“Violent men and superficial women” (“Våldsamma män och utseendefixerade kvinnor”) by authors Magda Wendel Bommarco and Lina Larsson aims to evaluate how male and female stereotypes are constructed in Super Bowls commercials 2023. The subject illustrates the issues behind stereotypes as a part of wider social ideologies and power relations, which makes the topic highly relevant to examine. The study examines how male and female stereotypes are constructed in the commercials, how they differ as well as how they can be understood. The research questions are examined through a semiotic content analysis of 10 commercials from Super Bowl 2023. The essay's theoretical framework consists of hegemonies, stereotypes and the gender system. The main results reveal that women are stereotyped as dumb, crazy, fixated on appearance as well as motherly in the commercials. This differs from the male stereotypes, which are related to violence and criminality, beer-drinking, sports and being a father. The results reveal that both genders are stereotyped as clichés, but that the female stereotypes are portrayed as more problematic than the male stereotypes are. The results can complement previous research in the field as well as display the stereotypes' function in society as a whole. The results are therefore relevant for the academic field as well as society.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-505441 |
| Date | January 2023 |
| Creators | Larsson, Lina, Wendel Bommarco, Magda |
| Publisher | Uppsala universitet, Medier och kommunikation |
| 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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