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Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This student thesis examines what discourses exist within Libresse's advertising for sanitary products and if these have evolved over time. To examine this, two epochs have been selected; the first epoch covers the years 1990 to 2003 and the latter epoch covering 2014 to 2017. The purpose of this study has been to probe whether factors such as new media development and increased involvement in feminist issues can interact with the possible development of Libresse advertising. The purpose has also been to study how the taboo discourse around menstruation is managed by the company as well as if they have changed between the two epochs.

The thesis is based on intersectionality and feminist media theory as the theoretical base. In order to answer the study's proposal, the method used was a critical discourse analysis combined with a semiotic analysis. To create a pre-understanding of the subject, the reader starts with a description of the company Libresse, to give examples of how women stereotyped, how feminism has developed over the last decades and what existing discourse there is about menstruation. This is due to a deeper insight into what previous feminist researchers said about advertising and marketing, new media and girls' potential, definition of the third wave feminism, social media and cyber-feminism.

The study has been based on these research questions:

- Has the discourse in Libresse’s advertising for sanitary products changed over time?

- If so, how have these discourses changed and has the development of media and feminism have a significant role?

The results show that a change between these epochs can be distinguished. Libresse has adapted their communication techniques to a modern society and the feminist commitment that prevails. The taboo discourse about menstruation still exists within Libresse commercials, but more subtle in the later era. The woman is made in today's commercials in a more positive and beneficial way.

Keywords: Libresse, discourse, feminism, menstruation

Place, publisher, year, edition, pages
2017. , p. 142
Keywords [sv]
reklamfilm, marknadsföring, mens, libresse, sociala medier, kritisk diskursanalys, intersektionalitet, feministisk medieteori
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-56636OAI: oai:DiVA.org:kau-56636DiVA, id: diva2:1118068
Subject / course
Media and Communication Studies
Educational program
Media and Communication: Visual Communication Design (180 ECTS credits)
Supervisors
Examiners
Available from: 2017-06-30 Created: 2017-06-29 Last updated: 2017-06-30Bibliographically approved

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CiteExportLink to record
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