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Drömvinster och machomän: En semiotisk analys av maskulinitet i  TV-reklamfrån spelbolag
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The starting point in this study is the huge increase of betting- and casino advertising in Swedish television. Advertising from betting- and casino companies occupies a lot of space in the daily media flow and this study investigates how masculinity is constructed in the commercials for a Swedish context. Sweden is a country at the forefront of gender equality, so it is also interesting to investigate how the relatively new advertising genre for gambling is involved and constructs stereotyped images of masculinity. The study uses semiotics as the method of analyzing for commercial film clips produced for television broadcast in Sweden.The study finds that masculinity is constructed in different ways in advertising from gambling-companies. One difference is how companies registered outside Sweden use an aggressive macho man to promote game advertising while Swedish gaming companies construct a more everyday image of the man as soft and emotional.

Place, publisher, year, edition, pages
2018. , p. 63
Keyword [en]
Semiotics, masculinity, swedish tv-commercials, stereotypes, gender, advertising.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-64883OAI: oai:DiVA.org:oru-64883DiVA, id: diva2:1181055
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2018-02-07 Created: 2018-02-07 Last updated: 2018-02-07Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf