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Har bilden av maskulinitet åldrats med värdighet?: En kvantitativ innehållsanalys av manlighetsideal i reklamannonser för manliga skönhetsprodukter under 2000-talet
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Has the image of masculinity aged with dignity? : A quantitative content analysis of masculinity ideals in advertisements for grooming products in the 2000’s (English)
Abstract [en]

Purpose: This study has been conducted with the purpose to examine representations of men and masculinity ideals in advertising for male grooming products. This study also aims to investigate how the male representation has changed during the 2000’s.

Theories: The theoretical framework of this study is based on established theories and past research about gender, masculinity, advertising and visual communication.

Methodology: The study has had a quantitative approach and is based on content analysis of print advertisements published in the Swedish lifestyle magazine Café during the years 2003-2012.

Conclusion: The result of the study suggests that the representation of men was not versatile, many of the advertisements showed the same representation pattern, which indicated that the metrosexual was the most common depicted masculinity. Past research shows that the notion of men and the male representations in media has gone through major changes during the last decades. However, the results of this study did not find any signs that the male representations were going through any significant change in the examined advertisements. But the results did show signs of feminization, sexualization and objectification in the male representations. 

Place, publisher, year, edition, pages
2013. , 55 p.
Keyword [en]
gender, masculinity, masculinity ideals, advertising, café, male grooming
Keyword [sv]
genus, maskulinitet, manlighetsideal, reklam, reklamannonser, café, manlig skönhetsvård
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-27017OAI: diva2:632156
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2013-06-25 Created: 2013-06-24 Last updated: 2013-06-25Bibliographically approved

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