Submitted thesis is addressing the phenomenon of social exclusion from the gender perspective. Local issues of social exclusion is trying to resolve Central Bohemian town Kralupy nad Vltavou by producing written documents as an instrument to deal with this phenomenon. Documents look into the current situation and possibilities for change in order to achieve gradual elimination of negative effects related to social exclusion in all domains of citizens live, male or female, should they be affected by social exclusion. By using the methodology of critical gender qualitative content analysis Im to find out the way the concerned documents include the subject of gender and what role the gender stereotypes play. In the theoretical section I focus on the field of social work, which is as a discipline, heavily affected by stereotyped gender views and since its origins, faces constant misconceptions of being predominantly female profession. Key words: social exclusion, gender intersection, homelessness, institution, social integration, ethnicity, threat, gender, family, female, male

Gender representation in the horror genre has many interesting discussions surrounding it through multiple perspectives such as psychoanalysis and culture. This article intends to expand the investigation of how female characters are portrayed in horror games. The research on female representation will investigate the potential connections between horror cinema and horror games in the survival horror game Fatal Frame (2001, Koei Tecmo), the first title of a series that is iconic f0r drawing inspiration from Japanese mythology and horror tropes while simultaneously using a large cast of female characters. To gather information about the audience to support the game analysis, an online survey will be released targeting players of the games. Thereafter, recorded, non-commentary footage of the first game, Fatal Frame (2001), will be observed and textually analysed through a framework with data points, based on the background of psychoanalysis, horror cinema, culture, and game theory.

Диссертация посвящена анализу языковых особенностей рекламных текстов для женской аудитории в аспекте их использования для передачи гендерных стереотипов. В качестве материала исследования выбраны слоганы, заголовки и подзаголовки потребительской рекламы. Был произведен многоуровневый языковой анализ современных текстов женской рекламы на русском и английском языках, опубликованных в персонифицированных по гендерному признаку журналах. Отмечаются трансформационные процессы и новые тенденции потребительской рекламы, комментируется их влияние на выбор языковых средств. / The research is devoted to the analysis of the linguistic means of advertising texts for women in terms of their use of gender stereotypes. Slogans, headings and subheadings of consumer advertising were selected as the research material. The research provides a multilevel linguistic analysis of modern Russian and English advertising texts for women which were published in gender-oriented magazines. The transformational processes and new trends in consumer advertising are noted as well as their influence on the choice of language means.

The purpose of this study is to compare the contents, editorials and front covers of Sweden’s oldest girl’s magazine Veckorevyn during two different years, in which the magazine had two very different chief editors. In the year 2000, Emma Hamberg got the job as editor-in-chief for Veckorevyn, with a vision of changing the way the magazine represented young females. She wanted to add a more feminist viewpoint to the magazine, since she felt that Veckorevyn didn’t live up to its claim of being “a girl’s best friend”. Six years later, the famous Swedish fashion editor Ebba von Sydow became editor-in-chief for Veckorevyn, with the intention of making the magazine better, smarter and more fun for young girls. Her ambition was also to add more features about career and affordable fashion, since she felt that those topics were important for young women of today. Since these two editor-in-chiefs wanted to do so different things with Veckorevyn, we found it interesting to try to pinpoint what their differences and similarities as editors-in-chief were and how this was reflected in the magazines. The methods used were quantitative content analysis and qualitative text analysis, together with a comparative analysis between the two annual volumes. We also did interviews with the two former editors-in-chiefs, Emma Hamberg and Ebba von Sydow to get a clearer image of what they wanted to do with the magazine and how well they thought that they reached their goals. As guidelines for the study, we used theories about the survival techniques used by female journalists, feminism, personification, the male gaze and the female gaze. We found that the two versions of Veckorevyn were similar in which subjects they chose to write about. Both versions had a content based mostly on fashion, beauty, and celebrities. However, we found a noticeable difference in how they wrote about these subjects. Other differences were found in how the editorials were written, and in the choice of what kind of people got to appear on the front covers.

Submitted by Luciana Messias Shinoda (luly.shinoda@gmail.com) on 2017-03-20T12:46:55Z No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-03-20T17:50:31Z (GMT) No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) / Made available in DSpace on 2017-03-20T17:52:17Z (GMT). No. of bitstreams: 1 Dissertação Luciana Shinoda_vmpressão2.pdf: 2481324 bytes, checksum: 954e6326029f4e5938ac7645efedb4b6 (MD5) Previous issue date: 2017-03-07 / This study investigates female gender stereotypes in Brazilian printed advertising, understanding advertising as a transmitter of cultural values and beliefs. A content analysis of n = 1208 advertisements published in female, male and general content magazines during the years of 1995, 2005 and 2015 was held. The investigation considered both manifested and latent aspects of the advertisements, analyzing the (1) Physical Characteristics and the (2) Gender Roles of the woman represented and the (3) Subtle Sexism associated to her in the images. These three levels of analysis, together with the Product Category, allowed the identification of thirteen "Patterns of Representation of Female Gender Stereotype in Print Advertising". The study indicates that, during the period of analysis, the gender roles in which women were represented have become wider while the subtle sexism showed a gradual reduction of frequency. Besides, changes on the physical characteristics and associated sexism were observed in each pattern of representation of female gender stereotype. Regarding the physical characteristics, in all three periods of analysis, a dominant physical pattern was observed: white skin, young age and slim/lean body. Therefore, the study highlights the need of wider representations in terms of physical characteristics in Brazilian print advertising. / Este estudo investiga os estereótipos do gênero feminino na propaganda impressa brasileira, entendendo a propaganda como um transmissor de valores e crenças culturais. Para isso, foi realizada uma análise de conteúdo de n = 1208 anúncios veiculados em revistas femininas, masculinas e de conteúdo geral, nos anos de 1995, 2005 e 2015. A investigação considerou uma combinação de aspectos manifestos e latentes presentes na propaganda, analisando (1) Características Físicas e (2) Papéis de Gênero da mulher retratada no anúncio e (3) Sexismo Sutil associado às imagens dos anúncios. Estes três níveis de análise, juntamente às Categorias de Produto identificadas nos anúncios, permitiram identificar treze "Padrões de Representação do Estereótipo do Gênero Feminino na Propaganda". A análise mostrou que, ao longo do período analisado, houve uma ampliação dos Papéis de Gênero em que a mulher é representada na propaganda, assim como uma redução gradual no Sexismo Sutil associado. Além disso, foi possível discutir as mudanças observadas em cada Padrão de Representação do Estereótipo Feminino (considerando características físicas e sexismos). Em relação às Características Físicas, notou-se nos três períodos, um padrão físico dominante na representação da mulher brasileira na propaganda impressa: Cor de Pele Branca, Idade entre Jovem e Adulta e o Tipo Físico entre Magro e Definido. Identifica-se, portanto, a necessidade de representações femininas mais amplas em termos de características físicas na propaganda impressa brasileira.