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ICA-Stig har makten?: ICAs reklamfilmer ur ett genusperspektiv
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
ICA-Stig has the power : ICA's commercials from a gender perspective (English)
Abstract [sv]

Abstrakt

Syftet med vår undersökning var att studera ICAs reklamfilmer ur ett genusperspektiv. Vi har specificerat oss på om det manliga eller kvinnliga könet framkommer mer eller mindre i filmerna, om det har skett någon förändring kring genusperspektivet från år 2006 till 2016, samt om varorna som finns med i filmerna är mer eller mindre riktade till något av könen.

 

Frågeställning:

  • Hur framställs kvinnor respektive män i Icas reklamfilmer?
  • Har det skett någon förändring från år 2006 till 2016?
  • Är varorna som visas i reklamfilmerna avsedda för kvinnor, män eller båda?

 

Vi har utgått från teorier som vi anser är relevanta för vår undersökning. Vi har delat in teorierna i tre olika områden:

  • Genus
  • Medier och identitet
  • Reklam och media.

För att genomföra undersökningen har vi gjort en kvantitativ innehållsanalys på 15 olika reklamfilmer. Vi har avgränsat oss till reklamfilmer som har visats på TV under tre olika högtider i Sverige: jul, midsommar och påsk.

Vi har sedan gjort en kvalitativ innehållsanalys på fem filmer som vi anser lockar fram olika stereotyper.

 

Resultatet vi fann i vår undersökning var att männen dominerar i ICAs reklamfilmer, och med det menar vi att det bland annat är fler manliga karaktärer som är med och har en slags ledarroll. Vårt resultat skiljer sig något mot vad teorierna kring ämnet påstår, nämligen att kvinnor ofta dominerar reklambranschen. 

Abstract [en]

Abstract

The purpose of our survey was to study the gender perspective in ICA's commercials. We have specified whether the male or female gender appears more or less in the movies, if there has been any change in gender perspective from 2006 to 2016 and if the items featured in the movies are more or less directed to any of the sexes. We have limited ourselves to commercials that have been shown on television during three different festivals in Sweden: Christmas, Midsummer and Easter.

 

Question:

  • How are women and men produced in Ica's commercials?
  • Has there been any change from 2006 to 2016?
  • Are the items shown in the commercials intended for women, men or both?

 

We have assumed theories that we consider relevant to our survey. We have divided the theories into three different areas:

  • Gender
  • Media and identity
  • Advertising and the media.

In order to conduct the survey, we have made a quantitative content analysis of 15 different commercials. We have limited ourselves to commercials that have been shown on television during three different festivals in Sweden: Christmas, Midsummer and Easter. We have then made a qualitative content analysis on five films that we consider attracting different stereotypes.

 

The result we found in our survey was that the men dominate ICA's commercials, and we mean that among other things there are more male characters that are in and have a sort of leadership role. Our results differ slightly from the theory of the subject, namely that women often dominate the advertising industry.

Place, publisher, year, edition, pages
2017. , 46 p.
Keyword [sv]
ICA, genus, stereotyper, reklamfilm, identitet
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:hig:diva-24674OAI: oai:DiVA.org:hig-24674DiVA: diva2:1119716
Subject / course
Media and communication studies
Educational program
Media and communication
Supervisors
Examiners
Available from: 2017-07-20 Created: 2017-07-04 Last updated: 2017-07-20Bibliographically approved

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CiteExportLink to record
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Citation style
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