The discourse of gender is a relevant and vital subject in the present culture and the space of the scientific research. Masculinity and femininity are defined by their differences, but the gender construct in a certain discourse is a social, cultural product. In an advertising, the act of cultural communication, the gender is determined by a dominant ideology and the stereotypes that are inveterated in the language, literature, society, and media. In this work, the televisual advertisements are analysed by the semiotical –communication research method. However, in the theoretical and practical parts of the work other aspects are also varied: gender, feminism, and men‘s studies, historical – cultural, social, psychological. Therefore, the work is basically of the interdisciplinary nature.
The object and the goals of the analysis in the semiotical, televisual advertising are to distinguish a stereotypical femininity and masculinity in a public and private space, dominant in advertisements; to show how they are created, reflected and (or) modified; to compare their expression in a public and private spheres; to disclose their relationship with a public culture and its changes.
The accomplished analysis allows to draw a conclusion that masculinity and femininity are diverse in the discourse of media advertising: varying from the stereotypical gender images to the unexpected roles, their modification, caricature. A modern media as if offers a variety of individual choices... [to full text]
| Identifer | oai:union.ndltd.org:LABT_ETD/oai:elaba.lt:LT-eLABa-0001:E.02~2006~D_20060606_110629-64763 |
| Date | 06 June 2006 |
| Creators | Varapickaitė, Dalia |
| Contributors | Jakaitė, Dalia, Lukšytė, Jolita, Balsevičiūtė-Šlekienė, Virginija, Maskuliūnienė, Džiuljeta, Lazdynas, Gintaras, Nagluivienė, Juldita, Gražys, Pranas, Siauliai University |
| Publisher | Lithuanian Academic Libraries Network (LABT), Siauliai University |
| Source Sets | Lithuanian ETD submission system |
| Language | Lithuanian |
| Detected Language | English |
| Type | Master thesis |
| Format | application/pdf |
| Source | http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20060606_110629-64763 |
| Rights | Unrestricted |
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