The aim of this study is to explore and discuss how media is describing the woman in Swedish magazines. We also explore how a normative image of the woman is created. We offer one possible explanation for how ideals of women can generate and mediate different ideas of femininity and therefore lead to inequality. The study is based on an analysis of articles published between 2018-2022 in Swedish women's magazines amelia, Femina, mama and tara. Using a qualitative research design by exploring both the text and pictures in the magazines we analyze how the ideal of the woman and norms of femininity can be embedded both in words and photos. The main categories that were identified are: motherhood, health-ideal, beauty-ideal and the general ideal of the woman. To analyze our material, theories and theoretical frameworks such as Agenda Setting Theory, Framing Theory, Respectability and Intersectionality have been used to analyze our data. The main conclusion of our analysis is that media plays an influential role in the construction of the ideal women. The woman is most often described as white, slim, well-dressed and successful. This stereotypic description of the woman is not consistent with the more diverse representation of the woman in society today. This therefore generates an inability due to, for example class and ethnicity, to live up to the ideals that media has constructed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-110186 |
| Date | January 2022 |
| Creators | Högstedt, Moa, Gyllenhammar, Elise |
| Publisher | Linnéuniversitetet, Institutionen för samhällsstudier (SS) |
| 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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