The thesis deals with self-regulation in the advertising, especially image of women in advertising. The main theme focuses on portrayal of women in advertising, gender stereotypes, and sexism. The practical part examines the available studies on women's image and analyzes advertising dealt with Arbitration Commission of Advertising Council in period 2005 - 2009. In conclusion there is a set of recommendations for self-regulatin in advertising.

The objective of this bachelor thesis was to examine how the lifetime sentenced Johanna Möller, who in 2016 persuaded her boyfriend to kill her parents, is portrayed in Swedish news journalism. We analyzed 46 articles published in Swedish tabloid describing her character after she received her sentence in August 2017. The research questions were: How is Johanna Möller portrayed as a character? How is Johanna Möller portrayed as a criminal? How is Johanna Möller portrayed as a woman? Fairclough’s critical discourse analysis (CDA) and the associated three-dimensional model was conducted to find and dissect discourses in the articles. We carried out the analysis from a gender-related theoretical perspective and drew parallels to earlier research concerning media and crime.  Through the analysis, five discourses could be identified; The Non-agent, The Evil Woman and The Good Boy, Temptress, The Bad Mother and She Who Never Does Right.    Not seldom is Johanna Möller described as promiscuous, evil and manipulative. Her role as a mother is also being repeatedly criticized even though her actual crimes are not related to her motherhood. Accordingly, the journalists are constantly looking for an explanation for her abnormal behaviour and she is often being described as a cold hearted yet emotional person, which can be seen as a significant paradox in the portrayal of her. Our conclusion is that no matter Johanna Möller’s actual crimes, her role as a woman has become the most present aspect of her actions.

Islamophobia and misconceptions or negative portrayal of Muslims have led Muslims in Western societies being discriminated by people who hold religious and racial prejudice. Against this backdrop, Muslim communities in Britain run a national campaign called “Visit My Mosque”. This thesis explores whether the campaign follows the three variables of social movements: political opportunities, mobilising structures, and framing processes to take shape and emerge. Close examination to data, collected from interviews with four Muslim activists, reveals themes which point to the variables. The regional political context in Europe following the terrorists attack at the office of Charlie Hebdo magazine in Paris triggers activists in Britain to launch the “Visit My Mosque” campaign. The political climate provides an opportunity for Muslims to take collective action. The pressure on Muslim communities, as a result of Islamophobia and negative portrayal of Muslims by some sections of the media, provides narratives to transform grievances into action. And finally, the campaign emerges due to the presence of the Muslim Council of Britain (MCB) which facilitates the campaign and provides support to networks of participating mosques. These findings may offer more understanding into the study of social movements in general and religious activism in particular.

Topic of the thesis is the image of Czech far-right parties in Czech media prior to Elections to Chamber of Deputies in 2017. Aim of the thesis is to investigate how media displays far-right parties prior to the Elections in 2017, what the topics of media coverage are in regards of far- right and how the topics changed in the Elections in 2017 comparing with Elections in 2013. Using quantitative content analysis and theory of agenda-setting the thesis monitors texts with far-right topics in national daily newspapers Mladá fronta DNES, Lidové noviny, Právo and Hospodářské noviny in the periods prior to the Elections to Chamber of Deputies in 2017 and 2013. Author also uses qualitative analysis of opinion texts based on theory of framing. The parties followed in thesis are chosen based on definition of far-right by Cas Mudde and definition of right wing populism by Hans-Georg Betz. In the period prior to the Elections in 2017 the followed parties are: Dělnická strana sociální spravedlnosti; ROZUMNÍ - stop migraci a diktátu EU - peníze našim občanům, důchodcům, dětem, zdravotně postiženým; Svoboda a přímá demokracie - Tomio Okamura; Blok proti islamizaci - Obrana domova; Sdružení pro republiku - Republikánská strana Československa Miroslava Sládka and Řád národa - Vlastenecká unie. In the period prior...

This quantitative study examined male and female characters in digital games between the years 2015–2020 and a total of 120 games were analyzed where 2108 characters were observed. Quantitative content analysis was used to analyze the characters. The analysis indicates that female characters (n=448) are underrepresented compared to male characters (n=1660). The female characters are significantly more portrayed with sexually revealing clothing, nudity, sexual verbal expressions, sexual behavior and inappropriate clothing for the task they were expected to perform in the narrative than the male characters. The male characters are more often portrayed with unrealistic body proportions than the female characters and overall the male characters are portrayed stereotypically muscular as previous research has shown. The results are compared with previous research and this study observes more female characters in 20 digital games released in 2020 than is noticed in 60 games from 2003. Furthermore, more characters with unrealistic body proportions are found in games from 2020 (n=39) than in games from 2003 (n=24). / Denna kvantitativa studie undersökte manliga och kvinnliga karaktärer i digitala spel mellan åren 2015–2020, totalt analyserades 120 spel där 2108 karaktärer observerades. Karaktärerna i studien analyserades genom en kvantitativ innehållsanalys. Analyserna visar att kvinnliga karaktärer (n=448) är underrepresenterade jämfört med manliga karaktärer (n=1660). Kvinnliga karaktärer porträtteras oftare med sexuellt avslöjande kläder, nakenhet, sexuellt verbala yttringar, sexuellt beteende och opassande kläder till uppgiften de förväntades utföra i narrativet än de manliga karaktärerna. De manliga karaktärerna porträtteras oftare med orealistiska kroppsproportioner än de kvinnliga karaktärerna och övergripande porträtteras de manliga karaktärerna stereotypiskt muskulösa likt tidigare forskning visat. Resultaten jämförs med tidigare forskning och denna studie observerar fler kvinnliga karaktärer i 20 digitala spel släppta år 2020 än vad som uppmärksammas i 60 spel år 2003. Vidare påträffas fler karaktärer med orealistiska kroppsproportioner i spel från år 2020 (n=39) än i spel från år 2003 (n=24).

Title: “Medial presentation of comorbidity - A discourse analytical study of the depiction of psychiatric comorbidity in nationwide newspapers. Tutor: Olov Aronson Examiner: Magnus Jegermalm   Aim: The aim of the study is to investigate how psychiatric comorbidity (comorbidity of addiction and mental illness) is portrayed in the Swedish media, and what effects the medial presentation may issue in. Method: Based on a qualitative social constructionist research design, Carol Bacchi's (2009) analysis method what´s the problem represented to be has been applied to analyze 15 newspaper articles from Swedish magazines: Aftonbladet, Dagens Nyheter, Expressen and Svenska Dagbladet. Results: The result presents two problem representations identified in the analyzed material: too complex for healthcare and criminal but marginalized.  Discussion: In the study's discussion, emphasis is placed on the multifaceted connection that exists between the identified problem representations. The problem representations are derived from discourses about what is considered to be normal in society and what is deviant and needs to be adjusted to become normal. The effects of the problem representations are also discussed relative to earlier scientific studies. / Titel: ”Medial framställning av samsjuklighet – En diskursanalytisk studie om hur psykiatrisk samsjukighet framställs i rickstäckande tidningartiklar.  Handledare: Olov Aronson Examinator: Magnus Jegermalm   Syfte: Syftet med studien är att undersöka hur psykiatrisk samsjuklighet (samsjuklighet i from av missbruk och psykisk ohälsa) porträtteras i svensk media, samt vilka effekter den mediala framställningen kan antas få.  Metod: Utifrån en kvalitativ socialkonstruktionistisk forskningsdesign har Carol Bacchis (2009) analysmetod What´s the problem represented to be använts för att analysera 15 tidningsartiklar från tidskrifterna Aftonbladet, Dagens Nyheter, Expressen och Svenska Dagbladet. Resultat: I resultatet presenteras två problemrepresentationer som identifieras i det analyserade materialet: ”för komplext för vården” och ”kriminella men marginaliserade”. Diskussion: I studiens diskussion betonas det flerdelade samband som finns emellan de identifierade problemrepresentationerna. Problemrepresentationerna härleds till diskurser kring vad som anses vara det normala i samhället samt vad som är avvikande och behöver vårdas för att bli normalt. Även vilka effekter problemrepresentationerna bär med sig undersöks i förhållande till tidigare forskning.

The purpose of this study was to increase awareness of the media’s portrayal of American female and male politicians. When Kamala Harris became the first female vice-president in the United States a discussion about how men and women should be portrayed in the media began. This discussion sparked an idea for us as writers to investigate gender roles in American politics. The United States is a large, influential country that receives a lot of media attention. This leads to global interest and it is therefore relevant to investigate the media's portrayal of these politicians. To reach a conclusion on the issue, articles from Vogue and The Washington Post were reviewed. The portrayal of men and women in text and image were analyzed within these articles. The articles were analyzed with gender theories from Gunilla Jarlbro and Yvonne Hirdman. Erving Goffman’s theory about gender portrayal was also applied. With methods in semiotics and Fairclough's critical discourse analysis power structures in text and images were made visible. The analysis identified three main discourses: age, clothing and persona. An ethnicity discourse could also be identified in Harris articles. The main conclusion this study has shown is that women and men were portrayed differently. Studies show that the media tends to focus on women’s appearance rather than their political standpoints. This is still the case. However, this study has shown when mentioning clothing it has a purpose and is being used as a tool to strengthen women’s legitimacy.

Advertising and media creates and maintains standardized norms and beauty ideals for how women should look and it is often not realistic or representative of ordinary women. Consumers are now demanding representation of women who differs from the unreachable ideals and show how ordinary women actually look. Despite various companies try to include different types of women, they are met with criticism. It becomes clear that it is difficult for companies to represent ordinary women. Instead of using models to represent “ordinary” women Cellbes has their customers as models. How these women are portrayed and perceived and whether they differ from the traditional portrayal of women in advertising is examined in our study. This is with the aim of examining how "ordinary" women are communicated and understood from a consumer-cultural perspective, based on the commercial female representation that addresses women with "ordinariness" as a selling point.A critical discourse analysis combined with a netnographic case study have been applied as the design of the study. The gathered material consists of advertising images with associated texts and comments as well as a discussion in chat format. The material has been collected through screenshots from Cellbes’ website, Facebook and Instagram as well as from a focus group. The result was thematized from the identified discourses regarding the female representation. The themes identified are the following: solidarity, ambassadors, bodies, age, motherhood, exclusion and the reality effect. Within the various discourses, the result was analyzed and discussed related to previous research and the theoretical framework. "Ordinary" women are portrayed in commercial use with meaning-bearing signs that indicate their "ordinarity". Cellbes establish women in reality by letting their personalities appear in the images. Cellbes portrays “ordinary” women as larger and older than previous norms and ideals, which the viewers of the images appreciate and can partially identify with. To some extent, viewers are still influenced by the traditional portrayal, as they willingly identify themselves with models that are younger than themselves. Cellbes portrays "ordinary" women more deviant than the viewer's perception of ordinary women. In order for the representation to be accepted by the viewers it is necessary to highlight one, different from the traditional portrayal, attribute at a time. / Reklam och media skapar och upprätthåller normer och skönhetsideal för hur kvinnor ska se ut. Skönhetsidealen som massmedia har förmedlat är ofta inte realistiska eller representativa för “vanliga” kvinnor. Konsumenter efterfrågar nu kvinnor som strider mot de ouppnåeliga idealen och visar upp hur “vanliga” kvinnor ser ut. Trots olika företags försök att inkludera olika typer av kvinnor möts de av kritik. Det blir tydligt att det finns en svårighet för företagen att representera “vanliga” kvinnor. Istället för att använda modeller som ska representera den “vanliga” kvinnan har företaget Cellbes använt sig av konsumenter som fått agera modeller. Hur dessa kvinnor framställs och uppfattas samt om det skiljer sig från den traditionella framställningen av kvinnan i reklam undersöks i vår studie. Detta med syftet att utifrån den kommersiella kvinnliga representationen som vänder sig till kvinnor, med “vanlighet” som försäljningsargument, undersöka hur “vanliga” kvinnor kommuniceras och förstås ur ett konsumentkulturellt perspektiv.En kritisk diskursanalys i kombination med en netnografisk fallstudie har tillämpats för studiens utformning. Det bearbetade materialet består av reklambilder med tillhörande texter och kommentarer samt en diskussion i chattformat. Materialet har samlats in genom skärmdumpar från Cellbes hemsida, Facebook och Instagram samt från en fokusgrupp. Resultatet tematiserades utifrån identifierade diskurser gällande den kvinnliga framställningen. De teman som identifierats är följande: gemenskap, ambassadörer, kroppar, ålder, moderskap, exkludering och realitetseffekten. Under de olika diskurserna analyserades och diskuterades resultatet utifrån tidigare forskning och teoretiskt ramverk. “Vanliga” kvinnor framställs kommersiellt med meningsbärande tecken som tyder på deras “vanlighet”. Cellbes förankrar kvinnorna i verkligheten genom att låta deras personligheter synas i bilderna. Cellbes framställer “vanliga” kvinnor som större och äldre än tidigare normer och ideal, vilket betraktarna av bilderna uppskattar och delvis kan identifiera sig med. I viss mån präglas betraktarna fortfarande av den traditionella framställningen då de gärna identifierar sig med modeller som är yngre än de själva. Cellbes framställer “vanliga” kvinnor mer avvikande än vad som stämmer överens med betraktarnas egna uppfattningar av “vanliga” kvinnor. För att framställningen ska accepteras av betraktarna gäller det att framställa ett, från den traditionella framställningen, avvikande attribut i taget.

[pt] Quais as modificações que os discursos sobre a favela sofreram ao longo do último século? Quais imagens das primeiras representações sobre a favela perduram até os dias atuais? De que forma o intelectual contemporâneo lida com a alteridade proveniente do sujeito marginalizado? A presente dissertação ensaia responder às questões acima arroladas. Para tanto, à análise das obras literárias e musicais é adicionada uma perspectiva que privilegie os atritos e aproximações entre os espaços marginais da cidade e o olhar do intelectual. Encontramos, assim, não uma única imagem da favela, mas uma pluralidade de visões, em grande parte, conflituantes. Guardadas as diferenças históricas, notamos tanto nas crônicas do início do século XX, como na ficção contemporânea, as dificuldades na elaboração desse Outro, ainda hoje, excluído dos aspectos formais da cidade. / [en] How has the academic approach to Rio de Janeiro s slums changed over the years? What traits of the earlier portrayals are still present nowadays? How does the contemporary intellectual deal with the identity of the segregated individuals? This dissertation is aimed at providing possible answers to the above questions. For such, an analysis of literary and musical works has been coupled with a perspective prioritizing collisions and proximities regarding the city s secluded communities and the scholar´s viewpoint. Rather than a standardized image of the slum, we have thus come across a diversity of visions, most of which quite conflictive. Despite historical differences, we have also noticed that both in the chronicles of the twentieth century and in present-day fiction it is difficult to elaborate on this Other still being excluded from the formal aspects of the city.

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