The aim of this thesis is to analyse methods of capturing and presenting women applied by selected Czech male and female photographers on the social network of Instagram. The first subchapter addresses the topic of digital photography, the transition from the analogue age to the digital one, and the manipulation of the photographic image. The second and third subchapters study social networks along with their impact on the contemporary society, focusing in detail on Instagram and its visual communication. The following part of the thesis addresses gender issues, gender stereotypes, and social inequalities, focusing apart from others on gender stereotypes in visual media and on social networks. The practical part is based on two approaches - a quantitative content analysis of visual communications, i.e. research into selected Instagram content by eight male and female photographers, and qualitative interviews with some of these authors. The main research question is: "What are the manifestations of deep-rooted gender stereotypes in depictions of women in photographs by selected Czech male/female photographers on Instagram?" Replies to this question were collected using six specific sub questions. The quantitative content analysis provided replies to sub questions dealing in particular with the...

HCI och interaktionsdesign är starkt kopplade till användarupplevelse (UX), som innebär att fokusera på användarupplevelse och att prioritera mänskliga värderingar, samt etiska och politiska ideal som ofta är närvarande inom HCI.  Studiens syfte har varit att undersöka om genusstereotypisk design samspelar med hur människor av genuset man eller kvinna upplever den, samt att undersöka normativa genusstereotyper som påverkar hur gränssnitt designas beroende på om dess målgrupp är män eller kvinnor. Detta eftersom genus är en social konstruktion som skapas av saker och ting i samhället, vilket formar en bild av hur män och kvinnor ”ska” vara. Design är en del av denna genuskonstruktion, eftersom det bidrar till stereotyper över vad som är ’manligt’ och ’kvinnligt’, genom till exempel normativa färgval. Könskodad design är därför en bidragande faktor till att normer och stereotyper för genus upprätthålls i samhället. Studien har gjorts med en inledande litteraturstudie utifrån begreppen användarupplevelse, estetik, genuskodning inom human computer interaction, genus och genus som en social konstruktion. Därefter har en enkät nyttjats för en deskriptiv kvantitativ datainsamling med metoderna Structured Word Choice och en numerisk rankning, där upplevelsen av ett kalendergränssnitt testats, med en maskulin och en feminin färgsättning som valts utifrån befintlig litteratur om genustypiska färger. Därtill avslutandes datainsamlingen med intervjuer. Resultatet visat vissa tendenser som tyder på färgsättningen av ett gränssnitt upplevs viktigare av kvinnor och att både manliga och kvinnliga informanter till en viss del föredrar det gränssnitt som var färgsatt för dem, men endast marginellt. De flesta hade en neutral upplevelse av både den maskulina och feminina färgsättningen av gränssnittet. Slutsatsen som dragits baserat på nämnda metoder är att genustypisk färgsättning till största del inte påverkar användares upplevelse av ett gränssnitt. Båda genusen anser att funktion är viktigare än form, vilket är vad som bör vara i fokus när en god användarupplevelse av ett gränssnitt ska skapas. / HCI and interaction design are strongly linked to user experience (UX), which contains a built-in focus on user experiences and an emphasis on human values, ​​which indicates that these values ​​as well as ethical and political ideals are often present in HCI. The purpose of this study was to investigate if gender stereotypical design affects how people of the male or female gender experience it, and to investigate normative gender stereotypes that affect how interfaces are designed depending on if the target group are men or women. Gender is a social construct created by things in society, which forms a picture of how men and women "should" be. Design is part of this gender construction, because it contributes to the stereotypes of what is "male" and "female", for example through normative colour choices. Gender-coded design is a contributing factor in standardizing and maintaining stereotypes of gender in society. The study has been done with an introductory literature study based on the concepts user experience, aesthetics, gender coding in human computer interaction, gender, and gender as a social construct. A survey was used for descriptive quantitative data collection with the methods Structured Word Choice and numerical ranking, where the experience of a calendar interface has been tested, with a masculine and a feminine colour scheme based on existing literature on genus-typical colours. Complimentary data was collected using interviews. Certain trends emerged that indicate the coloration of an interface to be more important to women and that both male and female informants to some extent prefer the interface that was coloured according to their gender, but only marginally. Most had a neutral experience of both the masculine and feminine coloration of the interface. The conclusion drawn based on the methods above is that gender-typical colouration does not affect the users experience in any major ways. Both genders believe that function is more important than form, which is what should be the focused on when creating a good user experience in a product.

Advertising is constantly surrounding us in different shapes, meaning that companies need to stand out in order to invoke people's attention. Advertising reflects the society's current norms which means that the media and society's values affect each other (Fagerström & Nilsson, 2008). Women have for a long time been objectified and presented in stereotypical roles since sexism is a common component in advertising (Grau & Zotos, 2016). An industry that is frequently being accused of promoting an asymmetrical image of women's bodies is the fast fashion industry (Fay & Price, 1994). It is crucial in both a societal- and business perspective to take responsibility when it comes to sexism in advertising. This study aims to examine female consumers attitudes towards quality attributes in advertising within the female fast fashion industry. Given the research purpose of this thesis, the research questions are: 1) How can the quality attributes in the female fast fashion industry be used to satisfy women as customers? 2) How does quality attributes contribute to customer (dis-)satisfaction in the female fast fashion industry? A preliminary study was organized to state consumers’ different attributes of sexism to use in the questionnaire. Followed by this was the main study with Kano pair questions that included 201 respondents. The pair questions were formulated by the attributes identified in the preliminary study. This study shows how all the presented attributes (“Size zero”, “White people”, “CIS-person”, “Functional variation”, “Unrealistic ideals”, “High level of nudity”, “Erotic way”, “Sexual desire”, “Body focus”, “Behind or breasts” and “Lips or mouth”) were classified as “Reversed” which is an indication of dissatisfaction and an urge for the attribute to be the opposite. This thesis demonstrates the relationship between the quality attributes and theories regarding objectification and portrayal of women. The customers’ attitudes towards the quality attributes correlate with the consequences as results of advertising in a sexist way. Businesses within the female fast fashion industry can prioritise the customer requirements for their advertisements in all assistance measurement and estimation of customer satisfaction in order to rise above the current way of advertising and become more customer oriented and to take responsibility and participation in the development of a gender equal society.

This thesis deals with the issue of gender stereotypes in the context of parental upbringing. This paper is based on qualitative research and analysis of eleven semi- structured interviews with parents who bring up at least two children of different sex. I focus on the relation between identified gender stereotypes in upbringing and parenting style. I also focus on gender stereotyped attitudes of fathers and mothers within individual families. On the basis of the interviews analysis I conclude that gender stereotypes in upbringing and overall optics of gender stereotypes are present in all families, regardless of parenting style. I am finding that differences among families with diverse parenting styles are primarily in the degree of awareness of gender stereotyped attitudes and the degree of active transmission of these attitudes to their children.

The topic of this thesis is gender analysis of "hantec", a specific dialect spoken in the second largest city in the Czech Republic - Brno. The aim of the work is to search for differences between manifestation and perception of women/female and men/male in "hantec" from the perspective of gender linguistics. On example of local dialect I demonstrate how the general gender discourse prevails. By analysing the vocabulary and literary forms of "hantec" I want to show to what extent this dialect (specific for Brno) reflected the principles of gender inequality. The focus lies on the presence of language sexism and reproduction of gender stereotypes in "hantec". In the thesis I also document the historical development of "hantec" and how were the principles of gender inequality displayed in the different stages of its development.

The aim of the thesis was to investigate how single parents is presented in daily press. Single parents is an important today social problem so I find this as an important research field. The media have the power to influence our thoughts and opinions. I wonder who has the opportunity to comment in the media, what the distribution of individual information sources are and who talks about this (laymen, sociologist, psychologists or representatives of various organizations). The research was conducted through quantitative and qualitative content analysis. This thesis focuses on the differences between people who talks about single parents and also tries to point out how "single mother" is displayed by media and what it means for us. Powered by TCPDF (www.tcpdf.org)

Gender in the playground: Ethnographic research This hesis analyses the (re)production of gender stereotypes in the playground. The theoretical framework of the analysis is based on the classical approaches (Renzetti and Curran 2005 Jarkovská 2004) , gender socialization (Giddens 1999, Gilligan 2001 and Bem 2003) and is also inspired by current research on playgrounds (Paetcher, Clark 2003 Millan 2012). The research was conducted at a playground located in Beroun throughout years 2013 and 2014 as a non-participating observation of the visitors of the playground. The work presents a comprehensive view of gender and gender stereotypes reproduced at the playground in two areas: 1) the area of gender stereotypes in the playground reproduced by children and 2) the area of gender stereotypes which adult accompaniment brings to the field. Analysis shows the way in which these categories are (re)constructed and played out in everyday life and how they affect the subculture of the playground. The analysis is mainly based on the surprising finding that the children at the playground were accompanied by almost the same number of men as women. Other findings are related to the children themselves. Children in the playground do a lot of gaming activities, which is no longer so surprising and also proves that...

The purpose of this study is to contribute with a sociological understanding of how Swedish news media contribute to “doing” and maintaining gender in society as a result of their choices in the media around high profile people (“celebrities”). Previous research has studied gender and the media from other angles, but mostly focused on the fact that women are subordinate to men, rather than questioning how that is maintained by the media. These inturn strengthen the argument about existing differences between women and men in the Swedish media supply. However, unlike previous studies, this study will focus on how the media’s choice of news and ways to contribute to “doing” gender can be affected by celebrity. This type of issue can generate knowledge about the mutual relationship that exists between society’s view on gender and the reproduction of gender roles as a result of media representations.To answer this, the study will analyze two Swedish cases, around two famous people, CissiWallin and Paolo Roberto. The study was conducted through a qualitative content analysisbased on material from the databases Mediearkivet and Pressreader. In total, the materialconsists of eight articles on each case, spread over the past five years. The analysis showed that news media play a central role in society's views on gender as a result of mediareporting. The journalists behind the media often took a male perspective where Paolo Roberto and other men in the articles appeared positive, while Cissi Wallin and other female actors who appeared were attributed a disparaged role. Judging from the analysis, there are differences in the journalists' presentation between women and men in the Swedish newsmedia that contribute to strengthening gender normative roles and maintaining gender insociety. This study argues that this can be explained by theories about power and gender. One of the most central results is that the journalists behind the media add to the normalization of female subordination by their choices of media reports. For example by exploiting the readers' interest in celebrities, which thus results in the media reaching a larger audience that absorbs the content and reproduces the current gender power structure. / Syftet med denna studie är att förmedla en fördjupad sociologisk förståelse rörande hur nyhetsmedia bidrar till “att göra” kön och upprätthålla genus i samhället till följd av sina val i media rörande högprofilerade personer (“kändisar”). Tidigare forskning har studerat genus och media från andra infallsvinklar, men har mestadels fokuserat på det faktum att kvinnor är underordnade männen, snarare än hur media är en bidragande faktor till att upprätthålla denna typ av könsmaktsordning. Dessa stärker i sin tur argumentet om existerande skillnader mellan kvinnor respektive män inom det svenska medieutbudet. Men, till skillnad från tidigare studier kommer denna undersökning att fokusera på hur medias val av nyheter och sätt att bidra till att ”göra kön” kan påverkas av att det handlar om ’högprofilerade personer’ (såkallade ”kändisar”). Denna typ av frågeställning kan generera kunskap om den ömsesidiga relation som existerar mellan samhällets synsätt på genus och reproducerandet av könsroller till följd av medierepresentationerna.För att besvara detta kommer den föreliggande undersökningen att analysera medialaställningstaganden vid rapporteringen om Cissi Wallin och Paolo Roberto. Undersökningen har genomförts genom en kvalitativ innehållsanalys baserad på material från databaserna Mediearkivet och Pressreader. Sammantaget består materialet av åtta artiklar som behandlar vardera fall, fördelade över de senaste fem åren. I analysen framkom att nyhetsmedia spelar en central roll vad gäller samhällets synsätt på genus till följd av medierapporteringen. Journalisterna bakom medierapporteringen intog ofta ett manligt perspektiv där Paolo Roberto och andra män i artiklarna framstod positivt, medan Cissi Wallin och andra kvinnliga aktörer som förekom tillskrevs en nedvärderande roll. Från analysen att döma förekommer skillnader i hur journalisternas väljer att framställa högprofilerade kvinnor respektive mäninom svensk nyhetsmedia, vilket bidrar till att stärka könsnormativa föreställningar och upprätthålla genus i samhället. Denna studie argumenterar för att detta kan förklaras genom teorier om makt och kön. Ett av de mest centrala resultaten är att journalisterna genom sina val av nyheter i media spär på normaliseringen av kvinnlig underordning. Exempelvis genom att utnyttja läsarnas intresse för kändisar, vilket således resulterar i att medierna når ut till en större publik som tar till sig innehållet och reproducerar den rådande könsmaktsordningen.

Femvertising etablerades som begrepp av det amerikanska medieföretaget SheKnows Media år 2014, och innebär reklam som förstärker kvinnor. Då begreppet är relativt nytt finns lite forskning i ämnet. Denna studie syftar till att genom tre studier undersöka vad som utgör kvinnligt förstärkande reklam, och hur medieföretag kan arbeta med femvertising för att undvika traditionella stereotypa porträtt av kvinnor. Den första studien är en experimentell studie, där en kontrollgrupp och en försöksgrupp observerat och värderat hur stereotyp eller icke-stereotyp, och problematisk eller icke-problematisk de ansåg att porträtteringen av kvinnor var i två reklamer. Studien visade att gruppen som observerade femvertising uppfattade kvinnoporträtteringen i videon som lite problematisk, medan gruppen som endast observerade traditionell stereotyp reklam uppfattade porträtteringen som mycket problematisk. Nästa studie var en diskussion med fokusgrupperna där de fick utveckla sina tankar kring de observerade reklamerna och kring reklam i allmänhet. Undersökningen visade att grupperna ansåg att kvinnor ofta är passiva och används som accessoarer i reklam, samt att reklam har en påverkan på den som tittar på den. Detta visar på att det är av vikt för reklamskapare att fundera kring vilken samhällspåverkan kvinnoporträtt har. Den sista studien är en visuell innehållsanalys som gjordes av sju vinnande bidrag i SheKnows Medias #Femvertising awards. Studien visade hur femvertising används i praktiken. Resultatet av samtliga studier ledde fram till en metod för hur reklamskapare kan använda femvertising i syfte att motverka stereotypa kvinnoporträtt i rörlig reklam. / In 2014 the American media company SheKnows Media established the expression “femvertising”. Femvertising is an abbreviation for “female empowerment advertising”. As the notion is relatively new there is not much research made within the subject yet. With the help of three studies, this report aims to explore what makes advertising empowering for females, and how media companies can utilize femvertising to avoid traditional stereotyped portrayals in commercials. The first of three studies were an experimental study, where two groups watched and assessed how stereotype or non-stereotype, and problematic or non-problematic they found the portrayals of women in two commercials. The experiment revealed that the group that watched a femvertising commercial assessed the women in it were portrayed in a much less problematic manner, compared to how the other group assessed a traditional stereotyped commercial. The following study was a focus group study, which demonstrated that the respondents found that women in commercial often were portrayed in a passive manner, and that women often were portrayed as accessories rather that characters. Furthermore, the groups expressed that advertising in general has an effect upon its viewers which proved that it is of importance for advertisers to consider what effect their female portrayals have on society when creating commercials. The last study was a visual content analysis which revealed how femvertising is used in practice. The empirics from the three studies, in relation to previous studies of stereotyped gender portrayals and femvertising, resulted in a three-question method of how advertisers can utilize femvertising to avoid traditional stereotyped portrayals of women in commercials. Meanwhile, the report proved that a deeper understanding of femvertising is necessary for advertisers to further implement it in their production of commercials.

Denna studie undersöker hur manliga och kvinnliga influencers skapar förtroende och konstruerar genus i sina videoklipp på YouTube år 2019. Med ett starkt ethos byggt på förtroende får influencers makt att påverka sina följare och deras syn på bland annat genus, vilket ger dem en viktig normskapande funktion. Urvalet av influencers i studien är avgränsat till Bianca Ingrosso, Therese Lindgren, JLC och Anis Don Demina, som samtliga är stora svenska influencers på YouTube. Materialet omfattar fem YouTubeklipp från vardera influencer. Utifrån materialet görs en retorisk analys med inslag av genusanalys, där begreppen homosocialitet och trovärdighetens byggstenar används som analysredskap. Studiens resultat visar att de flesta av trovärdighetens byggstenar används konsekvent. Öppenhet, ärlighet, autenticitet, igenkänning och välvilja används som primära byggstenar i majoriteten av videoklippen. Förtroendeskapandet skiljer sig inte avsevärt mellan könen, men de byggstenar som återfinns i materialet används på lite olika sätt. Slutsatser kan även dras kring att influencers bidrar till att konstruera genus i sitt innehåll, bland annat genom att ha ett genusstereotypt aktivt eller passivt fokus och genom att återskapa invanda könsmönster. / This thesis examines how male and female influencers gain trust and construct gender in their YouTube videos in 2019. With a strong ethos based on trust, influencers have the power to influence their followers and their view on gender. This gives influencers a norm-creating function. The selection of influencers in this study is limited to Bianca Ingrosso, Therese Lindgren, JLC and Anis Don Demina, who are all major Swedish influencers on YouTube. The study includes five YouTube videos from each influencer. Based on the material, a rhetorical analysis is used together with elements of gender analysis. Homosociality and a concept of tools for building trust are also used as a method for analysing the material. The results of the study show that most of the tools for building trust are used consistently. Openness, honesty, authenticity, recognition and goodwill are used as primary tools for building trust in the majority of the videos. Although the way of creating trust does not differ much between the sexes, the tools for building trust are used in different ways. A conclusion that can also be drawn from this is that influencers contribute to constructing gender in their content. For instance by having a gender stereotyped active or passive focus and by recreating habitual gender patterns.