Global ETD Search

1	Feminism sponsrad av stereotyper : En semiotisk analys av Estrids sponsrade annonser på Instagram Fyhr Andersson, Sara, Grüneberger, Emmy January 2022 (has links) Femvertising är en form av reklam som ifrågasätter traditionella kvinnliga könsstereotyper. Fenomenet hyllas för att skapa positiva varumärkesattityder, men kritiseras för att budskapen i femvertising förenar och samtidigt förnekar feministisk ideologi vilket neutraliserar den politiska kraften i budskapet. Det är därav av vikt att analysera reklamen. Denna studie har genom en semiotisk analys sökt undersöka vilka feministiska budskap som Estrids sponsrade annonser sänder via den sociala medieplattformen Instagram. Det teoretiska ramverket i studien utgörs av nyliberalistisk feminism samt stereotyper. Begreppen kvinnligt empowerment och femvertising bidrar även till det teoretiska ramverket. Estrid är ett svenskt företag som säljer rakhyvlar genom en prenumerationstjänst tillsammans med andra hårborttagningsprodukter och riktar sig till en kvinnlig målgrupp. Studiens resultat konstaterade att Estrid både reproducerar och utmanar stereotyper genom sina sponsrade annonser på den sociala medieplattformen Instagram. Det uttrycks i viss mån feministiska budskap, men dessa upplevs som motsägelsefulla på grund av produkten. Genom budskapen positionerar sig Estrid som ett inkluderande och medvetet företag som tar ansvar i samhälleliga frågor såsom jämställdhet och miljö. Feminism femvertising Instagram nyliberal feminism reklam semiotisk analys stereotyper Media and Communications Medie- och kommunikationsvetenskap
2	EN HANDELSVARA I FEMINISTKLÄDER : En studie av feminism inom mode som exempel på reifikation. Ljunggren Forsberg, Vilma January 2017 (has links) This essay aims to establish a marxist perspective upon a phenomena that could be seen as typical neoliberal–femvertising. I have noticed an expanding trend in fashion; the use of feminism as branding. Fashion brands such as Dior and H&M have lately profiled themselves with feminism, framing it as radical as well as feminist. Meanwhile, the theory of reification by Georg Lukács claims that capitalism fools us to believe that we may acccomplish human aims and characteristics through commodities. I will investigate if it is possible to look upon this phenomena as an example of reification? The attempt brings the capitalistic dimension of femvertising into daylight and questions it´s feminist pretense. Femvertising varumärkesbyggande Chanel Dior Gina Tricot H&M feminism marknadsfeminism ”trickle-down feminism” reifikation Lukács marxism nyliberal feminism konsumtion Humanities and the Arts Humaniora och konst
3	"Make Feminism Radical Again" : En ideologikritisk undersökning av H&M:s användning av feministiska budskap, och dess konsekvenser för feminismens politiska agenda Hornsved, Emilia January 2017 (has links) The aim of this essay is to find out in what ways the global clothing company H&M uses political and ideological statements, such as feminism, as a sales strategy. I have noticed an expanding trend in fashion; the use of feminism as branding, and how companies such as H&M have started profiling themselves with feminism. This could be seen as a typical neoliberal-femvertising phenomenon. In this essay, I use critique of ideology, a method developed by the Frankfurt school, to examine how H&M expresses feminism through their clothes, whether H&M’s production could be considered as a feminist one, and what consequences H&M’s use of feminist ideology have on the feminist political movement. To be able to answer these questions, I use gender theory and postcolonial theory. My aim is to show how neoliberal/capitalist ideologies often contain cultural and political appropriation, where an ideology such as feminism is exploited in order to make a higher profit. My conclusion is that when companies use feminist statements in their clothing they use irony and humour to emphasize positivity, such as “girl power”, instead of confronting structural inequalities among the sexes and harmful norms and gender stereotypes within this hierarchy. The consequence of this process is that feminism is depoliticized, which is harmful to the feminist political agenda. Femvertising Neoliberalism Appropriation Feminism H&M Sales strategy Branding Marketplace-feminism Neoliberal feminism Postcolonialism Production Femvertising Nyliberalism Appropriering Feminism H&M Säljstrategi Marknadsföring Marknads-feminism Nyliberal feminism Postkolonialism Produktion Gender Studies Genusstudier
4	”Make Feminism Radical Again” : En ideologikritisk undersökning av H&M:s användning av feministiska budskap, och dess konsekvenser för feminismens politiska agenda. Hornsved, Emilia January 2017 (has links) The aim of this essay is to find out in what ways the global clothing company H&M uses political and ideological statements, such as feminism, as a sales strategy. I have noticed an expanding trend in fashion; the use of feminism as branding, and how companies such as H&M have started profiling themselves with feminism. This could be seen as a typical neoliberal-femvertising phenomenon. In this essay, I use critique of ideology, a method developed by the Frankfurt school, to examine how H&M expresses feminism through their clothes, whether H&M’s production could be considered as a feminist one, and what consequences H&M’s use of feminist ideology have on the feminist political movement. To be able to answer these questions, I use gender theory and postcolonial theory. My aim is to show how neoliberal/capitalist ideologies often contain cultural and political appropriation, where an ideology such as feminism is exploited in order to make a higher profit. My conclusion is that when companies use feminist statements in their clothing they use irony and humour to emphasize positivity, such as “girl power”, instead of confronting structural inequalities among the sexes and harmful norms and gender stereotypes within this hierarchy. The consequence of this process is that feminism is depoliticized, which is harmful to the feminist political agenda. Femvertising Neoliberalism Appropriation Feminism H&M Sales strategy Branding Marketplace-feminism Neoliberal feminism Postcolonialism Production. Femvertising Nyliberalism Appropriering Feminism H&M Säljstrategi Marknadsföring Marknads-feminism Nyliberal feminism Postkolonialism Produktion. Gender Studies Genusstudier

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