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"I've been guilty of provocation but it's also just common sense marketing": En studie av framställningen av genus och sexualitet inom reklamkampanjer i form av modefotografi
Stockholm University, Faculty of Humanities, Department of Media Studies.
Stockholm University, Faculty of Humanities, Department of Media Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this essay is to analyze the portrayal of gender and sexuality within fashion photography through a representational study of men and women in select Gucci fashion campaigns, Fall/Winter 1996 and Spring/Summer 2003. In doing so we also find specifics as to how artistic expression can manifest itself in the form of sexist advertising, this being through the sexualisation of fashion photography. The study commences with an introduction, explanation of its purpose, and a descriptive background of the Gucci fashion house and it’s then creative director Tom Ford, the material used and the public criticism it has received as sexist portrayal of women. The frame of the study takes form  through the theoretical approaches of gender theory and postfeminism focusing on the structural order of gender, gender roles and the use of feminine pleasure within advertising. Moreover we base our study on the concept of previous research on male pleasure alongside its female counterpart as well as the male concept of power. The analysis is performed through the methodical approach of Roland Barthes semiotic analysis including the use of denotation, connotation and myth as well as a multimodal analysis with a chosen set of semiotic resources; these are primarily focused on terms such as gaze, actions, positioning and camera angles. The material in question is divided into three pictures from each fashion house, totaling a set of six pictures each analyzed individually and ultimately discussed as a whole. Our findings result in a significantly more diverse interpretation than the single result expressed by public, governmental and editorial outcry; implying that the campaigns analysed can, through the use of semiotic and multimodal analysis carry significantly different meaning depending on what pictures are being analyzed as well how it is analyzed and interpreted. As such our results imply significantly less sexist and more conceptually diverse campaigns than what they, and Gucci under Tom Ford, have been known for. Moreover we found that the portrayal of fashion photography can be used as a tool for masking sexual violations through the pretext of artistic expression.

Place, publisher, year, edition, pages
2019. , p. 43
Keywords [sv]
mode, modefotografi, modereklam, objektifiering, sexualisering, makt, våld mot kvinnor, multimodalitet, semiotik, myter, den manliga blicken, femininitet, maskulinitet, representation, agens, kön, genus, sexualitet, konst, Tom Ford, Gucci, Mario Testino
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:su:diva-165572OAI: oai:DiVA.org:su-165572DiVA, id: diva2:1284577
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Available from: 2019-05-03 Created: 2019-02-01 Last updated: 2019-05-03Bibliographically approved

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