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"Hur kan ni använda denna sortens kvinnoförtryck i er reklam!!": En kvalitativ undersökning av responsen H&M och Åhléns fått på Facebook i och med sina kampanjer med slöjbärande kvinnor.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
How can you use such kind of oppression against women in your advertising!!! : A qualitative study of the response H&M and Åhléns recieved due to their campaigns with veiled women. (English)
Abstract [en]

This paper, ”How can you use such kind of oppression against women in your advertising!!!”- A qualitative study of the response H&M and Åhléns recieved due to their campaigns with veild women” is about how the veil and the veild woman are mentioned in the respons of the campaigns and which values that can provide the veiled woman in the society. To find this out, I have used a critical text analysis where I have analyzed the vocabulary and sentence structure. The theories underlying this study are post-colonial feminism, Stuart Halls representation and the New media landscape. All of these theories has been used to analyse the material. The results showed that the veil was both mentioned as a symbol of oppression and freedom and the veild woman was someone who, for some people, both fought for justice and a free society and by some, someone who is deeply oppressed. The conclusions that can be drawn from the results is that the veil, still is something that is seen as an oppression of women, and doesn’t belong in Sweden. But it is also possible to interpret it in such a way that the veil is something that has come to be accepted in society, and for many, gained a new and different meaning from before. The main conclusion is that the veil still is something that is highly debated and that the veiled woman is someone that the western countries have different views on. 

Place, publisher, year, edition, pages
2016. , 30 p.
Keyword [en]
veil, facebook, qualitative study, linguistics
Keyword [sv]
slöja, kvalitativ, facebook, kritisk lingvistik
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-119518OAI: oai:DiVA.org:umu-119518DiVA: diva2:921915
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2016-04-21 Created: 2016-04-21 Last updated: 2016-04-27Bibliographically approved

Open Access in DiVA

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