The aim of this thesis is to understand the way the fan community of Marvel Cinematic Universe (MCU) perceives Marvel’s female characters. This study was focused on Marvel’s fandom on Reddit, which is a social media platform hosting millions of users. The research was conducted by using two methods – netnography and content analysis. Netnography helped for tracing Marvel fans’ behavior and engagement with other fans in an online environment, which were caused by their shared interests on discussing Marvel movies and their characters. Their comments on two key movies – ‘Black Widow’ and ‘Avengers: Endgame’ were analyzed, because these productions host female characters with major roles. Fans’ discussions on six key female figures were considered and content analysis was used for analyzing the comments of the fans. In order to understand the results, two theories were applied – affective disposition theory and feminist media (film) theory. The first one explains the way fans can form affiliations towards the movie characters, therefore it was used to understand the way they perceive the characters. The second one explains the stereotyped image of the woman in media and the way the audience perceives it. The research paradigm of interpretivism was considered for the outcome of the research, which leads to generalizations of the results. The results of this study show that there is no universal perception of the female character in Marvel, but many controversies arise. In the end, this paper discusses the limitations of this research and describes the recommendations for further research.

無 / The current study is aimed to more closely examine the gendered coverage for basketball in Taiwan’s newspapers. Newspaper coverage of the Jones Cup from 2007-2009 was content analyzed, along with in-depth interviews with the reporters and editors. The results revealed that quantitatively, news coverage on women’s basketball has greatly improved in comparison with data in the past literature. However, qualitatively, the gendered values proved, such as infantilization and sexualization, still exist and are embedded in sports news nowadays. The examples of better the reporting patterns for women’ws basketball were identified with the principle of emphasizing on sports performance. In addition, there are a few consensuses among the interviewees on the challenges and suggestions for women’s basketball in Taiwan, including (1) the current system, (2) marketing and (3) media relations. In short, the purpose of the current study provides and offers practical suggestions of how to fairly report women basketball games and other women sports.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-04-18T11:25:38Z No. of bitstreams: 1 ionesilvavilelapicoli.pdf: 2149481 bytes, checksum: 4636c35cff373c5a62661e5985381ecb (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-04-18T13:52:38Z (GMT) No. of bitstreams: 1 ionesilvavilelapicoli.pdf: 2149481 bytes, checksum: 4636c35cff373c5a62661e5985381ecb (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-04-18T13:53:10Z (GMT) No. of bitstreams: 1 ionesilvavilelapicoli.pdf: 2149481 bytes, checksum: 4636c35cff373c5a62661e5985381ecb (MD5) / Made available in DSpace on 2017-04-18T13:53:10Z (GMT). No. of bitstreams: 1 ionesilvavilelapicoli.pdf: 2149481 bytes, checksum: 4636c35cff373c5a62661e5985381ecb (MD5) Previous issue date: 2016-11-28 / Esta dissertação investiga textos contemporâneos que possam propor resistência ao discurso hegemônico patriarcal nas representações de gênero na Literatura Infantojuvenil. Analisaremos textos selecionados da autora Ana Maria Machado na perspectiva de encontrar discursos que visem a auxiliar no rompimento das representações do masculino e do feminino dentro da lógica dicotômica e excludente tida como hegemônica. Procuraremos abordar como são construídas as personagens do gênero feminino pela autora e se o discurso oferecido auxilia na desconstrução dos estereótipos binários entre os gêneros. O título “Coisa de Menina, Coisa de Menino” é uma referência à separação que se dá entre os dois sexos, que acaba atribuindo a cada um deles condutas restritas e exclusivas. Para analisar a temática, objeto desse estudo, em primeiro lugar, faremos uma pequena abordagem sobre os conceitos de infância e Literatura Infantil. Em segundo lugar, conceituaremos o termo Gênero, evidenciando o caráter social e histórico de sua construção. Ao final, abordaremos a importância que a Literatura Infantil tem ao permitir o contato da criança com modelos que valorizem a pluralidade como fios para a construção de suas identidades. / This dissertation investigates contemporary texts that may propose resistance to patriarchal hegemonic discourse in gender representations in Children`s Literature. We will analyze selected texts of the author Ana Maria Machado in the perspective of finding discourses that aim to help in the breakdown of male and female representations, within the dichotomous and excluding logic considered as hegemonic. We will try to address how the female characters are constructed by the author and if the discourse offered helps to deconstruct the binary stereotypes between the genres. The title "Coisa de Menina, Coisa de Menino" is a reference to the separation between the two sexes, which ends up attributing to each one of them strict and exclusive conducts. To analyze the theme, object of this study, first, we will do a small approach on the concepts of childhood and children's literature. Secondly, we will conceptualize the term Gender, evidencing the social and historical character of its construction. In the end, we will discuss the importance of Children's Literature in allowing the child's contact with models that value plurality as threads for the construction of their identities.

The purpose of this essay was to investigate and highlight the strengths and shortcomings of Critical Discourse Analysis and Feminist Critical Discourse Analysis when used as an analytical tool. By comparing the representation of women and men in print advertisements, and how there may be a difference in language being used to describe both genders, including the use of sexist language, a critique of CDA and FCDA could be established. In order to establish this all areas of the advertisements had to be taken into account, including layout and images used. The ads were read and interpreted through CDA and FCDA in order to investigate and identify the strengths, and any shortcomings, of the theories. The investigation shows that, although CDA and FCDA scholars could argue that women tended to be described in a more sexist manner overall, a counterargument could also be made on most accounts. The argument which supported sexism was especially observable through how women’s bodies were more often fragmented in images and positioned in more sexual positions, but also how the advertisements not only reinforced stereotypes as well as using distinctly negative language in their descriptions. However, gender stereotyping against men in the ads was also prevalent, which allowed an argument against CDA and FCDA’s theories about existing power struggles. Although the investigation did manage to substantiate the critique regarding how CDA and FCDA view the differences in gender representations, therefore fulfilling its aim, perhaps a more accurate result would have been possible to achieve if more print advertisements had been used in the investigation. However, this was not possible due to the qualitative nature of the investigation.

The aim of this bachelor thesis was to examine how gender is framed in Swedish television news. The research questions we examined were the following:  How is the gender balanced in the news reports? What kind of news represent women and what kind of news represent men? How is women and men viewed according to the news reports? What similarities and differences is there in how women and men are portrayed?   The bachelor theisis is primarily a qualitative study where we with a visual text analysis, examine in what way women and men are framed in news reports. The study also includes a minor quantitative survey that examines the representation of men and women in news reports in Swedish television during week 49, 2019. To reach this conclusion we analysed 12 news reports from two of Sweden´s leading news broadcasts, Rapport and Aktuellt. By analysing 6 reports from each program we came to the conclusion that men and women were gender balanced the examined week. Apart from this conclusion the main result shows that even though the reports were gender balanced according to the participants, there was an obvious difference in how the sexes were framed. The women were framed in their traditional sex role as the motherly, sensitive and caring victim while the men were framed as the strong and enterprising worker.

Esta investigación tiene como finalidad conocer la representación de las mujeres migrantes y como son mostradas en las miniseries de televisión peruana que se realizaron en los últimos cinco años. Para ello, se retoman los debates sobre la representación televisiva de la mujer, la mujer migrante y la construcción del personaje desde las disciplinas de comunicación, audiovisual y sociológica, a manera de estado de la cuestión. Para la profundización teórica, se revisaron los estudios de Bordieu (2009) sobre la violencia simbólica y Matos (2017) sobre el proceso migratorio desde una perspectiva de comunicación, sociológica y antropológica. Finalmente, en coherencia con los objetivos de estudio, se propone un diseño metodológico cualitativo orientado a la realización de un análisis de contenido. Ello permitirá encontrar este resultado esperado verificando si durante los últimos años se ha logrado mejorar la representación de la mujer migrante. / The purpose of this research is to know the representation of migrant women and how they are shown in the Peruvian television miniseries that were made in the last five years. For this, the debates on the television representation of women, migrant women and the construction of the character from the communication, audiovisual and sociological disciplines are taken up, as a state of the art. For the theoretical deepening, the studies by Bordieu (2009) on symbolic violence and Matos (2017) on the migratory process from a communication, sociological and anthropological perspective were reviewed. Finally, in coherence with the study objectives, a qualitative methodological design aimed at conducting a content analysis is proposed. This will make it possible to find this expected result by verifying whether the representation of migrant women has been improved in recent years. / Trabajo de investigación

Anne of Green Gables es una serie de libros que narra la historia de Anne Shirley, una niña adoptada por error por unos hermanos, sus aventuras en la ciudad canadiense de Avonlea, sus nuevas amistades y su crecimiento personal. Esta novela ha sido adaptada a los medios audiovisuales en distintos países y en distintas épocas. Asimismo, esta obra muestra el sistema sexo-género en un entorno canadiense del siglo XIX y a personajes femeninos que cuestionan dicho sistema. Por ello, la presente investigación se centra en la manera que es representado el rol de las mujeres del siglo XIX en tres adaptaciones audiovisuales: Anne of Green Gables (1934), Anne of Green Gables (1985) y Anne with an E tomando como texto fuente los tres primeros libros de la saga: Anne of Green Gables (1908), Anne of Avonlea (1909), Anne of the Island (1915). Estas adaptaciones se entenderán como traducción desde un enfoque multimodal ya que son productos culturales que experimentaron transposiciones intersemióticas de un sistema de signos a otro (Hutcheon & O’Flynn, 2013). Esta investigación se llevará a cabo mediante análisis de contenido y análisis contrastivo multimodal de los objetos estudios. Asimismo, se empleará el modelo de adaptation shifts propuesto por Perdikaki. / Anne of Green Gables is a series of books that narrates the story of Anne Shirley, a girl adopted erroneously by two siblings, her adventures in the Canadian town of Avonlea, her new friendships, and her personal growth. This novel has been adapted for audiovisual media in different countries and at different times. It also depicts the sex-gender system in a 19th century Canadian setting and female characters who challenge this system. Therefore, this research focuses on how the role of 19th century women is represented in three audiovisual adaptations: Anne of Green Gables (1934), Anne of Green Gables (1985) y Anne with an E (2017), taking as source text the first three books of the saga:  Anne of Green Gables (1908), Anne of Avonlea (1909), Anne of the Island (1915). These adaptations will be understood as multimodal translation approach since they are cultural products which experience intersemiotic transposition from one sign system to another (Hutcheon & O’Flynn, 2013). This research will be undertaken by means of content analysis and multimodal contrastive analysis of the objects of study. Furthermore, it will be employed the model of adaptation shifts proposed by Perdikaki. / Trabajo de investigación

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.

Este estudio analiza la representación LGBTIQ+ en el cine peruano de ficción, tomando como caso las películas: No Se Lo Digas A Nadie (Lombardi, 1998), Contracorriente (Fuentes-León, 2009), Loxoro (Llosa, 2012) y Retablo (Delgado-Aparicio, 2017). Estos filmes plasman distintos tipos de representación en personajes diferenciados por identidad sexual y de género, pero presentan varias similitudes que parecen regir la representación queer en el Perú, tales como su mirada extranjera y su influencia de la hegemonía estadounidense de representación. El análisis de estas obras explora también la construcción de personajes queer. / This study analyzes the depiction of the LGBTIQ+ community in the Peruvian fiction cinema, taken as case movies such as No Se lo Digas A Nadie (Lombardi, 1998), Contracorriente (Fuentes-León 2009), Loxoro (Llosa, 2012), and Retablo (Delgado Aparicio, 2017). These films reflect distinct representation types in characters differentiated by sexual identity and gender, but they also present a variety of similarities that seem to rule the queer representation in Peru, such as its foreign viewpoint and its influence on the American Hegemony representation. The analysis of these films also explores the construction of queer characters. / Trabajo de investigación

Könsstereotypisering i reklam är ett genomgripande problem som fortsätter att forma och förstärka samhällets normer och uppfattningar om könsroller. Denna masteruppsats syftar till att ge en översikt över den problematiska naturen av könsstereotypisering i reklam, där man belyser de relaterade frågorna och deras konsekvenser, samtidigt som man erbjuder forskningsbaserade rekommendationer till intressenter för att främja mer inkluderande och rättvisa reklampraktiker. Forskningen visar att könsstereotyper kvarstår i reklam över hela världen, även om vissa länder kan uppvisa mer avancerade tillvägagångssätt för att hantera frågan. Det har också konstaterats att könsstereotypisering manifesteras genom olika medel, inklusive ljud-, visuella och semantiska element, där subtila former är särskilt oroande på grund av deras obemärkta påverkan på tittare. Viktiga områden för undersökning inkluderar de negativa effekterna av skadlig reklam, den kulturella påverkan, företags och intressenters ansvar, fördelarna med utbildning av anställda och interaktiva upplevelser, utmaningar med att uppnå allmänt engagemang, betydelsen av kvalitativ copytesting, effektiviteten i proaktiva åtgärder och branschinitiativ samt användningen av humor i reklam. Uppsatsen föreslår en forskningsbaserad metod för att främja jämställdhet mellan könen i reklam genom en föreslagen ram. / Gender stereotyping in advertising is a pervasive issue that continues to shape and reinforce societal norms and perceptions of gender roles. This master's thesis aims to provide an overview of the problematic nature of gender stereotyping in advertising, highlighting the associated issues and their implications, while offering research-based recommendations for stakeholders to foster more inclusive and equitable advertising practices. The research reveals that gender stereotypes generally persist in advertising, although some countries may exhibit more advanced approaches to addressing the issue. It was also found that gender stereotyping manifests through various means, including audio, visual, and semantic elements, with subtle forms being particularly concerning due to their unnoticed influence on viewers. Key areas of exploration include the negative effects of harmful advertising, the cultural influence, corporate and stakeholder responsibility, the benefits of employee education and interactive experiences, challenges in achieving widespread involvement, the significance of qualitative copy testing, the effectiveness of proactive measures and industry initiatives, and the use of humour in advertising. The thesis proposes a research-based approach to promoting gender equality in advertising through a suggested framework.