As a future teacher in history you need to know that you have the task, not only teaching your students about the past, you also have the task to teach your students about values that should permeate our society. How all people should be treated equally, regardless of gender, ethnicity, sexual oritentation or faith. In our Swedish society today, the media has greater impact than before. By that I mean that the Internet, smartphones, and all apps that revolve around social media have grown enormously. Students are influenced by the media every day. It’s also important that the students understand how companies choose to express themselves. Throughout the years, the woman has been seen as a "housewife" while the man was considered to be the one that was supposed to provide the family. I want to investigate how Swedish companies choose to produce the different sexes through their marketing. Briefly, the result was that the company chooses to show gender depending on who the advertisement is intended for. In advertising directed against men, the woman is used as a stereotype woman. But it does not mean that the advertisement is discriminatory. This is where you have to make a distinction between what is stereotypical and what is discriminatory. The interesting thing is that the woman in the first advertisements is produced as a housewife. In today's society when the norms have changed, she has left the housewife role but is still being represented as the typical woman.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-38952 |
| Date | January 2019 |
| Creators | Mårtensson, Maja |
| Publisher | Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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