This thesis discusses the conception of power relations and gender stereotypes in Gabriela Preissová's literary masterpiece - Gazdina roba and Její pastorkyňa. The analysis employs the concept of power as an analytical categoryand draws on Michel Foucault's theories. The thesis further examines the discourse in which the main characters find themselves. The analysis of male and female characters focuses on the position of the main character and also on the ways in which female protagonists become influenced by their male partners. Selected characters are also interpreted by using Foucault's concept of bio-power and a special attention is paid to the subject type of homo oeconomicus. The thesis attempts to answer the question, whether the discussed literary characters are "disciplined bodies", or whether they embody a subversion of the (gender) system. Part of the text is also dedicated to the comparison of male and female characters in both Preissová's works as to whether they do or do not comly with traditional images of "masculinity" and "femininity" (and related gender stereotypes), or how many of them represent resisting or (in the case of some female protagonists) collaborating entities. Possible interpretations of the characters' inner drive in this regard are also offered. Key words:...

The diploma thesis Comparison of methods of gender socialization in the Sluníčko magazine in 1977 and 2012, focuses on the topic of gender in printed magazine for the youngest children. Specifically, it examines and compares the methods for portraying female and male characters in the text and illustrations in the Sluníčko magazine in 1977 and 2012. It analyzes the ways gender is viewed and considers its impact on gender socialization of children. The research consists of a quantitative part, which aims to evaluate the frequency of the representation and of qualitative part, which aims at content analysis and interpretation of the meanings hidden in the text and illustrations. For the analysing texts and illustrations were selected of two areas, family relationships in the private sector and relationships at work in the public sphere. At the theoretical level were used sociology, psychology, feminist theory and gender studies theories. The way-out of this research is the assumption that aesthetic and educational ambitions of Sluníčko magazine combined with aging readership of this magazine is a important element of gender socialization of children and, therefore, the aim is to find out whether the gender socialization is implemented in a gender-sensitive way.

This diploma thesis deals with the representation of gender in children's literature, namely in the book series The Chronicles of Narnia. The theoretical part discusses gender linguistics, characterizes children's literature and discusses the issue of gender stereotypes in this type of literature. The analytical part of the paper focuses on the collocations of proper names of the four main characters (two female, two male) and the pronouns he/she/I referring to them. Attention will also be paid to common names related to gender: girl(s), boy(s). The material consists of 300 examples. The thesis examines both left-side and right-side collocates (mainly adjectives and verbs) of these nouns and pronouns and their semantics. The thesis determines the semantic types of collocates the words under study are associated with and examines the differences between the depiction of male and female characters, i.e. how the characters are described, what characteristics are typically attributed to them, what actions they perform and so on. The thesis provides an analysis of gender-related collocational patterns in children's literature and hopes to contribute to a greater understanding of gender-based language in general, as well as possible stereotyping effects on the child reader. keywords: gender, gender...

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El poder de los medios para crear discursos acerca de un hecho noticioso es bastante conocido. El tratamiento que un medio periodístico le de a una noticia es la forma en la que los ciudadanos reciben y perciben esta información. Muchas veces, la prensa, cae en prácticas que se alejan de la ética periodística como es la transformación de un hecho a un espectáculo. Asimismo, replican en estos discursos representaciones y estereotipos que se originan en la sociedad y que son llevados a los medios de comunicación. En la siguiente investigación abordaremos estas cuestiones analizando lo ocurrido en el caso de Ciro Castillo y Rosario Ponce acerca de procesos de espectacularización de la noticia y roles de género. Para ello, se ha realizado un estudio cualitatitvo en el que se analizarán desde la perspectiva del discurso periodístico las notas web publicadas en el portal de Diario Ojo acerca del caso. Los principales hallazgos recaen en la forma en la que se construyó la imagen de Rosario en la prensa basado en cuestiones morales y de género, y en la subordinación del rol femenino a la figura masculina. También, reflexionaremos acerca de las implicancias tanto sociales como periodísticas que llevan consigo la espectacularización de un hecho y cómo se va desestimando el valor del rigor en el ejercicio periodístico. / The power of the media to create discourses about a news event is well known. The treatment that a press media gives to a news is the way in which citizens receive and perceive this information. Many times, the press falls into practices that are far from journalistic ethics, such as the transformation of a fact into a show. Also, representations and stereotypes that originate in society, are carried to the media and they are also replicated in these discourses. In the following investigation, we will address these problems by analyzing what happened in the case of Ciro Castillo and Rosario Ponce about the process of news spectacularization and gender roles. For this, a qualitative study was carried out in which the web notes published on the Diario Ojo portal on the case will be analyzed from the perspective of the journalistic discourse. The main findings of this work are the way Rosario's image was built in the press based on moral and gender issues, and also in the subordination of the female role to the male figure. In addition, we will reflect on the social and journalistic implications that the spectacularization of information entails and how the value of rigor in journalistic practice is discarded. / Trabajo de investigación

This paper examined male engagement towards gender stereotypes online. We specifically sought to address how men engage with gender-stereotyped advertisements on Instagram, and which interactions they utilize to do so. We aimed to understand how men engage with gender stereotypes in Instagram advertisements by answering the following research question: [RQ1] How do men engage with gender-stereotyped advertisements on Instagram? Data were collected from 10 male participants through semi-structured interviews using photo elicitation. The data was further obtained through thematic analysis using the Theory of Planned Behaviour. The findings resulted in 26 codes and 6 themes. The results demonstrated that exposure to masculine content receives more attention and recognition than feminine, non-sexualized content. The findings argued that men are hesitant to engage with sexualized and provocative content due to societal norms and fear of being judged by others. In contradiction, men believe that other men are more likely to engage with sexualised, gender-stereotyped content that idealizes masculinity. The study identified the most common engagement interactions utilized when engaging with gender-stereotyped content: liking, visiting the account or website, and sharing content with a friend. The findings supported previous research claims that accepting a feminine image puts men at risk of violating gender roles, resulting in men preserving a masculine persona by distancing themselves from this type of material (Elliot & Elliot, 2005). Additionally, we concluded that fear of judgement from peers and society results in social pressure to conform to masculine gender norms, which may influence men’s online behaviour. The results may be delimited by social desirability and sampling bias due to the designated scope. Nevertheless, we have implemented measures to ensure the trustworthiness of this study.

This study aims to identify barriers to female leadership and expose new strategies to address those barriers. Nevertheless, raise more awareness of the subconscious bias and gender stereotypes that may impede women's career development. Qualitative data has been conducted through semi-structured interviews and analyzed according to the thematic narrative analysis model. The study finds that subconscious bias toward male leadership styles still exists within male-dominated fields and how agentic leadership styles earn greater credibility from both men and women within the STEM field. This study can conclude that women in STEM fields must work harder to prove their competence compared to their male counterparts and the importance of utilizing coping mechanisms.

This diploma thesis titled: 'The influence of fitness influencers on the self-body image - the phenomenon of fitness culture amongst young women and men' deals with the phenomenon of fitness influencers on Instagram, whose content may affect its users' body image perception, self-perception, and self-conception. This thesis aims to theoretically introduce Instagram influencer marketing in the fitness field, with the focus on body image perception amongst their users and the evaluation of its psychological aspects. The sample contains people who actively exercise in the 20-30 age range. The analysis of in-depth interviews with 12 respondents was chosen as the methodology. After data collection, the interviews are subsequently thematically analysed using open coding and a categorical system. This thesis aims to find out why individual Instagram users consume selected content and how they perceive it. Perception is linked to gender optics, which examines whether users monitor and perceive content concerning gender influencers and, if so, why? Gender comparison compares different motives for tracking profiles and simultaneously reveals overlap in the perception of profiles by users within gender stereotypes. Another goal of this thesis is to present the results of the topics which showed the importance...

The construction and usage of gender stereotypes are a continuous social process that occurs daily in the labour market. It is a common conception that negative stereotypes are harmful; however, they are still regularly used for decision-making. Gender stereotypes affect which occupations are interpreted as suitable for women and men. Therefore, women in the labour market face several obstacles to being viewed as legitimate workers and have a more challenging time advancing. This problem is especially evident in low-skilled male-dominated occupations. This paper aims to study how workers in low-skilled male-dominated occupations accept and rationalise differences in internal mobility opportunities. Material from vignettes will be analysed through a mixed method approach, including both quantitative and qualitative analysis. The results will be analysed through the concepts of the Worker and the Woman, which have been constructed with inspiration from social role theory, gender systems theory, and the ideal worker. The result shows that it is more accepted among workers in low-skilled male-dominated occupations that male workers with less experience get more internal mobility opportunities than female workers with more experience. This phenomenon is rationalised through gender stereotypes, such as that men have more significant interest and experience in these types of occupations, and are more likely to be favoured by their managers. Women’s opportunities for internal mobility are less accepted, and they are more expected to need help developing their skills. This study concludes that gender stereotypes affect the acceptance and rationalisation of gender differences in internal mobility. Thus, women in low-skilled male-dominated occupations face several challenges, and the results should be used as motivation that efforts to improve the gendered organisational culture is needed.

Syfte: Syftet med uppsatsen är att undersöka vilka stereotyper av kvinnor som förekommer i reklamen i Vogue under år 2021. Detta baserat på Goffmans sex stereotyper om genus i reklam, Hirdmans teorier om genussystem och genuskontrakt samt feministisk teori. Frågeställningar:  ●      Vilka stereotyper av kvinnor förekom i reklamen i Vogue under året 2021? ●      Vilka skillnader finns med tidigare etablerade stereotyper?   Metod: För att kunna göra en generalisering av innehållet valdes metoden kvantitativ innehållsanalys. Denna metod användes för att kunna göra en generalisering av reklambilderna och vilka stereotyper som förekommer i bilderna. För den här analysen slumpades 100 analysenheter fram genom obundet slumpmässigt urval, ur en population på 242 reklambilder utgivna under år 2021. För att kunna analysera analysenheterna konstruerades en kodbok och ett kodschema baserat på Goffmans stereotyper samt tidigare forskning. När analysenheterna har processats med kodschemat så analyseras och diskuteras resultaten med feministisk teori och Hirdmans teorier om genussystem och genuskontrakt för att kunna dra slutsatser och svara på frågeställningarna.   Slutsatser: Utifrån analysen har jag kunnat dra slutsatsen att de stereotyper som förekommer är: den ömtåliga kvinnan som försiktigt interagerar med sin omgivning, vidrör objekt mycket mjukt och hon smeker objekt och sig själv; den underordnade kvinnan som sitter och ligger passivt, hon tittar på i stället för att själv göra något och är mindre än mannen; och den frånvarande kvinnan distanserar sig mentalt från situationen hon befinner sig i, viker undan blicken och döljer sitt ansikte. De skillnader som finns i den här studien jämfört med tidigare etablerade stereotyper är framför allt en avsaknad av Goffmans stereotyp om the family, av 242 annonser förekom barn i en bild; nakenhet är sällan förekommande, bara kroppsdelar förekommer men inte till den grad att personen kan anses vara naken; slutligen är det avsaknaden av ansiktet som den förlängda armen som bryter mot tidigare stereotyper, kvinnorna trycker inte ansiktet mot och kelar med ett objekt eller person. / Purpose: The purpose of this essay is to analyse which stereotypes of women are present in the advertisements in Vogue 2021. This based on Goffman's six stereotypes about gender in advertisement, Hirdman’s theories on gender system and gender contract and feminist theory. Research questions:  ●      What stereotypes were present in the advertisements in Vogue 2021? ●      What differences are there compared to established stereotypes?   Method: To generalise the content, the most suitable method would be a quantitative content analysis. This method was used to do a generalisation of the advertisements and what stereotypes are present in the pictures. For this analysis 100 images were chosen through a simple random sample from a population of 242 images from 2021. To be able to analyse the images a coding scheme and a coding book based on Goffman’s stereotypes as well as previous studies in the field. When the sample has been processed the result is analysed through a feminist theory angle along with Hirdman’s theory on gender systems and gender contracts to be able to come to conclusions and answer the research questions.   Conclusions: Based on the analysis I have been able to come to conclusion that the stereotypes present are: the fragile woman who carefully interacts with her surroundings, softly touches objects and caresses objects and herself; the subordinate woman who sits and lays passively, she watches from the sidelines instead of actively participating and is smaller than the men around her; and the distant woman who mentally distances herself from the situation she is in, she looks away and hides her face. The differences found in this study compared to established stereotypes is mainly the lack of Goffman’s stereotype about the family, out of the population of 242 images only one image contained children; nakedness is rare in the images, some body parts are bare but not to a degree that the person can be considered naked; finally, the lack of the face as an extension of the arm as the women in the images are not pressing their faces against and cuddle with objects or other persons.