El presente trabajo analiza la credibilidad de la femvertising, la tendencia publicitaria que busca empoderar a mujeres y reducir los estereotipos de género, a través de tres rasgos: la experiencia, buena voluntad y confiabilidad, los cuales indican cómo perciben las personas este tipo de narrativa. Es una investigación cualitativa desarrollada en base a la campaña de Pilsen Callao llamada ‘Banners contra el ciberacoso’, difundida en marzo del 2021 en el marco del Día Internacional de la Mujer. Para ello, se realizaron 20 entrevistas semiestructuradas a mujeres jóvenes estudiantes de Lima, con edades que oscilan entre los 18 y 25 años, ya que pertenecen al grupo de personas que más han denunciado casos de ciberacoso en el país. Como resultado, esta estrategia publicitaria presente en la campaña logró generar credibilidad en el público a través de la experiencia, empatía y transparencia que demostró al momento de comunicar la problemática. Adicionalmente, se propone una reclasificación de los rasgos de la credibilidad, ya que se evidenció la necesidad de añadir uno: la coherencia, un atributo valorado por las jóvenes, que influye en su percepción de la credibilidad. / This study analyzes, the credibility of femvertising, the advertising trend that seeks to empower women and reduce gender stereotypes, through three traits: experience, goodwill and reliability, which indicate how people perceive this type of narrative. It is a qualitative research developed based on the Pilsen Callao campaign called ‘Banners against cyberbullying’, released in March 2021 for the International Women's Day. To do this, 20 semi-structured interviews were conducted with young women students from Lima, with ages ranging between 18 and 25 years, since they belong to the group of people who have most reported cases of cyberbullying in the country. As a result, this advertising strategy present in the campaign managed to generate credibility in the public through the expertise, empathy and transparency that it demonstrated when communicating the problem. Additionally, a reclassification of credibility features is proposed, since the need to add one was evidenced: coherence, an attribute valued by young women, which influences their perception of credibility. / Tesis

La presente investigación tiene como objetivo el estudio de la forma en la que la retórica puede motivar el cambio de los estereotipos de género a través de la narrativa visual de los mangas japoneses. La hipótesis desarrollada se basa en la manipulación de los elementos gráficos y su capacidad para fomentar la reflexión y el cuestionamiento de los roles patriarcales nipones. Para ello, se planteó un estudio de enfoque cualitativo con un alcance descriptivo analítico bajo un diseño longitudinal, ya que se planteó analizar dos mangas con el fin de obtener resultados. Luego del análisis, estos se dividieron en tres grupos: estereotipos, retórica y mensaje final de cada historia estudiada. En primer lugar, se observó la presencia de protagonistas tomboy que contrastaba con el personaje secundario femenino, el cual presentaba la exageración de los estereotipos de género. Con respecto al personaje masculino, en ambos mangas mostró una personalidad flexible y una mentalidad abierta. En base a ello se concluyó que el uso de la retórica en una narrativa visual depende del mensaje que se busque desarrollar. Asimismo, la ropa y los rasgos físicos pueden o no definir con exactitud el género, mas es el uso de la ambigüedad lo que finalmente desestima la segregación entre femenino y masculino. La evolución observada con respecto a la representación de género se da a través de una interpretación más ambigua y compleja de los roles de género que promueven el cuestionamiento de estos a través de la narrativa. / The purpose of the present article is to study how the rhetoric of the image is able to motivate the change of gender stereotypes present in japanese mangas. It was hypothesized that this is possible by using and manipulating the graphic elements present in visual narratives, which are able to foment further reflection and questioning about gender roles. The methodology used has a qualitative approach with a descriptive and longitudinal scope because this article aimed to analyze and compare two different mangas to reach a conclusion. The results were divided in three groups: stereotypes, rhetoric and message. Among the main of them, it was recognized the presence of tomboy protagonists that contrasted with secondary feminine characters who represented the gender stereotypes in an exaggerated way. The male character in both mangas presented a flexible personality and an open mind. The analysis of both mangas helped to conclude that the rhetoric responded to the narrative and the message developed by the author. It was also observed that the clothes and the physical traits were able to define a gender, nevertheless, it was the use of ambiguity that disregarded this division. The recognized evolution regarding the stereotypical gender representation is presented through this resource, which also makes the visual narrative and its respective message more complex. At the same time, the use of ambiguity promotes the questioning of stereotypical gender roles. / Trabajo de investigación

Tras el estreno de la película animada de Mulan en 1998 hasta su live action del 2020, Disney nos ha presentado a sus protagonistas, Fa Mulan y Hua Mulan, como mujeres fuertes, hábiles y valientes. Sin embargo, en el camino de ambos personajes encontramos actos y frases, basados en estereotipos de género, que minimizan el valor de la heroína e influyen en su toma de decisiones. Si bien Disney cada cierto tiempo nos presenta princesas nuevas y diferentes entre sí, en su intento por empoderar a la mujer, cada vez evidencia su sexismo y machismo oculto. Desde la mirada audiovisual, el presente trabajo de investigación analiza cómo, después de 22 años de diferencia, las películas de Mulan continúan presentando estereotipos de género y cómo estos influyen en el desarrollo de sus protagonistas. Para ello se realizará un estudio de método cualitativo e interpretativo, mediante el análisis de contenido de las películas de Mulan de 1998 y 2020 y será representado mediante tablas comparativas. Además, se consultará a fuentes verídicas de autores sobre la construcción del personaje, así como, de los estereotipos de roles de género presentes en las películas de princesas, animadas y Live-action, de Disney. / After the premiere of the animated film Mulan in 1998 until its live action in 2020, Disney has introduced us to its protagonists, Fa Mulan and Hua Mulan, as strong, skilled and courageous women. However, in the path of both characters we find acts and phrases, based on gender stereotypes, that minimize the value of the heroine and influence her decision making. Although Disney every so often shows us new and different princesses, in its attempt to empower women, increasingly it shows its hidden sexism and machismo. From an audiovisual perspective, this research work analyzes how, after 22 years of difference, Mulan’s films continue to present gender stereotypes and how these influence the development of their protagonists. For this, a qualitative and interpretative method study will be carried out through the content analysis of Mulan’s films from 1998 and 2020 and will be represented by comparative tables. In addition, veridical sources of authors will be consulted on the construction of character, as well as the stereotypes of gender roles present in Disney princesses, animated and live-action films. / Trabajo de investigación

The study investigates the factors that encouraged six Swedish students to choose a femaleor male-dominated field of study in higher education. This is of interest as gender normsand stereotypes may inflict and limit students' educational choices. The purpose is likewiseto elucidate the educational choices from a gender perspective. The study explores twoquestions: “Which factors may have encouraged the students to opt for a non-traditionalcareer?” “How can the students’ educational choices be understood from a genderperspective?”. To fulfil the purpose and question of issue a qualitative method was used,including female and male students aged 22–36. For the analyse of the interviews, the studyrelies on the theoretical framework of Linda Gottfredson – The Theory of Circumscription,Compromise and Self-Creation, Social Cognitive Career Theory (SCCT) by Lent, Brown &Hackett and The Stereotypical Gender Contract by Hirdman. The results indicate thatstudents' non-traditional educational choices consist of both internal and external factors.On the one hand, it is possible to find explanations in upbringings that have been moretolerant regarding gender roles. It has also been shown that several of the students invarious ways have been exposed to the profession through past experiences. Nevertheless,there are also personal motives that led to the choice of education as well as a supportivenetwork in form of family members and significant persons in the environment. From agender perspective, this means that the students, through their upbringing, where it appearsto have been less strict attitudes concerning gender roles, also contributed to lessrestrictions on their educational choice. On the other hand, the results imply that harmfulgender norms and stereotypes still affect students’ choice of occupation why more work isneeded in order to stop these negative patterns.

No description available.

Bokomslaget är ett viktigt marknadsföringsverktyg för att attrahera konsumenter och är den första kontakten en läsare har med boken. Romantikböcker står för 18 % av försäljningen av fiktion och 82 % av läsarna är kvinnor. Tidigare forskning visar att bokomslag representerar kulturella idéer och konstaterar att det finns en korrelation mellan samhällets sociala struktur och konsumeringen av böcker och att det finns etablerade normer för hur sex och romantik representeras. Studien analyserar bokomslag för att förstå de kulturella idéerna och den kulturella kontexten inom romantik ƒgenren för 2022. Metoden är en kombination av kvalitativ och kvantitativ analys, med ett teoretiskt ramverk av representationsteori, stereotyper, troper och Goffmans könsstereotyper. Resultatet av studien visade bland annat att det förekommer en visuell trend av sexualisering av män som kulturellt består av hegemonisk maskulinitet, att romantikböcker 2022 har ett mörkare tema och att den stereotypiska gestaltningen av människor på romantikböcker är starkt förankrad och att den parallella trenden som återfinns i samhället om inkludering inte påverkar vad som konsumeras på topplistan 2022. / The book cover is an important marketing tool for books to attract consumers and is the first contact readers have with the book. Romance books account for 18 % of fiction sales and 82 % of these readers are women. Previous research shows that book covers represent cultural ideas and establish a correlation between society's social structure and the consumption of books. And that there are established norms for representing sex and romance. This study analyses book covers to understand the cultural ideas and context within the romance genre for 2022. The methodology is a combination of qualitative and quantitative analysis, with a theoretical framework of representation theory, stereotypes, tropes, and Goffman's gender stereotypes. The results of the study shows, among other things, that there is a visual trend of sexualising men that culturally consists of hegemonic masculinity, that romance novels for 2022 have a darker theme, and that the stereotypical portrayal of people on romance is strongly anchored. Additionally, the study found that the parallel trend of inclusivity found in society does not affect what is consumed on the top 100 list for romance novels in 2022.

Women are generally underrepresented in media and have historically been degraded to stereotypical roles in media content. Sweden is a country that has actively worked with equality between the genders since the 1970s. The country's progress in equality piqued the scientists interest in the extent of gender stereotypes in Swedish media content. This study examines whether there is a gender based variation in the framing of individuals in said content. The aim is to map the extent to which these gender stereotypes shape the communication in the images of 238 Swedish companies on their “about us”-pages. The images are analyzed to determine how individuals are portrayed based on their perceived gender. The study has a theoretical foundation in gender theory, representation theory, Roland Barthes mythologies and framing theory. These 4 theories form the basis for both the quantitative and the qualitative analyses in the paper. The content analysis applies mixed methods, consisting of a quantitative and qualitative component. The census method formed the basis for the quantitative part, whereas the study’s criteria limited a list of companies with an annual revenue of over 500 million SEK. The sampling method for the qualitative part is a systematic random sampling. The analytical tools that are used for the qualitative analysis includes theories about colors and non-verbal communication, along with semiotic concepts such as connotation, denotation and anchoring. Despite Sweden actively addressing gender equality issues, the study’s results indicated that Swedish company websites to some extent depict women and men differently, even though the numerical representation is equal. Some companies seem to reinforce gender stereotypes while others challenge them. Companies’ visual communication generally portrayed women as more accommodating, affirming the camera with a smile. Men, on the other hand, were generally depicted as more distant and reserved, with a more averted gaze than the women. The findings suggest that people’s perception of gender stereotypes and gender can be influenced by the websites they consume, potentially impacting how gender stereotypes are reinforced or challenged in society.

The purpose of this study is to gain a deeper understanding of how gender stereotypes are produced and reproduced in mass media popular culture. The material selected for the study is a music video. The study is carried out by analyzing both the visual material and the linguistic material. To study the material, the video has been divided into four different sequences. These sequences have been chosen based on how relevant the content was for the purpose of the study. The analysis is carried out using several semiotic resources. The semiotic resources that have been used in this study are poses, gaze, participants, objects and settings. The results of the study showed that gender stereotypes are expressed both visually and lexically. But these stereotypes were challenged and played with. It also became clear that the women in the video were more sexualized than the man, but that Nicki was playing on her sexuality to regain power.

People around the globe rely on their mobile devices for instant access to entertainment and social media. Children comprise a large majority of individuals who use smartphone applications, particularly for gaming and learning opportunities. Understandably, these apps become part of the identity development process, including the formation of one's gender identity. App developers include gendered content to capture and maintain children's attention, but much of the existing research examines children in late childhood and early adolescence, leaving the ages of six to eight relatively undiscussed. The researcher utilized a thematic analysis to review 20 children's mobile applications for instances of gender stereotypes. Social cognitive theory offers a guiding principle for understanding the process of developing one's gender identity, as well as the role that external stimuli, such as digital media examples and parent models, play. This study aimed to determine whether mobile applications targeting the identified age group use gender stereotypes, as well as how they employ these stereotypes within the application. The researcher randomly selected 20 top children's applications on the Apple App Store and examined them for gendered instances, such as occupations and interests as well as character depictions. The results reflect that instances of gender stereotypes do occur in the children's mobile applications. Many of the applications portrayed feminine stereotypes surrounding nurturing and caregiving tasks ("Mommy in Training"), making it one of the most frequently exploited feminine stereotypes in the sample. The "Boys will be Boys" stereotype comprised the most frequently displayed masculine stereotypes across the studied applications. These findings represent the idea that society places higher value on these stereotypes than others, such as social relationships ("The Power of Motivational Friendship") or recklessness ("The Risk Taker"). Implications include modeling of traditionally masculine and feminine stereotypes for young users by utilizing popular characters recognizable by most children in the target age range. / Master of Arts / Handheld electronic devices, such as smartphones and tablets, encompass some of the most widely used electronic devices in today's society. Most families in America have at least one mobile device with internet capability. Apple, the manufacturer of perhaps the most popular brand of electronic devices, pre-install their App Store on all devices they sell, giving users instant access to hundreds of thousands of different mobile applications that offer functions to make every aspect of life simpler. Young children spend a significant amount of their time playing games on these devices, although the American Academy of Pediatrics (2017) recommends that parents limit their children's daily screen time to no more than 2 hours, depending on the age of the child. The games that children download and play impose a number of different messages and stereotypes on their users, including gender stereotypes. Due to the substantial time children dedicate to these apps, the messages communicated regarding gender play crucial roles in the development of their gender identity. Social cognitive theory offers valuable insight and guidance into the gender identity development process. Therefore, the present study examines the gender stereotypes conveyed within 20 of the top children's mobile applications available on the Apple App Store in April 2018. The researcher randomly selected 20 children's applications, 10 each from the Top Free and Top Paid categories and examined them for gendered instances, such as occupations and interests as well as character depictions. The results reflect that instances of gender stereotypes do occur in the children's mobile applications. These represent the idea that society places higher value on certain stereotypes, like being caring and nurturing ("Mommy in Training") or engaging in messy, adventurous play ("Boys will be Boys"), than others, such as social relationships ("The Power of Motivational Friendship") or recklessness ("The Risk Taker"). Implications include modeling of traditionally masculine and feminine stereotypes for young users by utilizing popular characters recognizable by most children in the target age range.

The purpose of this study is to understand which challenges women politicians on Gotland face and how they perceive themselves in their political work. We aim to highlight existing gender norms and how these translate into challenges within an island setting. This research further highlights the identity work women politicians at a local level engage in. The theoretical frameworks used include feminist political theory, feminist institutionalism, identity, and political identity. The empirical data was gathered through 13 semi-structured interviews with local women politicians on Gotland. Taking on a feminist approach, our study underscores and engages with the complexity of the stories, emotions, and experiences of our participants. Our findings underline several challenges women politicians face, including Part of a quota?, Motherhood and Double standards. Our findings also stress that the notion of femininity, such as motherhood and emotionality, need to be the base for restructuring and reframing current political systems to allow for true gender equality. Additionally, our findings reveal three identity facets, (1) The Holistic Caretaker, (2) The Freedom Fighter, and (3) The Game Player, which women politicians take on depending on the political context and while aiming to navigate through the political landscape. Lastly, we have identified the paradox Women vs Women. Our study sheds light on the intertwined and complex nature of gender related challenges in local politics and reveals the paradoxical nature of women’s attempt to move up the political staircase, while simultaneously trying to challenge pre-existing systemic structures.