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"Vi vet ju redan, men vi måste veta. Vad har du på dig?": En kvalitativ studie av genusföreställningar och stereotyper på Oscarsgalans röda matta
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“We already know, but we have to know. Who are you wearing?” : A qualitative study of gender representation and stereotypes on the Oscars red carpet (English)
Abstract [en]

The aim of this study was to examine which impact social media has on gender equality. During The Oscars Red Carpet Live 2014 the hashtag #Askhermore arose in the social media sphere. The hashtag implies an existing difference in the questions asked towards women and men on the red carpet. To get a closer look into the climate on the red carpet this study focuses merely on the American Broadcasting Channel’s (ABC) broadcasts from the Oscars red carpet. To be able to follow up the movement and its’ potential effect, the study views two broadcastings done before the establishment of the hashtag and two done after.

Focusing on the verbal communication (the language being used), as well as the visual communication (the camera movements and angles), our study shows that #Askhermore has had a great impact on ABC’s Oscars red carpet broadcasts. By looking at these two types of communication in our analysis, it is revealed that women, before the establishment of #Askhermore, were mainly asked about their looks and clothes - while men were asked about their accomplishments in acting. Something that was drastically changed during the two later years of reporting, where women instead were asked the same type of questions as the male actors attending the event. Which indicates a fair amount of stereotypes being reproduced by the reporters at this Hollywood event. 

Place, publisher, year, edition, pages
2017. , p. 41
Keyword [en]
#Askhermore, Oscars Red Carpet Live, stereotypes, gender, visual communication, verbal communication, discourse analysis, social media, hashtag
National Category
Gender Studies Media Studies
Identifiers
URN: urn:nbn:se:lnu:diva-70106OAI: oai:DiVA.org:lnu-70106DiVA, id: diva2:1177102
Subject / course
Journalism
Educational program
Journalism and Media Production Programme, 180 credits
Supervisors
Examiners
Available from: 2018-01-25 Created: 2018-01-24 Last updated: 2018-01-25Bibliographically approved

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"Vi vet ju redan, men vi måste veta. Vad har du på dig?"(1109 kB)17 downloads
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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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Output format
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