Denna uppsats undersöker hur diskurser om kropp och skönhet tar sig uttryck i SVT:s tvprogram Kroppshets, samt genom vilka språkliga och visuella element kritiken mot rådande kroppsideal förmedlas i programmet. Intresset har bakgrund i fenomenet kroppsaktivism som har vuxit fram på nätet som motreaktion till kroppshets och kroppsångest. Det saknas kunskap kring hur fenomenet tar sig uttryck i television, och i synnerhet svensk television. Med utgångspunkt i feministisk medieteori och Erving Goffmans teorier om sjalvpresentation görs därför en multimodal kritisk diskursanalys på seriens första avsnitt. Resultatet visar att kroppsdiskursen till störst del tar sig uttryck genom uttrycklig ångest, ilska och negativ kroppsuppfattning. Diskurser om kroppen som instrument dominerar också det språkliga innehållet. Hela avsnittet genomsyras av en dualitet: å ena sidan synliggör den kroppar utanför normerna, å andra finns beaktandet av kvinnokroppen fortfarande kvar.

This student thesis examines what discourses exist within Libresse's advertising for sanitary products and if these have evolved over time. To examine this, two epochs have been selected; the first epoch covers the years 1990 to 2003 and the latter epoch covering 2014 to 2017. The purpose of this study has been to probe whether factors such as new media development and increased involvement in feminist issues can interact with the possible development of Libresse advertising. The purpose has also been to study how the taboo discourse around menstruation is managed by the company as well as if they have changed between the two epochs. The thesis is based on intersectionality and feminist media theory as the theoretical base. In order to answer the study's proposal, the method used was a critical discourse analysis combined with a semiotic analysis. To create a pre-understanding of the subject, the reader starts with a description of the company Libresse, to give examples of how women stereotyped, how feminism has developed over the last decades and what existing discourse there is about menstruation. This is due to a deeper insight into what previous feminist researchers said about advertising and marketing, new media and girls' potential, definition of the third wave feminism, social media and cyber-feminism. The study has been based on these research questions: - Has the discourse in Libresse’s advertising for sanitary products changed over time? - If so, how have these discourses changed and has the development of media and feminism have a significant role? The results show that a change between these epochs can be distinguished. Libresse has adapted their communication techniques to a modern society and the feminist commitment that prevails. The taboo discourse about menstruation still exists within Libresse commercials, but more subtle in the later era. The woman is made in today's commercials in a more positive and beneficial way. Keywords: Libresse, discourse, feminism, menstruation