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<p>ABSTRACT</p><p>Purpose/Aim: This essay aims to investigate what picture (obvious and hidden) of men and womens equality in our society that is to be found on DN Debatt.</p><p>Material/Method: The material consists of 175 articles from DN Debatt during 2004. A content analysis and a rethoric analysis has then been used as a method of analysing the material.</p><p>Main results: Men are much more represented on DN Debatt then women. The underlying picture of men and women that is presented sees men as being the ones who are in charge of all the important and “big” decisions and questions in our society. Women on the other hand are pictured as, although they have reached higher positions in society, the ones who to a high degree focus on closer and more socially important issues. The investigation has found much support of Yvonne Hirdmans theories of the gender system.</p><p>Keywords: Dagens Nyheter, DN Debatt, Gender, Gender Images, Media</p>

ABSTRACT Purpose/Aim: This essay aims to investigate what picture (obvious and hidden) of men and womens equality in our society that is to be found on DN Debatt. Material/Method: The material consists of 175 articles from DN Debatt during 2004. A content analysis and a rethoric analysis has then been used as a method of analysing the material. Main results: Men are much more represented on DN Debatt then women. The underlying picture of men and women that is presented sees men as being the ones who are in charge of all the important and “big” decisions and questions in our society. Women on the other hand are pictured as, although they have reached higher positions in society, the ones who to a high degree focus on closer and more socially important issues. The investigation has found much support of Yvonne Hirdmans theories of the gender system. Keywords: Dagens Nyheter, DN Debatt, Gender, Gender Images, Media

This study re-evaluates the Consciousness Scale originally formulated by Pingree et al. in 1976. The element of assumed power was added to the Consciousness Scale, which was then used to evaluate 516 magazine advertisements from 1999 to determine if the Consciousness Scale still accurately evaluates sexism in media. A set of advertisements was culled which had contradictory Consciousness Scale and power ratings. The set was evaluated, revealing common themes, which created difficulty in coding these modern images. The study revealed that while the Consciousness Scale can still provide a valuable tool in evaluating media images, the change in the social dynamic of women as well as minorities and how advertisers portray them must be taken into account. The element of power as well as a more nuanced reading of each level of the Consciousness Scale creates a more modern and complex evaluation of gender images in the media.

The master's thesis consists of an introduction, two chapters, conclusions, a list of references (82 sources) and an annex including the blank forms of the applied methods. The volume of the master`s thesis is 169 pages. The introduction reveals the relevance of the chosen research problem, the level of development of the problematics; the objective and the tasks of the study are set, the subject matter and the scope of the research are determined, the basic and additional hypotheses. The first chapter includes a review of foreign and domestic literature on the research topic. Discusses the influence of the cartoon, as the product of the mass media on children, special attention is paid to the influence of gender images and aggressive scenes of violence in cartoons on children of preschool and younger school age. Conclusions on the first chapter are the results of the study of theoretical material. The second chapter is devoted to the empirical part of the study. It includes a description of the organization and methods of the study, as well as the results obtained due to the applied methods. Тhe chapter presents the results of a study of preference of cartoons carried out on a sample of 250 children aged 7 to 10 years. For empirical research were used to develop a questionnaire and a modified drawing methods "My favorite hero of the cartoon". The assumption that children at younger school age prefer the cartoons which aren't corresponding to their age is confirmed. The assumption about the preferences of the cartoons in the Junior school age is concretized. The findings of Chapter 2 are the main results of the empirical study. In the conclusion, brief results of the theoretical and empirical parts of the work are presented, as well as conclusions on the hypotheses. The practical significance of the study is substantiated and possible prospects for further development of the problematics are described. / Магистерская диссертация состоит из введения, двух глав, заключения, списка литературы (82 источника) и приложения, включающего в себя бланки применявшихся методик. Объем магистерской диссертации 169 страниц. Во введении раскрывается актуальность проблемы исследования, разработанность проблематики, ставятся цель и задачи исследования, определяются объект и предмет исследования, формулируются основная и дополнительные гипотезы, Первая глава включает в себя обзор иностранной и отечественной литературы по теме исследования. Рассматриваются проблемы влияния мультфильма, как продукта масс-медиа на детей, особое внимание уделяется влиянию гендерных образов и агрессивных сцен насилия в мультфильмах на детей дошкольного и младшего школьного возраста. Выводы по первой главе представляют собой итоги по изучению теоретического материала. Вторая глава посвящена эмпирической части исследования. В ней представлено описание организации и методов проведенного исследования и результатов, полученных по всем использованным методикам. Представлены результаты исследования предпочтений мультфильмов проведенного на выборке 250 детей в возрасте от 7 до 10 лет. Для проведения эмпирического исследования применялись разработанная анкета и модифицированная рисуночная методика «Мой любимый герой мультфильма». Подтверждено предположение о том, что дети в младшем школьном возрасте предпочитают мультфильмы не соответствующие их возрасту. Конкретизировано предположение о выборе любимых героев мультфильмов, обусловленном половой принадлежностью. Результаты используемых методов в данной работе обработаны с помощью математической статистики. Выводы по главе 2 включают в себя основные результаты эмпирического исследования. В заключении в обобщенном виде изложены результаты теоретической и эмпирической частей работы, а также выводы по выдвинутым гипотезам, обоснована практическая значимость исследования и описаны возможные перспективы дальнейшей разработки данной проблематики.