Made available in DSpace on 2016-04-28T20:57:27Z (GMT). No. of bitstreams: 1 Elianne Madza de Almeida Cunha.pdf: 351403 bytes, checksum: e4c34d0cd169fe597297e4ed548d32f4 (MD5) Previous issue date: 2008-06-13 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The differences related to genders male and female are unquestionably presents in our society, where is always possible realize examples of how genders are presented distinctly or even oppositely about physical characteristics, expectation of behavior, social roles and task divisions. Therefore, the education of boys and girls differ much early, and it is due to the children assimilate the informations regarding their gender, construct significances and organize them in order to behave as a competent member of their culture. This study analyzes schoolchild manifestations of gender identity. The objective was verify how the child perceives his or her participation in a gender category, and how expresses this condition through games and manipulation of typical toys to boys and girls. 18 children (9 boys and 9 girls) took part in this study, aged between 4 years and 10 months and 5 years and 11 months of low social and economic levels. The children were filmed in trios, and there also were 10 available toys to them 5 typical boys toys and 5 typical girls toys. The preferential choices and the time of manipulation were analyzed. The results suggest that boys and girls tend to choose and manipulate mainly the toys that are culturally considered to each gender / As diferenças relacionadas aos gêneros masculino e feminino estão indiscutivelmente presentes em nossa sociedade, na qual é sempre possível perceber exemplos de como os gêneros se apresentam distinta ou até antagonicamente em termos de características físicas, expectativas de comportamento, de papeis sociais e de divisão de tarefas. Assim, a educação de meninos e meninas se diferencia desde muito cedo, e cabe à criança assimilar as informações referentes ao seu gênero, construir significações e organizá-las a fim de comportar-se como membro competente de sua cultura. Esta pesquisa trata das manifestações de identidade de gênero por crianças pré-escolares. O objetivo foi verificar como a criança percebe seu pertencimento a uma categoria de gênero, e como expressa essa condição por meio da brincadeira e da manipulação de brinquedos tipificados pelos gêneros. Participaram deste estudo 18 crianças, sendo 9 meninas e 9 meninos, com idades entre 4 anos e 10 meses e 5 anos e 11 meses, de nível socioeconômico baixo. As crianças foram filmadas em trios, na presença de 10 brinquedos - 5 brinquedos considerados masculinos e 5 considerados femininos. Foram analisadas as escolhas preferenciais e o tempo de manipulação. Os resultados sugerem que meninos e meninas tendem a escolher e manipular preferencialmente os brinquedos que culturalmente são considerados apropriados ao seu gênero

Made available in DSpace on 2016-04-25T20:20:12Z (GMT). No. of bitstreams: 1 Cristiane Simao Michelan.pdf: 2149059 bytes, checksum: fdb7ce462974dc60f5cbc99f58577657 (MD5) Previous issue date: 2011-05-30 / The dissertation aims to investigate the consumption way of children in their relation with cultural goods, including toys, games, television and internet. Two analytical axes guide the reflection: first, the reconstitution and position taken in relation to the debate about childhood and tensions between some trends that advocate its "disappearance" and others that seek to analyze the changes inherent in contemporary conditions. The second axis concerns the mediations undertaken by the family, friends, school and by their own conceptions of the world that allow children to elaborate and re-elaborate - negotiate senses and meanings related to what they consume, not necessarily in an identical way as that the hegemonic media portrays. Although the cultural industry, with its contents and means of strong appeal and power of seduction, suggests lifestyles, the child, when making choices, does so mediated by repertoires and values obtained from their socialization process. The concepts contained in the British and Latin Americans cultural studies were used as theoretical-methodological references, through which it becomes possible to investigate the cultural context and the family, such as instances of mediation in the child's relationship with the media, and the need to understand the culture as everyday practice. Some of the ways through which children, aged between six and ten, relate to cultural products and assign various meanings to them, were searched and analyzed as methodological protocol and field research / A dissertação tem como objetivo investigar modos de consumo das crianças na relação com bens culturais, entre eles, brinquedos, jogos, televisão e internet. Dois eixos analíticos orientam a reflexão: o primeiro apresenta a reconstituição e tomada de posição diante do debate sobre a infância e as tensões entre algumas tendências que preconizam seu desaparecimento e outras que buscam analisar as transformações inerentes às condições de contemporaneidade. O segundo eixo diz respeito às mediações efetivadas pela família, amigos, escola e pelas próprias concepções de mundo, que permitem às crianças elaborarem e reelaborarem negociarem sentidos e significados relacionados àquilo que consomem, não necessariamente de forma idêntica àquela hegemônica veiculada pela mídia. Embora a indústria cultural, com seus conteúdos e formatos de forte apelo e poder de sedução, sugira estilos de vida, a criança, ao fazer suas escolhas, o faz mediada por repertórios e valores apreendidos em seu processo de socialização. Como referências teórico-metodológicas foram utilizadas concepções contidas nos estudos culturais britânicos e latino-americanos, por meio das quais se torna possível investigar os contextos culturais e a família, como instâncias de mediação na relação da criança com as mídias, e a necessidade de compreender a cultura como prática cotidiana. Como protocolo metodológico e pesquisa de campo foram buscadas e analisadas algumas das formas pelas quais as crianças, com idade entre seis e dez anos, se relacionam com alguns produtos culturais e a eles atribuem diversos significados

Made available in DSpace on 2016-04-26T14:53:01Z (GMT). No. of bitstreams: 1 Cristiane Simao Michelan.pdf: 2149059 bytes, checksum: fdb7ce462974dc60f5cbc99f58577657 (MD5) Previous issue date: 2011-05-30 / The dissertation aims to investigate the consumption way of children in their relation with cultural goods, including toys, games, television and internet. Two analytical axes guide the reflection: first, the reconstitution and position taken in relation to the debate about childhood and tensions between some trends that advocate its "disappearance" and others that seek to analyze the changes inherent in contemporary conditions. The second axis concerns the mediations undertaken by the family, friends, school and by their own conceptions of the world that allow children to elaborate and re-elaborate - negotiate senses and meanings related to what they consume, not necessarily in an identical way as that the hegemonic media portrays. Although the cultural industry, with its contents and means of strong appeal and power of seduction, suggests lifestyles, the child, when making choices, does so mediated by repertoires and values obtained from their socialization process. The concepts contained in the British and Latin Americans cultural studies were used as theoretical-methodological references, through which it becomes possible to investigate the cultural context and the family, such as instances of mediation in the child's relationship with the media, and the need to understand the culture as everyday practice. Some of the ways through which children, aged between six and ten, relate to cultural products and assign various meanings to them, were searched and analyzed as methodological protocol and field research / A dissertação tem como objetivo investigar modos de consumo das crianças na relação com bens culturais, entre eles, brinquedos, jogos, televisão e internet. Dois eixos analíticos orientam a reflexão: o primeiro apresenta a reconstituição e tomada de posição diante do debate sobre a infância e as tensões entre algumas tendências que preconizam seu desaparecimento e outras que buscam analisar as transformações inerentes às condições de contemporaneidade. O segundo eixo diz respeito às mediações efetivadas pela família, amigos, escola e pelas próprias concepções de mundo, que permitem às crianças elaborarem e reelaborarem negociarem sentidos e significados relacionados àquilo que consomem, não necessariamente de forma idêntica àquela hegemônica veiculada pela mídia. Embora a indústria cultural, com seus conteúdos e formatos de forte apelo e poder de sedução, sugira estilos de vida, a criança, ao fazer suas escolhas, o faz mediada por repertórios e valores apreendidos em seu processo de socialização. Como referências teórico-metodológicas foram utilizadas concepções contidas nos estudos culturais britânicos e latino-americanos, por meio das quais se torna possível investigar os contextos culturais e a família, como instâncias de mediação na relação da criança com as mídias, e a necessidade de compreender a cultura como prática cotidiana. Como protocolo metodológico e pesquisa de campo foram buscadas e analisadas algumas das formas pelas quais as crianças, com idade entre seis e dez anos, se relacionam com alguns produtos culturais e a eles atribuem diversos significados

Made available in DSpace on 2016-04-28T20:38:31Z (GMT). No. of bitstreams: 1 Andrea Nosek Lengyel.pdf: 347333 bytes, checksum: d4d30d5d0c5ad202790cab9cb571c5ed (MD5) Previous issue date: 2012-06-15 / This paper intends to discuss current forms of children s play, toys and games used in contemporary society, under a psychoanalytical perspective. Considering contemporary society as a consumer s society, under the influence of advertising and television, resulting in a culture of image and spectacle. Alongside peremptory happiness and immediatism, there is a requirement of fulfillment and competency directing people s lives, including children s. The new social logic assigns people hierarchically according to consumption possibilities: those who are or are not; who can or cannot; who have or do not have worth. As a result, depriving them of the right to autheticity and freedom since childhood. The rules are given and we try to adapt to them. As the psychoanalytical basis for this paper, I used the support of Sigmund Freud s, D. W. Winnicott s and J. Lacan s works. In the transition from a modern production society to a post-modern consumption society, I approach the subject who seeks completeness by acquiring goods, thus obliterating their own possibility to desire, play and fantasize. In the Capitalistic ideal, it is imperative to shorten the path between production and consumption. To illustrate this cultural change, I analyzed children s play and today s predominant birthday parties model, which I then compare to other more traditional forms of celebration. Moreover, I comment on the intensity of stimuli intended to entertain, motivate and teach children, but which ignore their capacities to choose, think, create, and, mostly, desire / Este trabalho tem a intenção de discutir as novas formas do brincar e da brincadeira na sociedade contemporânea, sob o ponto de vista da psicanálise, uma sociedade de consumo que sofre a influência da propaganda e da televisão na cultura do espetáculo. Ao lado de um imperativo de felicidade e imediatismo, uma necessidade de desempenho e eficiência comanda a vida dos cidadãos, inclusive das crianças. A nova lógica da vida social dispõe as pessoas hierarquicamente por meio das suas possibilidades de consumo quem é e quem não é, quem pode e quem não pode, quem vale e quem não vale , tirando o direito de autenticidade e liberdade desde a infância. As regras são dadas e tentamos nos adaptar a elas. Para o embasamento psicanalítico do brincar, respaldo-me em Sigmund Freud, D. W. Winnicott e Jacques Lacan. Abordo o sujeito, na passagem da sociedade moderna de produção para a sociedade pós-moderna de consumo, aquele que procura a completude na aquisição de objetos, o que oblitera a capacidade de desejar, brincar e fantasiar. No ideal do capitalismo, a exigência é que se encurte o caminho entre a produção e o consumo. Para exemplificar essa mudança cultural, são analisados algumas brincadeiras e o modelo de festas infantis preponderante na atualidade, os quais são em seguida comparados a outras formas de comemorar mais tradicionais. Além disso, discuto a intensidade de exposição a estímulos que pretendem divertir, incentivar e ensinar as crianças, mas que deixam de lado a capacidade de escolher, pensar, criar em suma, desejar

Detta examensarbete behandlar ämnet genus med fokus på en grupp femåriga barns tankar om leksaker och kön. Syftet utgörs av att undersöka om en grupp pojkar och flickor vid femårsålder tänker könsstereotypt om leksaker. Samt om dessa eventuella könsstereotypa tankar kan kopplas till föräldrarnas utbildningsnivå. För att söka svar på detta genomfördes en bildundersökning med 11 barn på en centralt belägen förskola i en medelstor svensk stad, de medverkande barnens föräldrar besvarade en enkät rörande barnens bakgrund så som syskon, leksaker och kamrater. Resultatet visade att yttre påverkan i form av föräldrars utbildningsnivå tycks ha ingen eller liten betydelse för barnens könsstereotypa tankar. Resultatet visade istället att faktorer så som eventuella syskon, syskonens ålder och kön samt föräldrarnas medvetna genustänk gentemot sina barn, var av stor vikt gällande barnens uppfattning om vilka leksaker som är kopplade till vilket kön. / The aim of this study is to show whether boys and girls at the age of five have gender stereotyped views about toys or not, and if their views can possibly be linked to the parents educational level. In order to answer this question we carried out a picture based study amongst 11 children in a preschool located in a town in Sweden. The parents also answered a survey with questions regarding their background such as siblings, toys, friends, educational level and work. The results showed that the parents’ educational level has little or no impact on the children’s answers in the study. Sibling or lack of siblings seems to be of bigger significance. But also if the parents have gender in mind when buying toys and clothes to their child. These two factors seem to be the most significant ones in relation to how the children associate different toys with gender and toys in our study.

Syftet med denna uppsats är att kritiskt granska leksaksreklam riktad till barn. Genom att använda oss av reklamklipp från det sociala mediet YouTube vill vi undersöka hur manligt respektive kvinnligt samt heteronormativitet konstrueras i dessa. För att finna mönster som vi kan koppla till vårt syfte tittar vi ur ett genusperspektiv genom textanalys närmare på reklamklippen. Genom vår analys fann vi att leksaksreklam riktad till barn är påtaglig könsstereotyp och skapar förväntningar på barn hur de ska se ut samt vilka egenskaper de förväntas inneha. Vi fann också att reklamklippen reproducerar heterosexualiteten som den hegemoniska sexualiteten. Detta gör att heteronormativiteten blir stark i reklamklipen då samtliga reklamklipp riktade till flickor vi tittat på är byggda på en parrelation mellan en man och en kvinna. Nyckelord: Genus, heteronormativitet, maskulinitet, könsroller, leksaker, den inre och yttre sfären, arbetsdelningen, passiv och aktiv, rosa. / English title: Boys are strong, girls are pink - a study of toy advertising to children. The purpose of this study was to critically examine the toy advertising to children. Through the use of commercials from the social media YouTube, we wanted to examine how male or female and heteronormativity were socially constructed in them. Through text analysis, we looked closer at the commercials with a gender perspective in order to find patterns that we could connect to our purpose. Through our analysis we found that toy advertising to children is reproducing gender stereotypes creating expectations for children how they should look and what features they expected to hold. We also found that the commercials reproduce heterosexuality as the hegemonic sexuality, as all commercials aimed at girls we looked at reproduces the partnership between two individuals as a relationship between a man and a woman. Keywords: gender, heteronormativity, masculinity, gender roles, toys, the inner and outer sphere of labor, passive and active, pink.

Thesis (doctoral)--Universität, Frankfurt (Main), 2001. / Includes bibliographical references (p. 234-249).

published_or_final_version / Criminology / Master / Master of Social Sciences

Abstrakt Titel: Leksaker i den digitala tidsåldern – Leksaksbranschens bemötande av nya preferenser Författare: Sandra Nilsson och Victor Tydesjö Handledare: Leif Rytting Kurs: Företagsekonomi III – examensarbete 15 hp. Linnéuniversitetet VT 2014 Syfte Vårt syfte med uppsatsen är att undersöka hur leksaksbranschen har förändrat och kommer att förändra sin verksamhet i den teknologiska tidsåldern. För att genomföra detta har vi fastställt några aspekter att undersöka: Butikernas nuvarande tillstånd gällande sortiment och arbetssätt Förändringar som har skett gällande sortiment som en konsekvens av barns förändrade teknologianvändning Leksaksbranschens framtid som en följd av den fortsatta teknologiutvecklingen Forskningsfrågan lyder: Hur påverkas leksaksbranschen av barns tidiga användande av olika former av digital teknologi? Metod Vi har för denna uppsats valt att använda den kvalitativa metoden. Detta för att på ett djupt sätt kunna få specifik data om branschens företeelser. Undersökningen har genomförts med en abduktiv ansats, där vald teori har format empirin men där empiri även har inverkat på den teori som presenteras. Det teoretiska materialet har präglats av akademisk litteratur och elektroniska källor. Empiriinsamlingen skedde genom kvalitativa intervjuer med fyra leksaksbutiker och en representant från branschorganisationen Leksaksbranschen. Slutsatser Gällande branschens nuläge framkom att inköp på speciella inköpsmässor för leksakshandlare och deras leverantörer bär stor betydelse för leksaksbutiker och inverkar även på utformning av deras sortiment. Samordning mellan mindre aktörer i en enda katalog föreslås vara ett sätt för de mindre starka butikerna att hävda sig bättre mot de stora kedjorna. Vi fann att lekåldern har minskat, vilket medför att barn är kunder under en kortare tid. Vissa sortimentsanpassningar har skett på grund av detta, men inte i särskilt stor skala. Gällande branschens framtid tydliggörs att aktörerna kan behöva göra vissa förändringar i sin verksamhet, där exakt vad detta skulle vara inte är självklart. / Abstract Our purpose with this study is to investigate how the toy industry has changed and will change its operations in the technological era. In order to do this, we determined a few aspects to investigate: The toy stores’ current state regarding assortment and ways of working Changes that have occurred regarding assortment as a consequence of children’s’ changed technological usage The future of the toy industry as a result of the continued technological development The research question goes as follows: How is the toy industry impacted by children’s early usage of different kinds of digital technology? In this study we decided to use the qualitative research method in order to gather profound and specific data about the happenings of the toy industry. The study has been carried out with an abductive methodology, allowing theoretical data to impact empirical data and also allowing empirical data to impact theoretical data. The theoretical data is characterized by usage of academic literature and electronic sources. The empirical data gathering was carried out by qualitative interviews with four toy stores as well as a representative from the Swedish toy industry association. Regarding the current state of the industry, it showed that purchasing at special toy dealer’s purchasing fairs is of significant importance for toy stores and also impacts the shaping of their assortments. Coordination between smaller actors in one single toy catalog is proposed as a way for the less powerful stores to assert themselves against large toy chains. We found that children stop playing with toys at an earlier age, which means that children are customers during a shorter time span. Certain assortment adaptations have happened due to this, but not in a very significant manner. Regarding the future of the industry it is conveyed that the actors may have to perform certain changes in their operations, but precisely what this would entail is not obvious.

The research project uses still life as a means of exploring current events of violence and oppression. These events are represented through juxtaposing plastic toys with organic objects. The toys include a range of popular generic toys such as army men, cowboys and Indians and toy soldiers. The organic objects were selected for their relationship to the specific event being represented. The toys and organic objects were positioned to create interesting and logical compositions. Themes of the series include opposing objects and ideas pitched against each other such as plastic/organic, perpetrator/victim, violence/peacefulness and destruction/sustenance. Within each work the plastic toys take on the demeanor of the tyrant(s), whereas the organic objects adopt the role of the victim(s). The research project uses these themes to convey the message that violence is both a barbaric way of dealing with conflict and a senseless form of self-expression. I have used symbols and metaphors to build a visual language. For the language to be translated accurately a great deal of research has taken place into the appropriate still life objects for each work. Each work incorporates metaphors and or symbols for both the oppressor and victim within the event being represented. The studio outcome of this research project, Silent Bang, includes a series of highly detailed finished paintings of various scales. Silent Bang as a body of work is colourful and aims to be aesthetically pleasing in addition to conveying a powerful message that incites interpretation.