Televizija yra viena iš socializacijos priemonių, kurią žiūrima tam, kad sužinoti svarbią informaciją arba norint gerai praleisti laiką. Be to, televizija suteikia ir savotišką pasitenkinimo jausmą, kai kiekvienas žiūrintysis turi galimybę tapatintis su vaizduojamų personažų herojais, kuriuose gali identifikuoti save. Per paskutinius metus, Lietuvoje išleidžiama po kelis lietuviškus serialus, kurie susilaukia teigiamo žiūrovų įvertinimo (TNS Gallup duomenimis serialas „Moterys meluoja geriau patenka į populiariausių laidų penketuką). Nenuostabu, kad žiūrovas renkasi lietuvišką muilo operos variantą, kuriame išvysta priimtinus kultūrinius modelius, artimus vyriškumo ir moteriškumo modelius su kuriais gali tapatintis ir atrasti dalelę savęs. Todėl šiame darbe siekta išanalizuoti ir pateikti moteriškumo reprezentacijų sampratų įvairovę serialuose „Emilija“ ir „Moterys meluoja geriau“. Pirmojoje literatūros analizės dalyje aptariama feministinio moteriškumo samprata, išskiriami pagrindiniai radikaliojo, liberaliojo, socialistinio ir psichoanalitinio feminizmo autorių požiūriai. Antrojoje darbo dalyje išskiriama psichoanalizės įtaka feministiniuose tyrimuose, pristatoma vizualinio malonumo svarba kine, aptariami feministinio įgalinimo būdai žiniasklaidoje. Trečiojoje darbo dalyje pristatomos moterų reprezentacijų problematikos, pristatomi moterų ir muilo operų žiūrėjimo ypatumai, nagrinėjami moterų stereotipų vaidmuo žiniasklaidoje ir feministinėje literatūroje. Tyrimo... [toliau žr. visą tekstą] / Television is one of the agent tools that are playing socialization role. People are watching TV in order to receive relevant information or to spend a leisure time. Therefore, television provides particular delectation; in the meantime, everyone has opportunity to identify themselves in pictorial characters. In the recent years, screens are showing several new Lithuanian soap operas, and it has congenial viewer’s assessment (TNS Gallup records that serial “Moterys meluoja geriau” is one of the popular watching program and rating between five best programs). No, wonder why people are choosing to watch Lithuanian soap operas versions, where they can find acceptable cultural models, familiar masculinity and femininity patterns in which they can identify an element of themselves. This research seeks to analyze and to propose diversions of women femininity concepts in the serials “Emilija” and “Moterys meluoja geriau”. The first theoretical part of this work is discussing about feministic femininity concepts, excluding radical, liberal, socialistic and psychoanalytic essential scholarship approaches. The second part is about psychoanalytic viewpoint influence in feministic studies, including visual pleasure significance and feministic empowerment in the media. The third part of this research is representing women’s agency proposition, analyzes women and soap opera’s particularity and examines women’s stereotypes in the media and feministic theory. The research results has... [to full text]

Denna studie granskar hur perspektiv på femininitet manifesteras i kvinnliga fotografers bilder av andra kvinnor på Instagram. En av de fundamentala drivkrafterna som kvinnliga fotografer på medieplattformen Instagram uppvisar i sitt arbete, är att förmedla ett kvinnligt perspektiv på världen. Genom kvalitativ semiotik undersöker studien de möjliga betydelser kring femininitet som går att utläsa i bilder vars teman berör upplevelsen av att vara kvinna. Den lyfter frågan om det egentligen finns ett enhetligt kvinnligt perspektiv - och i så fall, hur tar det sig uttryck? Resultaten indikerar att vad som definierar de kvinnliga blickarna i dessa bilder kan tolkas på ett antal sätt - som internaliseringar av patriarkala strukturer, som försiktiga brytanden mot normer av representationer av kvinnor i media, eller som ironiserande satirer. Men även att det finns en kvinnlig erfarenhet, som handlar om att växa upp som kvinna, bemötas och leva som kvinna, som syns i dessa fotografers arbete. / This study looks at how perspectives on femininity are manifested in female photographers’ images of other women on Instagram. One of the fundamental incentives that female photographers on the media platform Instagram show in their work is to convey a female perspective on the world. Through qualitative semiotics, the study explores the possible meanings about femininity that can be deduced in images with themes concerning the experience of being a woman. It raises the question of whether there actually is a homogenous female perspective - and if so, how is it expressed? The results indicate that what defines the female gazes in these images can be interpreted in a number of ways - as internalisations of patriarchal structures, as careful breaches against norms of female representation in the media, and as ironic satires. But also that there is a female experience that is about growing up defined as a woman— being treated as and living as a woman — that is visible in the work of these photographers.

I denna uppsats tittar jag på utdrag av Victoria’s Secrets och Savage x Fentys bildflöden på Instagram, för att med hjälp av en semiotisk analys se hur de representerar kvinnlighet som en del av deras marknadsföring. Syftet är att undersöka skillnaden mellan märkenas visuella varumärkesbyggande, och hur det står i samband till konsumenters personliga identitetsbyggande. Resultatet analyseras utifrån litteraturstudier i form av vald teori kring representation, genus, distinktion, klass och märkeskultur. I min slutsats kommer jag fram till att de två märkena använder sig av liknande tecken som är olika kodade för att referera till kvinnlighet, och därför genererar olika budskap. På så sätt utvecklar de två flödena kulturella särdrag som konsumenter kan ta till sig som en del av sitt personliga varumärkesbyggande. / In this paper I examine excerpts from Victoria’s Secret’s and Savage x Fenty’s feeds on Instagram with the help of a semiotic analysis in order to see how they each represent women as a part of their marketing. The purpose is to investigate the difference between the two brand’s visual branding, and how it correlates to consumer’s personal branding. The result is then analysed with the help of selected theories regarding representation, gender, distinction, class and brand culture. In my conclusion I conclude that the two brands use similar signs that are coded differently to refer to femininity, and thus generates different messages. The two brands thus develop cultural characteristics that consumers can adopt as part of their personal branding.

恐怖電影一直都是好萊塢主流電影中一項重要並且流行的一種類型。在一九七零年代末期，出現了一種新型的恐怖片，也就是所謂的跟蹤客/砍殺電影。雖然這類電影誇張地凸顯性別差異，不過還是以其展現出極度暴力以及色情的風格，迅速地受到廣大觀眾的歡迎。過去國外對於此類電影的研究多半由批評家蘿拉•莫薇的觀點出發，指出由於跟蹤客/砍殺電影中男性總被描寫為強壯的角色，而女性總是被窺視及性慾化的個體，因此唯有男性觀眾得以由此類電影當中獲得視覺上的快感。然而，很明顯地此一詮釋並不能夠完全解釋為何女性在跟蹤客/砍殺電影的忠實觀眾中佔有相當的份量。因此，有鑑於此，以及國內對於此類電影研究的稀少，本論文將仔細探討之前詮釋的缺失，並尋找一個更適當及周詳的理論來詮釋兩種性別觀眾的觀看議題，特別是在跟蹤客/砍殺電影這種性別刻畫差異極大的類型中。 本論文分為四個章節。第一章介紹跟蹤客/砍殺電影如何誇張地呈現性別差異，以及之前的評論家如何詮釋此類電影中的刻板元素。第二章則探討莫薇如何批評好萊塢主流電影為傳播父權意識型態的機制，以及跟蹤客/砍殺電影如何成為此意識型態的傳聲筒。第三章則指出莫薇如何為了將批判父權體系為重心而在引用佛洛依德的理論時刻意忽略了女性在獲得視覺快感的能動性。更重要地，第四章引用「幻象」的概念，指出視覺快感不應該因觀眾的性別而有所不同；唯有在「幻象」的領域中，不管是男性或是女性都可以主動地獲得視覺快感，那怕是像跟蹤客/砍殺電影這種刻意凸顯性別差異的電影類型。最後，第五章為前述論點作個總結，指出「幻象」為現有的理論中最能詮釋觀眾在觀看跟蹤客/砍殺電影時所獲得的視覺快感。 / Horror films have been an important and popular form of mainstream Hollywood films. In the late seventies, a special type of horror films, stalker/slasher films, characterized by their demonstration of extreme violence and sex, immediately attracted a huge amount of spectators despite that males are always depicted as powerful agents whereas females the powerless and eroticized objects. Previous critics analyze stalker/slasher films by adopting Laura Mulvey’s concepts, indicating that only males can require visual pleasure through the films. However, the interpretation obviously fails to account for the fact that females comprise a significant amount of stalker/slasher films spectators. As a result, the thesis aims to indicate the defects of those critics and, moreover, to search for a theory that provides a better interpretation of spectators’ visual pleasure in viewing stalker/slasher films. The thesis consists of five chapters. Chapter One introduces how stalker/slasher films dramatize gender differences and how the previous critics analyze their conventional elements. Chapter Two discusses how Mulvey criticizes mainstream Hollywood cinema as a mechanism that spreads patriarchal ideology and how stalker/slasher films manifest the patriarchal ideology. Chapter Three, on the other hand, points out how Mulvey selectively adopts Freud’s theory because of her political nature and how her theory fails to account for a spectatorship with which both men and women can acquire visual pleasure in viewing stalker/slasher films. Most importantly, Chapter Four, introduces the concept of fantasy, indicating that spectatorship should not be demarcated along biological gender lines; within the realm of fantasy both men and women are the active agents acquiring visual pleasure through adopting multiple and fluid spectating positions. Finally, Chapter Five concludes that fantasy may be a better perspective that accounts for not only males’ but also females’ visual pleasure in viewing stalker/slasher films.

Mémoire en recherche-création. / Ce mémoire de recherche-création pose la question de la possibilité d’écrire un scénario de film de fiction narratif féministe. Une position vastement débattue dans la littérature féministe sur le cinéma suggère que le cinéma classique dit mainstream ne peut être investi d’une posture féministe puisque le langage cinématographique qui lui est inhérent participe à l’idéologie patriarcale dominante et réifie les personnages féminins comme objet passif du désir du masculin, figure active dans la narration. Mais qu’en est-il du scénario? La réflexion qui anime ce mémoire interroge le développement du scénario dans le discours et la figure négligée par l’histoire du cinéma (Francke 1994, 3) de la scénariste, puis les fondements de la narration et leur participation à l’idéologie dominante. Finalement, cette réflexion est accompagnée d’un scénario de film de fiction de long-métrage narratif dans lequel une tentative d’inscrire une subjectivité féminine se tisse grâce à une notion de désidentification qui s’avère intrinsèque à certains outils de l’objet de préproduction. La recherche informe la création alors que la création dépasse son cadre formel pour s’immiscer et tenter de régner dans la recherche. / This research-creation thesis asks the question of the possibility of writing a feminist narrative fiction film script. A widely debated position in feminist film literature suggests that mainstream cinema cannot be invested with a feminist posture since its inherent cinematic language participates in the dominant patriarchal ideology and reifies female characters as passive objects of desire of the male, active figure in the narrative. But what about the screenplay? The reflection that drives this thesis questions the development of the screenplay in discourse and cinema’s history neglected figure (Francke 1994, 3) of the woman screenwriter, followed by the foundations of narrativity and their participation in the dominant ideology. Finally, this reflection is accompanied by a narrative feature film script in which an attempt to inscribe a female subjectivity is woven through a notion of disidentification that proves intrinsic to certain tools of the pre-production object. The research informs the creation while the creation exceeds its formal framework to interfere and try to reign over the research.