This study aims to examine how front cover models are visually depicted in the Friskispressen’ magazine, after the fact that members have pointed a normative non-diversity stereotype permeates the magazine’s images. From a diversity and gender perspective, the representations linked to women and men are studied. Reflections on gender-stereotyped myths and body ideals are also included in this study’s examination. Five cover images of the magazine are analysed, using with a qualitative semiotic method. The results show that stereotypical depictions are both maintained and challenged through various poses, objects, colours and their gaze. Previous research and theories confirm as well as challenge the issue or the influence of the media’s impact on how we interpret diversity and ideals. Furthermore, analysed material demonstrates that Friskispressen’ fails to depart from the received norm criticism about poor representation of diversity. Friskis&Svettis’ core value to include everybody has an impact in their magazine. However, the findings show that the magazine’s representations are still, problematic.

This thesis explores the ways in which the body is positioned within consumer society. The development of body ideals in Western societies is examined in order to point out consumers’ occupation with appearances and their bodies as signifiers of success. The three case studies (A&F, Calvin Klein Underwear and fitness magazines) will enable a close analysis of contemporary society and its engagement with the body. I argue that today the body acts as a signifier for people’s narcissistic obsession with the surface, and that the body itself has come to exhibit characteristics of a commodity in consumer society.

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