La publicidad social se ha ido realizando continuamente con el fin de brindar visibilidad a este grupo que en diversas situaciones se encuentra excluidos de los medios de comunicación. Sin embargo, la publicidad repetidamente no ha sido capaz de expresar una imagen adecuada de este grupo. La presente investigación analizará esta representación de los homosexuales desde la perspectiva de este mismo público. El estudio se enfoca en la campaña ‘Amistad sin diferencias’ de la marca cervecera Pilsen Callao, la cual fue la primera aparición de personajes homosexuales en su publicidad. Esta investigación se ha centrado en el método cualitativo y en el enfoque de estudio de caso. La muestra de la investigación son jóvenes estudiantes homosexuales de las universidades privadas de Lima y se ha recolectado la información por medio de entrevistas semiestructuradas. / Social advertising has been carried out continuously in order to provide visibility to this group that in various situations is excluded from the media. However, advertising has repeatedly failed to convey an adequate image of this group. This research will analyze this representation of homosexuals from the perspective of this same audience. The study focuses on the campaign ‘Friendship without differences’ of the beer brand Pilsen Callao, which was the first appearance of homosexual characters in its advertising. This research has focused on the qualitative method and the case study approach. The research sample is young homosexual students from private universities in Lima and the information has been collected through semi-structured interviews. / Trabajo de investigación

The present diploma thesis examines gender in Czech language textbooks for the second stage of the primary school. It aims to analyse three selected textbook series published by different publishing houses, using the results to evaluate whether or not individual textbooks depict men and women in a stereotypical manner whether there is discrimination on grounds of language. The thesis comprises a theoretical and empirical part. The theoretical part briefly introduces and delimits the concept of gender. It goes on to discuss selected aspects of linguistic gender discrimination, mainly the use of the generic masculine and inappropriate clichéd language. We also introduce the issue of deriving feminine forms of foreign female family names, which is topical at the time of writing. The final chapter of the theoretical part discusses the impact of gender bias in schooling on pupils'education. The empirical part analyses three textbook series, focussing on the representation of men and women in the subject matter, in illustrations, and on the use of gender-neutral language. The results of the analysis indicate that men prevail over women in all the textbooks analysed in several respects: namely in terms of the proportion of text excerpts authored by male or female authors; the number of illustrations...

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Este artículo académico se centra en la investigación de el público infantil y preadolescente y cómo la publicidad expuesta en spots comerciales en redes, específicamente en Youtube afecta a su autopercepción e imagen de ellos mismos dado a los mensajes estereotipados que se encuentran en la publicidad en las redes. Con la principal intención de recabar información acerca de la opinión y pensamientos de la próxima generación acerca de la publicidad de estereotipos de género expuesta en spots en las redes sociales. / This paper focuses around the investigation of the children and pre-teenager audiences and how advertising exposed un commercials spots on social networks, specifically on Youtube, affects their self-perception and self image given to stereotyped messages found in advertising videos on the networks. With the main intention of gathering information about the opinion and thoughts of the next generation about advertising gender stereotypes in spots in social networks. / Trabajo de investigación

Solicitud de envío manuscrito de artículo científico. / Los estereotipos de la mujer en la publicidad son un tema de varias décadas de investigación, debido a que viene siendo representada de una manera inferior en roles tradicionales que no se identificarían con el perfil de una mujer en la actualidad, y ocasionaría una actitud desfavorable hacia una marca. El objetivo de esta investigación es analizar qué estereotipos de género son percibidos por las mujeres entre 20 y 24 años de edad para generar una percepción favorable de sus actitudes hacia la marca Pilsen Callao en Facebook. Es un estudio cualitativo compuesto por estudiantes mujeres cuyas edades oscilan entre 20 y 24 años, de las carreras de Medicina Humana e Ingeniería Ambiental. La investigación permitió conocer sus perspectivas. Los hallazgos demostraron una percepción favorable sobre roles de la mujer en igualdad de género con un hombre, que las motivaría a interactuar en Facebook y afianzar lazos emocionales con la marca, lo cual estimularía el compromiso del usuario por esa. / Women gender stereotypes in advertising is a topic that has been researched for several decades, in which they have been represented on a lower position than their male counterparts in traditional roles, roles that women today would not be identified with and that would cause a desfavorable attitude towards a brand. The aim of this research is to analyze what gender stereotypes are perceived to generate a favorable perception of attitudes towards a brand on Facebook. This is a qualitative research composed of 20-24 year old women students from the careers of Medicine and Environmental Engineering, to learn about their thoughts for advertising about the Pilsen Callao Brand. The findings show a favorable perception on issues of women's gender equality roles, which would motivate them to interact on Facebook, strengthen emotional bonds with the brand that would produce an active engagement with the brand on Facebook. / Tesis

The thesis interprets the ideal of women beauty before and after 1989 in terms of sociological and culture discourse in Vlasta magazine. The key premise of the thesis is the claim that ideal of women beauty differs before and after 1989. It is possible to expect influence of politic system, social structure and culture forms on discourse of women beauty. Character of this thesis is theoretically-empiric. The sociologic gender theory serves as the frame for chosen topic. Research is based on analysis of discourse of women beauty in Vlasta magazine in 1975 and 2005. The goal of overall analysis is to provide series of detailed analysis which describe general magazine topics and role of the magazine in certain historical period beside discourse of beauty. I have chosen qualitative sociological method called discursive analysis for my thesis. Ambition of the thesis is to analyze one specific social discourse and introduce all key social, historical and culture aspects which can influence the discourse and use Vlasta magazine as its concrete case. Keywords Ideal of women beauty, discourse, media discourse, gender, discursive analysis, Vlasta magazine, transformation, socialism, media, gender stereotypes, gender socialization

The diploma thesis analyzes the collection of fairy tales titled Pohádky pod polštář (Fairy Tales to Put Under the Pillow), written by psychologist Zuzana Pospíšilová and illustrated by Katarína Ilkovičová. The collection was published in the Czech Republic in 2012. The individual fairy tales are based on European folklore and adapted for the Czech cultural context. In terms of presentation, the collection is intended as a modern update of the popular children's fairy tale format. My analysis is rooted in feminist theory and feminist cultural and literary studies, as exemplified by authors such as Pam Morris, Simone de Beauvoir, Naomi Wolf and others. The subject of power is analyzed mainly in relation to the writings of Michel Foucault, Judith Butler and Pierre Bourdieu. From this perspective, I have attempted to make an informed criticism of the stereotypical and otherwise discriminatory images of gender present in the fairy tales. On the other hand, I have also recorded the instances in which gender normativity is subverted in the collection. In addition, the thesis attempts to employ an intersectional approach to analyzing the selected text, taking into account other categories significant to the dominant social order including not only gender, but also race/ethnicity, class, sexual identity,...

The dissertation thesis "The role of mediation in pre-divorce and post-divorce care in the Czech Republic" is about identification possibilities that the mediation brings to families, husbands and wives, and partners with solving difficult life situations like a divorce or a break up between partners. After it describes the impact of these interpersonal conflicts. Theoretical base of this thesis is: family crisis theory, individualized society theory, theory of gender inequality, but for all concept of harmonizing working and family life and changes on labor market. Main source of information was qualitative research of mediation clients and interviews with experts. In my thesis I analyze causes and consequences of conflicts in a partner life and through mediation I suggest a solution of consequences in the incurred situation, which seems like desired in wide society context.

The goal of this master's thesis "Gender analysis of textbooks" (in relation to choice of profession) is to introduce a gender analysis of three textbooks "Civics Education" used in the 8th grade of primary schools. I focus on presence of gender stereotypes and gender prejudice that could influence a choice of further education of schoolboys and schoolgirls and therefore their choice of future profession. In the thesis I consider the general education system as one of the crucial socialization tool of the society. It represents an institution that keeps power to maintain gender stereotypes and at the same time has got the power to change them. I examine illustrations and texts of mentioned textbooks through gender optics, and using qualitative and quantitative analysis.

Los estereotipos de la mujer en la publicidad son un tema de varias décadas de investigación, debido a que viene siendo representada de una manera inferior en roles tradicionales que no se identificarían con el perfil de una mujer en la actualidad, y ocasionaría una actitud desfavorable hacia una marca. El objetivo de esta investigación es analizar qué estereotipos de género son percibidos por las mujeres entre 20 y 24 años de edad para generar una percepción favorable de sus actitudes hacia la marca Pilsen Callao en Facebook. Es un estudio cualitativo compuesto por estudiantes mujeres cuyas edades oscilan entre 20 y 24 años, de las carreras de Medicina Humana e Ingeniería Ambiental. La investigación permitió conocer sus perspectivas. Los hallazgos demostraron una percepción favorable sobre roles de la mujer en igualdad de género con un hombre, que las motivaría a interactuar en Facebook y afianzar lazos emocionales con la marca, lo cual estimularía el compromiso del usuario por esa. / Women gender stereotypes in advertising is a topic that has been researched for several decades, in which they have been represented on a lower position than their male counterparts in traditional roles, roles that women today would not be identified with and that would cause a desfavorable attitude towards a brand. The aim of this research is to analyze what gender stereotypes are perceived to generate a favorable perception of attitudes towards a brand on Facebook. This is a qualitative research composed of 20-24 year old women students from the careers of Medicine and Environmental Engineering, to learn about their thoughts for advertising about the Pilsen Callao Brand. The findings show a favorable perception on issues of women's gender equality roles, which would motivate them to interact on Facebook, strengthen emotional bonds with the brand that would produce an active engagement with the brand on Facebook. / Tesis