This study examines images based on a semiotic text analysis as a symbol of Disney Princess Elsa from Frozen 2 and Cinderella. The study examines how the representation of the Disney princess is made on the basis of gender, sexuality and race. The purpose of the study is to contribute knowledge about how the representation of the Disney princess in popular culture may have changed and, in any case, to investigate why. The study concludes that the representation of the Disney princess on one side has changed based on gender and sexuality, but the other has not changed as much when it comes to the representation of race and female whiteness.

One way that children explore concepts of gender is through make-believe and performative play. One of the most prevalent presentations of gender that is packaged for children's play is the Disney Princess brand. In 2007 the Walt Disney Princess campaign profited over four billion dollars and expanded to include over 25,000 items for sale. Princess paraphernalia reflects a change in the way that young girls (ages 3-5) engage in imaginary play by creating a whole new paradigm of thought. As these girls project themselves into the role of a certain Princess, typical play transforms into a consumer based theatrical experience. Girls not only identify with the ideas of playing princess, but of being a Princess as well. Judith Butler examines gender as consisting of performative “acts” that are stylized, repeated, and public. Gender identity usually includes aligning one's self with socially accepted definitions of male or female. Using Butler's idea's about gender performance, this thesis looks closely at the Disney Princess brand and how it contributes to the idea of a gender identity through films, live performances at Disneyland, and merchandise designed for enhancing play. As media and consumerism plays an increasingly large role in children's lives, careful attention must be made to the influence of such brands, especially as the Princesses become defining models of the word female.

Den här studien syftar till att undersöka hur och vad Disney kommunicerar till sin publik genom deras film Frost (2013). Eftersom Disney idag står för en dominerande part av filmunderhållningen för barn bär de också ett ansvar för de budskapen de förmedlar genom sina filmer, då barn kan komma att påverkas av dem. I den här studien har Frost (2013) studerats genom en kvalitativ textanalys med hjälp av Peter Dahlgrens metod för att analysera medietext, med fokus på textens uppbyggnad och den narrativa dynamiken i medietexten (filmen). Analysen har gjorts utifrån ett normkritiskt perspektiv. Analysen visade att Frost bryter sig loss från flera av Disneys tidigare mönster och strukturer och lyckas skapa en mindre förutsägbar saga. Analysen visade också framträdandet av en ny roll; den falska skurken, som användes just i syftet att skapa en mindre förutsägbar saga. Till skillnader från flera tidigare porträtteringar av Disney-prinsessor visar Frost två feminint starka och självständiga kvinnliga karaktärer, som agerar på eget bevåg. Frost ifrågasätter också Disneys tidigare attityd kring att kärlek kan uppstå vid första ögonkastet, samt att romantisk kärlek är det starkaste och mest värdefulla typen av kärlek. För första gången någonsin porträtterar Frost familjekärlek som starkare än romantisk kärlek. / This study aims to examine how and what Disney is communicating to its audience through its movie Frozen (2013). Since Disney currently is a dominant party of the movie entertainment for children they bear a great responsibility for the messages they convey through their movies, as children may be influenced by them. In this study, Frozen (2013) has been studied by a qualitative text analysis using Peter Dahlgren's approach for analyzing media text, with focus on the textual construction and the narrative dynamics of the media text (the movie). The analysis was made based on a norm-critical perspective. The analysis showed that Frozen breaks free from many of Disney's past patterns and structures and manages to create a less predictable tale. The analysis also showed the emergence of a new role; the fake villain, used precisely in order to create a less predictable tale. In differences from several earlier portrayals of the Disney Princess Frozen shows two feminine strong and independent female characters, who act on their own authority. Frozen also questions Disney's previous attitude concerning that love can arise at first sight, and that romantic love is the strongest and most valuable type of love. For the first time in forever in a Princess movie Frozen manages to portray love between family members as stronger than romantic love.