetenhet och acceptans för alla människors egenvärde.

The aim of the master's thesis is to describe male and female identity in today's society. The first chapter includes basic expressions connected with key terms gender and gender stereotypes. This thesis is focusing on equality of genders and the enshrinement of equality rights in law. This thesis also includes the analysis of the current status of women in the European Union based on data from the Eurobarometer and the Czech Statistical Office survey. The aim of the graduation thesis is to analyse the perception of men and women in today's society, to determine how strongly are stereotypical perceptions rooted in society, how is perceived the equality of men and women in labour market and how opinions on this issue differ among Czech Republic citizens and among European Union citizens.