Syftet med denna uppsats är att analysera hur män och maskulinitet framställs i reklam riktad till olika mediegenerationer genom olika TV-plattformar. Frågeställningarna har sitt fokus i att tydliggöra hur männen framställs i reklaminslagen genom bland annat hur de agerar, vilka personlighetstyper som uppvisas och även vilka likheter och skillnader som kan påvisas mellan de olika mediegenerationerna. Studiens urval har sett till att analysera reklaminslag på både traditionell TV och webb-TV för att på så sätt påvisa en skillnad mellan dessa, då reklam idag mer specifikt kan riktas till en speciell målgrupp. Urvalet har också bestått i att urskilja olika mediegenerationer där dessa har legat till grund för den efterföljande resultatdelen. Detta har studerats genom en kvantitativ innehållsanalys där ett kodschema har skapats och resultatet sedan kodats i IBM SPSS. De teorier som legat till grund för uppsatsen är främst Lissie Åströms teori om personlighetstyperna ”centripetal” och ”centrifugal”. Det läggs också ett stort fokus på att beskriva maskulinitet och hur den uppvisas i reklam genom bland annat stereotypiserande. Uppsatsens resultat visar att skillnaden mellan de olika plattformarna är förhållandevis liten och att de stora skillnaderna finns att se i hur åldersgrupperna framställs i reklaminslagen, där de yngre visar en betydande större del maskulina karaktärsdrag i förhållande till de andra mediegenerationerna. / The purpose of this paper is to analyse how men and masculinity is portrayed in advertising aimed to different media generations through different TV-platforms. These framing of questions have their focus in clarifying how men shown in advertising on TV act, which personality types are exhibited and also the similarities and differences that can be detected between the different media generations. The study’s selection that has been analysed is advertisements on both traditional TV and web-TV to thereby detect a difference between them. There has also been a selection to distinguish the different media generations where these are the basis for the subsequent result sections. The data has been studied by the use of a quantitative content analysis in which a coding scheme has been created. The theories that formed the basis of this paper are mainly Lissie Åström’s theory of the personality types ”centripetal” and ”centrifugal”. There is also a large focus on describing masculinity and how it is presented in advertising by including stereotyping. The essays results show that the difference between the different platforms is relatively small and that the major differences can be seen in the age groups presented in the advertisements, where the younger group is showing a significant greater proportion of masculine traits in relation to the other generations.

The purpose of this study is to analyze women’s use of digital media in their everyday life and how they reflect on their use. We chose this field of studies because of our interest in the differences and similarities within generational media usage. The study uses two qualitative research methods to receive the empirical material, in form of observations and interviews of twelve women of two different generations. We used theories by Marshall McLuhan and Mark Deuze to analyze the empirical material where we worked inductively to find three themes within the material. The main results in this study display that the use of digital media is not completely reliant on which generation one is born into. Rather, what shows in the results are that the use of digital media is individual and depends on the person. Although, the respondents’ reflections on their digital media use differs between the two generations. Further, there are both similarities and differences within the generations, as well as between them. This study has social relevance and it contributes with an understanding of the media use of different generations of women.