[pt] No novo mapa das mediações, onde se reconhece o papel essencial dos mei-os de comunicação no Brasil, especialmente a televisão, como espaços-chave de produção cultural, ao lançar um olhar para os textos das chamadas da telenovela e para a forma como estas são veiculadas pela mídia de chamadas, percebemos uma possibilidade de criar um sentido para a trama dessa telenovela, que é estruturada de forma seriada, continuada, por um longo período de até oito meses. Esta tese se propõe a demonstrar como, a partir da produção dos textos de chamadas de uma telenovela veiculados por um mecanismo estratégico mercadológico, usado pela emissora Rede Globo de televisão, que é a mídia de chamadas, constrói-se a tessi-tura de uma micro narrativa dos temas desenvolvidos pela narrativa do folhetim eletrônico ao longo de sua exibição. Para empreender essa pesquisa foram anali-sados todos os textos das chamadas produzidas para o lançamento e a manutenção da telenovela Avenida Brasil, último fenômeno de audiência, também com grande repercussão no ambiente digital, veiculada pela Rede Globo em 2012. / [en] In the new map of mediation, where the essencial role of communication media is recognized, in Brazil especially the television, as key spaces of cultural production, by looking at the texts of de telenovela s so-called TV spot teasers and the way they are broadcast by the TV spot teasers media, one recognizes the possibility of creating sense for this telenovela s plot, which is structured in a se-rial, continued, way for a long period up to eight months. This thesis proposes to demonstrate how, starting from the production of a telenovela s TV spot teasers text broadcast by a strategical market-oriented mechanism, used by the Rede Glo-bo television network, which is the TV spot teasers media, one architects the composition of a micro narrative of the themes developed by the telenovela s nar-rative throughout its exhibition. To undertake this research we analyzed all the texts of the TV spot teasers produced for the release and maintenance of the telenovela Avenida Brasil (translated as Brazil Avenue for the international mar-ket), last audience phenomenon, also with considerable repercussion on the digital environment, broadcast by Rede Globo in 2012.

This study was a qualitative analysis of the covers of six lifestyle magazines, three addressed to women and three addressed to men. We have studied the cover photographs, the teasers and their relations.   The purpose of this study was to answer the questions: According to the magazines, what are male interests and what are typical female interests? Who is the ideal man and who is the ideal woman? Is there a certain way you need to look to be able to be on a magazine cover? And how often do the magazines encourage you to consume?   The study was based on thirty covers, five from each magazine. The Swedish magazines are VeckoRevyn, Amelia, Damernas Värld, King of Sweden, Café and the American version of GQ. We’ve used semiotics and rhetorical methods to analyze the material. We have studied the words in the teasers to find their connotations, we have studied the poses of the cover models and investigated their body language and counted how many times the magazines teases for something that will lead to you as reader having to buy something.   We found out that both male and female magazines use very stereotypical gender roles and they do not show any signs of changing, even though the society in general has broken free from many typical gender roles. They presented an ideal man that are very successful, handsome, well dressed, meat eating and interested in sports. He is neither black nor gay. The ideal woman is a slim, beautiful, successful, white, heterosexual woman who can joggle many things at once.

Abstract Uppsats:  I denna uppsats analyseras kvinnlig ilska genom ett feministiskt perspektiv, med fokus på hur den porträtteras och tolkas i filmen Mean Girls, specifikt genom karaktären Regina George. Genom att tillämpa teorier om stereotyper, genus och postfeminism diskuteras olika tolkningar av Reginas ilska. Där betonas Reginas styrka och självständighet, medan andra ser hennes ilska som svag och okvinnlig. Uppsatsen utforskar även hur dessa tolkningar kan påverkas av samhälleliga normer och hur dessa förändras över tid, med en särskild reflektion över postfeministiska perspektiv. Genom att kontextualisera och studera stereotyper kring kvinnlig ilska uppmuntrar uppsatsen en diskussion kring etiska och samhälleliga aspekter såsom jämställdhet. Genom att integrera dessa perspektiv bidrar uppsatsen till en mer omfattande förståelse av kvinnlig ilska och dess relevans för samhälleliga frågor och den populärkultur vi lever i idag. Abstract Media Produktion:  Jag vill återintroducera filmklassiker till den nya generationens ciniaster. Dagens filmsamhälle är trångt i och med den mängd filmer som produceras dagligen. Detta kan i sin tur leda till att de filmer som startade det hela lätt glöms bort i smeten. Filmstaden  har därför valt att införa något de valt att kalla för “klassiker veckan”. En vecka i månaden väljer filmstaden ut en känd regissör från förr och visar denna personens filmer under veckans gång. Första regissören som valts är Alfred Hitchcock och hans två filmer Psycho och Vertigo.  Jag har fått i uppgift att skapa rörliga teasers och affischer för denna klassiska filmvecka i marknadsföringssyfte.