This thesis examines how former and current Prime Ministers, Theresa May and Boris Johnson are represented in two British newspapers, The Guardian and The Sun, a broadsheet and a tabloid, during the election time, namely July 2016 for May and July 2019 for Johnson. By applying Critical Discourse Analysis, and especially Norman Fairclough’s three-dimensional model of analysis (1989), as well as studies on gender discourse, this study investigates how constructions of gender stereotypes are created. The thesis is performed to study and compare possible examples of inequity in the representation of Theresa May and Boris Johnson, and to seek an answer to whether these representations are based on gender stereotypes or not. By introducing the discursive representation approach, this study has uncovered how the discourses in the articles surrounding Theresa May have shifted focus a day before and on the day of election, whilst for Boris Johnson, the discourses have stayed the same.

Sport media has been a known producer of traditional gender images that reflect inequality between sexes. Sport media has been studied endlessly, but one aspect that has not fostered as much attention is sport media, advertising, and children. Sports Illustrated for Kids is the only sport media print magazine for children, with a readership age of 8-15 years old. Images and gender stereotypes have been used continuously by advertising companies to sell products to consumers. Children in particular cannot accurately determine between content that is meant to inform and content that is meant to sell. This study examined whether editorial and advertising images in Sports Illustrated for Kids reflects actual participation rates of athletic activities based on gender in issues from the past decade. Utilizing past research, this study looked at overall numbers and stereotypes by examining factors such as state of dress, photo angle, and motion in photograph. Findings show that females are still under and misrepresented in SIK. Even so, findings of this study suggest representation of women in team neutral sport such as soccer and basketball is on the rise. Findings could have implications for SIK's young readership as well as highlight a need for more education about advertising and editorial practices being implemented. / Master of Arts / Sport media has been a known producer of traditional gender images that reflect inequality between sexes. Sport media has been studied endlessly, but one aspect that has not fostered as much attention is sport media, advertising, and children. Sports Illustrated for Kids is the only sport media print magazine for children, with a readership age of 8-15 years old. Images and gender stereotypes have been used continuously by advertising companies to sell products to consumers. Children in particular cannot accurately determine between content that is meant to inform and content that is meant to sell. This study examined whether editorial and advertising images in Sports Illustrated for Kids reflects actual participation rates of athletic activities based on gender in issues from the past decade. Utilizing past research, this study looked at overall numbers and stereotypes by examining factors such as state of dress, photo angle, and motion in photograph. Findings show that females are still under and misrepresented in SIK. Even so, findings of this study suggest representation of women in team neutral sport such as soccer and basketball is on the rise. Findings could have implications for SIK’s young readership as well highlight a need for more education about advertising and editorial practices being implemented.

This essay aims to investigate how gender is constructed, represented, and reproduced in the reality dating shows Hotell Romantik and Love Island Sverige. Additionally, it explores whether generational differences affect these representations. To investigate this, a critical discourse analysis and a comparative analysis of the programs are employed. Theories used include encoding/decoding theory, gender theory, feminist critical theory, and discourse analysis. Fairclough's three-dimensional framework was utilized to analyze two specific themes: the description of the ideal partner and the selection of a partner. The results indicate that while both programs adhere to traditional gender norms, they also challenge them to some extent. Notably, women in both programs take the initial step in partner selection, contrasting with traditional norms. The study also reveals a strong emphasis on physical attributes among participants, a focus present in both shows that cannot be solely explained by age differences. In the comparative analysis, we found both similarities and differences in the programs that could be related to the age of the participants. This study contributes to a deeper understanding of the multifaceted nature of gender representation in reality dating shows, shedding light on their implications for societal perceptions and norms. Our findings reveal that reality dating shows play a crucial role in the construction, representation, and reproduction of gender, simultaneously reinforcing and challenging traditional gender norms.

This study explores the representation of women in Chinese "Femvertising" (female empowerment video advertisements) and the post-feminist discourse conveyed within these advertisements over the past five years. By examining recent Chinese video commercials, the research aims to critically analyze the ideologies behind female empowerment advertisements in China, shedding light on how advertising both shapes and reflects societal values. Employing a qualitative research methodology, the study uses thematic analysis to uncover the underlying messages, narratives, and ideologies. The findings reveal a shift toward depicting women in diversified and empowered roles, emphasizing authenticity and emotional connection. Three key thematic discourses—Body Self-Acceptance, Breaking Stereotypes, and Girl’s Power—are identified. However, the study also highlights that many empowerment advertisements are primarily marketing tools rather than genuine support for women's rights, often excluding broader spectrums of women and reinforcing certain stereotypes

<p>The following thesis is dedicated to the investigation of the comparative gender discourse of two of the current South American female Presidents: Michelle Bachelet, the first woman elected President in Chile for a four year term, in 2006 and Cristina Fernández de Kirchner, the first woman elected President in Argentina also for a four year term, but in 2007. Using secondary sources and critical discourse analysis, the study attempts to characterize their agenda on gender both before and after their election campaigns. Recognizing that a candidate must balance between many actors, as one of the principles of social constructivism runs, the essay presents a short history of the feminist movement in both countries and the current state that the movement finds itself in, either institutionalized or absorbed and fragmented by party politics. The conclusions that the study arrives to are that, of the two subjects, the one who has presented a more concrete and convincing stand on gender thanks to her political views, the space created for feminism by her coalition and the climate of her country, is Michelle Bachelet.</p>

<p>The goal with our research has been to describe how often and in what way female athletes are represented in the sport section in Sweden’s biggest evening newspaper Aftonbladet. The material we’ve used are the newspapers that we collected during two weeks in 2008, the 3^rd of November to the 9^th of November and the 11^th of November to the 17^th of November. We’ve conduced two qualitative researches – a text analysis and an image analysis – and one quantitative analysis on our material. We’ve based our analysis on, among others, theories on the sportmediacomplex, critique feministic analysis and normative theory.</p><p>       In these articles women are designed into four different stereotypes. We’ve chosen to call them the star, the victim, the sensation and the absent. On the basis on our theories we believe that these four stereotypes are creating more sexism and in that way they are contributing to the suppressing of women as a whole.</p><p>       Our quantitative analysis shows that men occur more frequent on the sport pages than women. Almost nine of ten of the articles in Sportbladet are about men and male athletes. We believe that in this way Sportbladet contributes to the invisibilisation of female athletes and further more to the discrimination of women.</p>

The aim of the research was to determine gender representation in the Lithuanian, British and Argentinian EFL textbooks. To achieve the aim, EFL textbooks circulated in Lithuania (Super English 4), the UK (Speakout) and Argentina (My Life 2) were analyzed with regard to social and linguistic aspects of gender representation. The methods chosen for the study were content analysis and the calculation of the relative frequency of occurrence. The results revealed that the Lithuanian EFL textbook depicts females in a stereotyped way with regard to household duties and frequently uses compound nouns and proverbs or sayings comprising a word man which is used in its generic meaning. Moreover, the content analysis of illustrations in the British EFL textbook revealed that males dominate the labour market. Furthermore, the analysis of verbs used to define gender in the British EFL textbook demonstrated that females are involved in more various mental processes in relation to males. In the Argentinian EFL textbook females are excluded from the field of IT; however, they are not associated with the domestic sphere. In addition, the Argentinian EFL textbook can be treated as the best-balanced textbook with regard to gender-biased use of language. Further studies can examine other aspects of gender representation and cover wider range of EFL textbooks. / Šio tyrimo tikslas buvo nustatyti lyties įvaizdžius anglų, kaip užsienio kalbos, vadovėliuose, išleistuose Lietuvoje, Didžiojoje Britanijoje ir Argentinoje. Vadovėliai buvo nagrinėjami atsižvelgiant į socialinius ir kalbinius lyties vaizdavimo aspektus. Vadovėlių pasirinkimas buvo pagrįstas galimybe palyginti lyčių įvaizdžius ir kalbines jų raiškos priemones skirtinguose regionuose. Tyrime buvo naudojami kiekybiniai ir kokybiniai tyrimo metodai. Turinio analizės metodas buvo naudojamas analizuojant kalbines priemones bei paveikslėlius kontekste; kiekybiškai buvo skaičiuojamas tiriamas santykinis dažnumas. Tyrimo rezultatai atskleidė, kad anglų kalbos vadovėlis, išleistas Lietuvoje, pasižymi stereotipiniu moters vaidmens įvaizdžio pateikimu. Moteris yra vaizduojama plaunanti indus, dengianti stalą, gaminanti valgyti, prižiūrinti ir auklėjanti vaikus. Be to, anglų kalbos vadovėlyje, išleistame Lietuvoje, yra didžiausias skaičius sudurtinių daiktavardžių bei patarlių ar posakių, kurie susideda iš bendrai vartojamo abiems lytims žodžio man, taip sumenkinant moters įvaizdį. Anglų kalbos vadovėlis, išleistas Didžiojoje Britanijoje, daug dėmesio skiria su darbu susijusiai veiklai, taip pat pateikia platesnį spektrą profesijų, kuriose yra vaizduojami veikėjai. Tačiau turinio analizė atskleidė, kad vyrai yra labiau matomi darbo rinkos vaizdavime. Taip pat moterims priskiriamos profesijos yra daugiausiai susijusios su menine veikla, tokia kaip dainavimas, vaidyba ir dizainas. Lyčių... [toliau žr. visą tekstą]

我國兒童上網人口逐年攀升，兒童接觸網路的年齡逐年降低，網路上資訊充沛，兒童很有可能會接觸到網路上有關性別描述的內容，但是兒童會對網路上的性別描述抱持何種態度？因此本研究試圖瞭解兒童對網路上的性別描述抱持什麼樣的態度，並深入探究有哪些因素會影響兒童對於網路上性別描述的態度。 本研究試圖從社會化途徑探討社會化機制如何影響兒童網路性別態度，其中社會化機制包括家庭、同儕、學校以及大眾傳播媒體。 本研究使用量化研究方法，透過次級資料分析探討社會化歷程如何影響兒童網路性別態度，調查對象為北部地區國小三年級學童，總計有效樣本為495份。 研究發現，兒童對於網路上有關性別的描述略微傾向不相信，家庭、同儕、學校等社會化機制會影響兒童網路性別態度，家庭、同儕、學校等社會化機制與兒童網路態度的關聯性都達顯著相關，而且家庭、同儕和學校等社會化機制亦可顯著預測兒童網路性別態度，其中以同儕的影響力最大，反觀兒童的媒體使用行為不會影響兒童網路性別態度，另外，本研究還發現，居住縣市變項可以顯著預測兒童網路性別態度，居住在新竹市的學童較居住在其他縣市不相信網路上有關性別的描述。 / As the population of that children use the Internet is rising and the age of that children first access to the Internet is declining. There is lots of information on the Internet and children are probably exposed to the contents that relate to sex or gender. This study wants to know what children’s attitudes toward those gender contents are and which factors influence their attitudes. This study attempts to explore this issue from socialization perspective and to understand how the agents of socialization influence children’s attitudes toward gender representation on the Internet. This study adopts the quantitative method and analyzes the second data to understand how the processes of socialization affect children’s attitudes toward gender representation on the Internet. Subjects in this study are selected from students in elementary schools in northern Taiwan via sampling and structural questionnaires are used to collect data. The total number of reliable questionnaires is 495. The major findings in the study are as follows: First, children slightly disagree with the gender portrayal on the Internet. Second, the agents of socialization including family, peer group, and school can affect children’s attitudes toward gender representation on the Internet. Third, mass media, whether TV or the Internet, cannot influence children’s attitudes toward gender representation on the Internet. Fourth, living areas can affect children’s attitudes toward gender representation on the Internet. Children living in Hsinchu city disagree with the gender portrayal on the Internet more than those living in the other areas in northern Taiwan.

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This study focuses on gender representation and stereotypes in Swedish EFL coursebooks. The aim is to investigate how men and women are described and depicted in texts to examine the occurrence of gender stereotypes and to what degree equal gender representation in images occurs in Swedish EFL coursebooks aimed at the English 5 course in upper secondary school. The theoretical frameworks consist of the concepts of performativity and heteronormativity, which derive from gender and queer theory. The method used is content analysis in combination with a qualitative approach with quantitative elements, and the material consists of three coursebooks: Blueprint A (2007), Progress Gold A (2007) and Pick &amp; Mix 1 (2013). The results show that all three coursebooks confirm gender stereotypes to a great extent and contain unequal gender representation in the images. The coursebooks highlight and refute gender stereotypes to a lower and varying degree. The concept of performativity showcases that the coursebooks maintain the social constructions of what it means to be a woman or a man. Furthermore, through the perspective of heteronormativity, it is evident that men should be masculine, and women should be feminine. The coursebooks manifest that those who do not conform to these social roles are subjected to derogatory treatment, and those who follow the norms hold more power. The implications of the study could be that teachers should use coursebooks with consideration and carefulness to highlight and discuss underlying societal issues connected to gender inequality and gender stereotypes rather than uphold them.