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DKUM
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Title:
Reprezentacija spola pri oglaševanju v izbranih katalogih igrač
Authors:
ID
Rizmal, Živa
(Author)
ID
Košir, Suzana
(Mentor)
More about this mentor...
Files:
MAG_Rizmal_Ziva_2021.pdf
(2,90 MB)
MD5: DD8DE1870AB3FE1D472949CAB7ADFFCF
PID:
20.500.12556/dkum/1d6ca686-7754-48ef-87af-f6aacb0bdedd
Language:
Slovenian
Work type:
Master's thesis/paper
Typology:
2.09 - Master's Thesis
Organization:
FF - Faculty of Arts
Abstract:
Magistrsko delo obravnava reprezentacije dečkov in deklic v katalogih igrač Baby Center, izdanih med letoma 2010 in 2020. Igrače in njihovo oglaševanje predstavljajo pomemben vidik spolne socializacije, saj na otroke prenašajo družbene norme, vrednote in ideologije, vezane na spol. Namen zaključnega dela je bil raziskati, v kolikšni meri in na kakšen način so reprezentacije dečkov in deklic v izbranih katalogih igrač spolno (stereo)tipizirane in ali je v obdobju desetih let že prišlo do kakšnega premika k bolj spolno nevtralnemu oglaševanju igrač. Izvedli smo kvalitativno in kvantitativno analizo fotografij otrok. Izsledki raziskave kažejo, da so reprezentacije otrok v izbranih katalogih igrač večinsko spolno (stereo)tipizirane. Skladno s pričakovanji se dečki najpogosteje pojavljajo s stereotipnimi moškimi igračami, deklice pa s stereotipnimi ženskimi igračami. Raziskava je pokazala, da obstajajo manjši premiki k spolno nevtralnemu oglaševanju igrač, vendar da je še vedno veliko več spolno (stereo)tipiziranih kot spolno nevtralnih oglasov. Reprezentacije dečkov in deklic, ki potencialno razbijajo spolne stereotipe, smo večinoma našli v katalogih, izdanih med letoma 2015 in 2020. V prihodnje bi bilo smiselno spodbuditi oglaševalce, da dajo večjo vlogo spolno nevtralnim oglasom igrač.
Keywords:
oglaševanje igrač
,
spol
,
spolni stereotipi
,
spolna socializacija
,
reprezentacije
Place of publishing:
Maribor
Publisher:
[Ž. Rizmal]
Year of publishing:
2021
PID:
20.500.12556/DKUM-79644
UDC:
316.346.2-053.2:[659.1:688.72](043.2)
COBISS.SI-ID:
75329539
Publication date in DKUM:
12.10.2021
Views:
1179
Downloads:
236
Metadata:
Categories:
FF
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:
RIZMAL, Živa, 2021,
Reprezentacija spola pri oglaševanju v izbranih katalogih igrač
[online]. Master’s thesis. Maribor : Ž. Rizmal. [Accessed 21 January 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=79644
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Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:
08.08.2021
Secondary language
Language:
English
Title:
Representation of Gender in Advertising in Selected Toy Catalogues
Abstract:
The master’s thesis considers the representations of boys and girls in Baby Center’s toy catalogues published between 2010 and 2020. Toys and their advertising represent an important aspect of gender socialization, as they transmit social norms, values, and ideologies relating to gender. The purpose of this thesis was to research to what extent and in what way are representations of boys and girls in selected toy catalogues gender (stereo)typified and whether any progress towards more gender-neutral toy advertising has been made in the past ten years. We conducted a qualitative and quantitative analysis of photographs of children. The research findings show that children’s representations in selected toy catalogues are mostly gendered. As expected, boys most often appear with stereotypical male toys and girls with stereotypical female toys. Research showed that there are slight shifts to gender-neutral toy advertising; however, there are still excessively more gendered-typed than gender-neutral ads. Representations of boys and girls that potentially break gender stereotypes were mostly found in catalogues published between 2015 and 2020. In the future, it would be reasonable to encourage advertisers to attribute a greater role to gender-neutral toy advertisements.
Keywords:
toy advertising
,
gender
,
gender stereotypes
,
gender socialization
,
representations
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