Gender representation in the horror genre has many interesting discussions surrounding it through multiple perspectives such as psychoanalysis and culture. This article intends to expand the investigation of how female characters are portrayed in horror games. The research on female representation will investigate the potential connections between horror cinema and horror games in the survival horror game Fatal Frame (2001, Koei Tecmo), the first title of a series that is iconic f0r drawing inspiration from Japanese mythology and horror tropes while simultaneously using a large cast of female characters. To gather information about the audience to support the game analysis, an online survey will be released targeting players of the games. Thereafter, recorded, non-commentary footage of the first game, Fatal Frame (2001), will be observed and textually analysed through a framework with data points, based on the background of psychoanalysis, horror cinema, culture, and game theory.

Este estudio analiza la representación LGBTIQ+ en el cine peruano de ficción, tomando como caso las películas: No Se Lo Digas A Nadie (Lombardi, 1998), Contracorriente (Fuentes-León, 2009), Loxoro (Llosa, 2012) y Retablo (Delgado-Aparicio, 2017). Estos filmes plasman distintos tipos de representación en personajes diferenciados por identidad sexual y de género, pero presentan varias similitudes que parecen regir la representación queer en el Perú, tales como su mirada extranjera y su influencia de la hegemonía estadounidense de representación. El análisis de estas obras explora también la construcción de personajes queer. / This study analyzes the depiction of the LGBTIQ+ community in the Peruvian fiction cinema, taken as case movies such as No Se lo Digas A Nadie (Lombardi, 1998), Contracorriente (Fuentes-León 2009), Loxoro (Llosa, 2012), and Retablo (Delgado Aparicio, 2017). These films reflect distinct representation types in characters differentiated by sexual identity and gender, but they also present a variety of similarities that seem to rule the queer representation in Peru, such as its foreign viewpoint and its influence on the American Hegemony representation. The analysis of these films also explores the construction of queer characters. / Trabajo de investigación

Könsstereotypisering i reklam är ett genomgripande problem som fortsätter att forma och förstärka samhällets normer och uppfattningar om könsroller. Denna masteruppsats syftar till att ge en översikt över den problematiska naturen av könsstereotypisering i reklam, där man belyser de relaterade frågorna och deras konsekvenser, samtidigt som man erbjuder forskningsbaserade rekommendationer till intressenter för att främja mer inkluderande och rättvisa reklampraktiker. Forskningen visar att könsstereotyper kvarstår i reklam över hela världen, även om vissa länder kan uppvisa mer avancerade tillvägagångssätt för att hantera frågan. Det har också konstaterats att könsstereotypisering manifesteras genom olika medel, inklusive ljud-, visuella och semantiska element, där subtila former är särskilt oroande på grund av deras obemärkta påverkan på tittare. Viktiga områden för undersökning inkluderar de negativa effekterna av skadlig reklam, den kulturella påverkan, företags och intressenters ansvar, fördelarna med utbildning av anställda och interaktiva upplevelser, utmaningar med att uppnå allmänt engagemang, betydelsen av kvalitativ copytesting, effektiviteten i proaktiva åtgärder och branschinitiativ samt användningen av humor i reklam. Uppsatsen föreslår en forskningsbaserad metod för att främja jämställdhet mellan könen i reklam genom en föreslagen ram. / Gender stereotyping in advertising is a pervasive issue that continues to shape and reinforce societal norms and perceptions of gender roles. This master's thesis aims to provide an overview of the problematic nature of gender stereotyping in advertising, highlighting the associated issues and their implications, while offering research-based recommendations for stakeholders to foster more inclusive and equitable advertising practices. The research reveals that gender stereotypes generally persist in advertising, although some countries may exhibit more advanced approaches to addressing the issue. It was also found that gender stereotyping manifests through various means, including audio, visual, and semantic elements, with subtle forms being particularly concerning due to their unnoticed influence on viewers. Key areas of exploration include the negative effects of harmful advertising, the cultural influence, corporate and stakeholder responsibility, the benefits of employee education and interactive experiences, challenges in achieving widespread involvement, the significance of qualitative copy testing, the effectiveness of proactive measures and industry initiatives, and the use of humour in advertising. The thesis proposes a research-based approach to promoting gender equality in advertising through a suggested framework.

The endeavour for gender equality and against gender-based patterns (stereotypes) are topics often discussed in relation to education. Correspondingly, extensive research on textbooks used in schools around the world has been conducted, some of which include the aspect of people beyond the binary. Research shows reinforcement of gender stereotypes and low visibility of females, and an absence of non-binary people. However, some research seems to indicate a change towards a more equal representation, hence the need for continuous research on the topic. In Sweden, there has been a statement in the steering documents about equality in rights and opportunities between men and women since the nineties. Since then, equality has been given greater prominence in the curriculum provided by the Swedish National Agency for Education (Skolverket). However, in the latest edition, the statement has been reformulated, and a gender- inclusive approach has been adopted as it now applies to all students, regardless of their gender identity. Additionally, Skolverket (2022) notes that schools are obliged to contribute to students’ digital competence, which can be done with the use of digital learning materials (DLM). Therefore, the present study seeks to investigate how gender within and beyond the binary is represented in a newly produced DLM called Digilär and to see whether it corresponds to the curriculum by counteracting gender-based stereotypes. To achieve the aim, a content analysis of the DLM is carried through. Furthermore, to deepen the analysis, and produce more valid results, all verbs used to describe characters’ activities and all adjectives used to characterise and portray them were noted and categorised by semantic type following Dixon’s (2005) typology. The findings show a non-existent representation of people beyond the binary, with the exception of groups or individuals without expressed gender. Moreover, male characters are precisely double the number of female characters which demonstrates imbalanced gender representation. Additionally, the findings generally showcase gender-based stereotypes being reinforced.

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La littérature jeunesse est essentielle dans l'apprentissage de la lecture, mais elle permet aussi d'initier l'enfant à la culture et de transmettre certaines idéologies (Dionne, 2009). Depuis les années 1970, de plus en plus de critiques ont émergé à l’égard des stéréotypes de genre mis de l’avant dans les manuels scolaires et les livres adressés à la jeunesse puisque ceux-ci contribueraient au maintien et même au renforcement de ces représentations stéréotypées des genres (Brugeilles et al., 2002). Il y a eu ensuite un souci de la part des parents et des professeurs de présenter aux jeunes des livres qui ne véhiculent pas ou, du moins, qui véhiculent moins de stéréotypes de genre. L’objectif de la présente étude est donc d’analyser de façon synchronique les représentations de genre dans la littérature jeunesse québécoise pour voir si la tentative d’effacement des stéréotypes de genre décrite plus haut est reflétée dans les titres publiés entre 2020 et 2022. L’analyse se concentre donc sur différents éléments linguistiques utilisés pour décrire les personnages, soit les rôles thématiques assignés, les caractéristiques psychologiques et physiques soulignées et les termes utilisés pour décrire les émotions. Plus spécifiquement, cette étude se concentre sur la manière dont on décrit les personnages féminins, masculins ou autres selon l’âge auquel l’ouvrage s’adresse. Les résultats de cette étude démontrent que, malgré des portraits globaux similaires, certains stéréotypes de genre ont persisté, particulièrement en ce qui a trait au physique féminin. / Children's literature is essential in learning to read, but it also allows for initiating children into culture and transmitting certain ideologies (Dionne, 2009). Since the 1970s, more and more criticism has emerged regarding gender stereotypes promoted in school textbooks and books aimed at youth, as they are believed to contribute to the maintenance and even reinforcement of these stereotypical gender representations (Brugeilles et al., 2002). Subsequently, there has been concern from parents and teachers about presenting young people with books that do not convey, or at least convey fewer, gender stereotypes. The objective of this study is therefore to analyze synchronically the gender representations in Quebecois children's literature to see if the attempt to erase gender stereotypes described above is reflected in titles published between 2020 and 2022. The analysis focuses on various linguistic elements used to describe characters, including the assigned thematic roles, emphasized psychological and physical characteristics, and terms used to describe emotions. More specifically, this study focuses on how female, male, or other characters are described depending on the target age of the book. The results of this study demonstrate that, despite similar overall portrayals, some gender stereotypes have persisted, particularly concerning the female physique.

The study aims to create an understanding of golf clubs' gender equality work, thechoice of gender equality efforts and to see how this change can become financiallysustainable. Historically, both society and sport have consisted of structures and normsthat have subordinated women. As society has begun to question these structures, golfhas taken a clearer stance on gender equality by providing an education program toclubs. Traditional norms still influence golf today, as there is a perception that golf is asport for rich and older men, which discourages women from participating. The studysample consists of seven golf clubs selected by Annica Lundström from the SwedishGolf Association (SGF) due to her strong relationships and knowledge of the researchtopic. These golf clubs have all done the Vision 50/50 club development program andhave also been certified. The collection of data was carried out through semi-structuredinterviews with various representatives from each club, the material was supplementedby reviewing the clubs' annual reports, membership statistics and their websites. Thedata were then analyzed using a theoretical framework consisting of institutional theoryto understand internal and external pressures. Feminist theory was also used to explaingendered structures and norms within organizations. In addition, resource dependencytheory was applied to understand the resource challenges facing the golf clubs.Theresults indicate that many golf clubs have implemented measures to better integratewomen. This has been done by addressing the club's course, cultural attitudes andrepresentation. The number of female board representatives has increased. However thenumber of female members has decreased in most clubs, in some cases significantly. / Studien syftar till att skapa förståelse för golfklubbars jämställdhetsarbete, valet avjämställdhetsinsatser samt att se hur detta förändringsarbete kan bli ekonomiskt hållbart.Historiskt sett har samhället och idrotten bestått av strukturer och normer som harunderordnat kvinnor. I takt med att samhället börjat ifrågasätta dessa strukturer hargolfen tagit en allt tydligare ställning till jämställdhet genom att tillhandahålla ettutbildningsprogram till klubbar. Traditionella normer präglar golfen än idag då det finnsen uppfattning om att golf är en rikemanssport, gubbsport och detta kan hejda kvinnorfrån golf. Studiens urval består av 7 golfklubbar som valts ut av Annica Lundström påSGF eftersom hon har en god relation och kunskapsbas om forskningsämnet. Dessagolfklubbar har alla genomgått klubbutvecklingsprogrammet vision 50/50 och dessutomblivit diplomerade. Insamlingen av datan genomfördes genom semistruktureradeintervjuer med olika representanter från varje klubb, materialet kompletterades genomatt granska klubbarnas årsrapporter, medlemsstatistik och information via deraswebbsidor. Datan har sedan analyserats av det teoretiska ramverket bestående avinstitutionell teori för att förstå interna och externa påtryckningar. En annan teori varfeministisk teori för att förklara könsbaserade strukturer och normer inomorganisationer. Utöver detta har tillämpningen av resursberoende förekommit för attförstå golfklubbarnas resursutmaningar. Resultatet tyder på att många golfklubbar hartillhandahållit insatser för att integrera kvinnor. Detta har gjorts genom attuppmärksamma klubbens bana, kulturella attityder och representation. Antalet kvinnligastyrelserepresentanter har ökat och antalet kvinnliga medlemmar sjunkit. Majoriteten avgolfklubbar har minskat antalet kvinnliga medlemmar, vissa har dessutom gjort detmarkant.

This study, Life at Skanska, aims to examine how Skanska Sweden portrays gender norms on Instagram, differentiating between their official Swedish account, @skanskasverige, and their employee-driven account, @livetpaskanska. The analysis is based on previous research on gender studies with a focus on male-dominated industries, as well as social media and how companies can use it to their advantage. The method used for the study was a multimodal semiotic analysis and with this method an analysis of five posts from each account was made. To support the analysis theories regarding gender, representation, ambassadorship, and social identity were applied to the study.   The study reveals that there are variations in how gender is represented on both accounts. Most notable being the differences in lexical choices and communications strategies. On the official account, @skanskasverige, there is a variation of images presenting both women and men therefore signifying diverse perspectives. However lexical choices, such as job titles, may partly diminish women’s credibility. In comparison, @livetpaskanska, present a more diverse and inclusive representation of women, which can be a side-effect of it being an employee-driven account. In a comparing analysis of the two accounts the differences between them became clear in how they represent women on the channels. On @livetpaskanska women tend to be more present in the content than on @skanskasverige. The study identifies differences in communication styles, indicating that the employee-driven account prioritizes individual achievements and experiences, while the official account emphasized corporate identity and the company’s values.

Följande uppsats kommer att fokusera på relationen mellan Quentin Tarantino och blaxploitation, och syftet med uppsatsen är att undersöka huruvida Tarantino väljer att representera sina svarta kvinnliga huvudkaraktärer annorlunda i sina blaxploitation-influerade filmer Jackie Brown (1997) och Django Unchained (2012) i jämförelse med representationen av svarta kvinnliga huvudkaraktärer i två av de mest kända blaxploitationfilmerna från 1970-talet, Coffy (1973) och Foxy Brown (1974). Den grundläggande teorin för uppsatsen är den feministiska filmteorin, men andra texter som berör representationen av kvinnor och specifikt svarta kvinnor på film är lika väsentliga. Mitt tillvägagångssätt för att besvara uppsatsens frågeställningar är att genom närläsning av de utvalda filmerna samt deras respektive kvinnliga karaktärer, med understöd av relevant litteratur och teorier, göra en jämförande analys. Slutresultatet visar att Tarantino i och med filmen Jackie Brown lyckas utveckla den svarta och starka kvinnliga karaktären från blaxploitation dock utan att föra vidare undergenrens problematiska sexualisering av kvinnokroppen. Däremot lyckas han inte lika bra i samband med Django Unchained, där den kvinnliga, ofta hjälplösa, huvudkaraktären främst visas som antingen någonting vackert eller någon som plågas för andras njutning.

Svenska företag står inför stora marknadsförändringar i takt med att modern teknik, sociala strukturer och den etniska sammansättningen i samhället förändras. Ett sätt att arbeta med dessa förändringar är att öka mångfalden på arbetsplatsen genom inkluderande verksamhet. Detta arbete ska ge en nulägesanalys av graden av mångfald på Holmen Skog, som i sin tur kan ligga till grund för en fortsatt ökad förståelse kring begreppen och skapa förutsättningar att bedriva inkluderande verksamhet. / Swedish companies are facing major market changes as modern technology, social structures and the ethnic makeup in society is changing. One way of working with these changes is to increase diversity within the workplace though inclusiveness. This essay gives a current situation assessment of the degree of diversity within Holmen Skog, which in turn can form the foundation for an increased understanding of the concepts surrounding diversity and create pre-requisites to conduct inclusiveness in the workplace.