In this paper I will examine how the Finnish Armed Forces use representation to portraywomen within the military, in the context of marketing. I will do this partly by analyzingvisual texts, but also by performing a critical discourse analysis. Part of my aim is to reveal which discourses are present in the empirical material, which consists of three recruitmentbrochures. I also examine in what way the Finnish Armed Forces use these discourses toeither change or (re)produce the existing order of discourse. The main theoretical frameworkconsists of representation theory by Stuart Hall. Representation can according to Hall be usedas a power tool to control and (re)produce discourses in society. As a government institutionthe Armed Forces have the power to exclude or under-represent groups from a discourse,which results in a hegemony upheld by the same institutions. My results help uncover the ways in which military organizations, even in countries that are seen as rather equal, still havesome way to go until they reach full equality. My empirical findings show that the Finnish Armed Forces have not succeeded in representing women and men equally. Both men andwomen are often portrayed in a stereotypical manner. Consequently, The Finnish Armed Forces are contributing to a (re)production of existing traditional discourses, and are thereforecurrently not challenging any norms regarding what women in the Finnish Armed Forces canbe like.

This paper aims to contribute to knowledge of stereotypization mechanisms, bringing in the case of PR consultants. Using lenses of the key cultural form - film and television series - the project analyses a way of representing PR profession, as depicted on TV screen both in Czech Republic and the United Kingdom, during 2000-2017 time period. Theoretical frame is drawing on key ideas on stereotype, narrowed by film usage, as seen in the work of Walter Lippmann and others. Main hypothesis is based on assumption that negative media portrayal might interfere with professional reputation. Analytical part employs qualitative, thematical analysis that focuses on interpretation of personal features, behavioral characteristics and depiction of reocurring key themes. The final outcome then presents a professional portrayal of Public Relations on Czech and British television scene, builded up on prominent steretypes, accompanied by relevant quotes to illustrate the point. Key findings show undestanding communication as means of persuasion, leading to egoism, a lack of ethical values and dominant attitude in relation to clients and journalists. To prove the contribution argument that these negative attributes will further affect the future professional status of PR, the final insight illustrates such impact by...

Based on the semiotic analysis, this diploma thesis analyses mythological frameworks of chosen magazines. It consists of two parts, a theoretical and a practical one. The theoretical part is focused on semiotics as science, examines a sign and its historical development, describes myth, its history and research, as well as defines a theoretical starting points leading to definition of mythological framework. This definition is built on the theory of decoding and encoding of Stuart Hall, as well as his representation acknowledgements, as well as on the works of Claude Lévi-Strauss and Roland Barthes examining the myth. The practical part consists of definition of research-subject and semiotic analysis of mythological frameworks in front pages of Reflex and Respekt magazines. Findings of this analysis are then compared. This comparison leads to confirmation or disproval of hypotheses the author articulated prior to the analysis.