Change search
ReferencesLink to record
Permanent link

Direct link
"Det är så roligt att träna": En kvalitativ undersökning av hur kvinnor gestaltas i tidningen I FORM:s personporträtt
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"It's so fun to exercise" : A quality study on how women are portrayed in the magazine I FORM:s portraits (English)
Abstract [en]

I FORM is the biggest health magazine of Scandinavia. It is a magazine that treats subjects like health food, training, sports gear, sex and relationships. The magazine addresses women directly and only women appear in the magazine.

This is a study on how I FORM portrays women in their segment called “Addicted to” (Biten av). It is a study of what kind of stereotypes that are used and also what kind of pictures that has been used to portrait the women. Lastly I try to answer the question of how the portraits in I FORM can recreate or transform the medial use of dominating gender discourses in society.

The method of use is the rhetorical text analysis as described in Jostein Gripsruds book Mediekultur och mediesamhälle, where I’m looking at the three first steps of the Partes model. The theoretical framework treats the subjects of primary and secondary socialization, social and personal identity, and the influence of media, gender and stereotypes, both in written text and in pictures.

The conclusion of this study is that there is a common use of different stereotypes in I FORM:s portraits. They use their segment “Addicted to” (Biten av) to promote different types of exercises and the women are portrayed differently depending on if the type of exercise is counted as more of a male or a female exercise.

Place, publisher, year, edition, pages
2012. , 51 p.
Keyword [sv]
stereotyper, kvinnor i medier, genus, identitet, diskurs, I FORM
National Category
Other Social Sciences
URN: urn:nbn:se:lnu:diva-17088OAI: diva2:484179
Subject / course
Educational program
Journalism and Media Production Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2012-02-06 Created: 2012-01-26 Last updated: 2012-02-06Bibliographically approved

Open Access in DiVA

haggrenviktor(697 kB)243 downloads
File information
File name FULLTEXT01.pdfFile size 697 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Haggren, Viktor
By organisation
School of Social Sciences
Other Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 243 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 265 hits
ReferencesLink to record
Permanent link

Direct link