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Blå flickor men blåare pojkar: En undersökning om hur könsrollerna porträtteras i Leksakskataloger 2014 -2015
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this qualitive content analysis is to examine and analyse how children are visualized in toy catalogs, depending on their gender, 2014 - 2015.


It is important to observe how advertisement maintains the gender stereotypes norms of our society, since it has a major impact on our self-image and identity. Especially when it comes to children, who absorb everything and also because it is during the childhood the socialization process begins.


It is common that toy stores and toy catalogs distinguish boy toys from girl toys, based on the toy’s colour, form and function. This phenomena has become a topic of public discussion in recent years. Therefore, the two large toy companies, BR-leksaker and Toys “R” Us, claim to have published gender neutral toy catalogs by changing the gender roles and letting boys and girls play together with the same toys.


In order to gain more knowledge of toys impact on gender roles, we studied previous research by scientist in the field of gender, e.g. Almqvist, Butler and Connell. By using a qualitative method with a semiotic perspective, we found recurrent underlying aspects in the advertisements, by the selection of twelve pictures. The studies result implies that the studied toy catalogs are not yet equal, although a certain level of progress can be ascertained. Not even the three most equal advertisements visualized girls and boys equally, because of details such as stereotypical hairstyles, accessories and clothing. Furthermore, the study shows that girls are portrayed with boy toys than vice versa, which implies that boys are to a greater extent regarded as abnormal.  

Place, publisher, year, edition, pages
2015. , 44 p.
Keyword [en]
Gender, gender roles, toys, pink, inequality, toy store, passive and active
National Category
URN: urn:nbn:se:lnu:diva-45664OAI: diva2:845426
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2015-08-17 Created: 2015-08-11 Last updated: 2015-08-17Bibliographically approved

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