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Pojkar är starka, flickor är rosa.: En studie av leksaksreklam riktad till barn.
University West, Department of Nursing, Health and Culture.
University West, Department of Nursing, Health and Culture.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Boys are strong, girls are pink. : a study about toy advertising to children. (English)
Abstract [sv]

Syftet med denna uppsats är att kritiskt granska leksaksreklam riktad till barn. Genom att använda oss av reklamklipp från det sociala mediet YouTube vill vi undersöka hur manligt respektive kvinnligt samt heteronormativitet konstrueras i dessa. För att finna mönster som vi kan koppla till vårt syfte tittar vi ur ett genusperspektiv genom textanalys närmare på reklamklippen.

Genom vår analys fann vi att leksaksreklam riktad till barn är påtaglig könsstereotyp och skapar förväntningar på barn hur de ska se ut samt vilka egenskaper de förväntas inneha. Vi fann också att reklamklippen reproducerar heterosexualiteten som den hegemoniska sexualiteten. Detta gör att heteronormativiteten blir stark i reklamklipen då samtliga reklamklipp riktade till flickor vi tittat på är byggda på en parrelation mellan en man och en kvinna.

Nyckelord: Genus, heteronormativitet, maskulinitet, könsroller, leksaker, den inre och yttre sfären, arbetsdelningen, passiv och aktiv, rosa.

Abstract [en]

English title: Boys are strong, girls are pink - a study of toy advertising to children.

The purpose of this study was to critically examine the toy advertising to children. Through the use of commercials from the social media YouTube, we wanted to examine how male or female and heteronormativity were socially constructed in them. Through text analysis, we looked closer at the commercials with a gender perspective in order to find patterns that we could connect to our purpose.

Through our analysis we found that toy advertising to children is reproducing gender stereotypes creating expectations for children how they should look and what features they expected to hold. We also found that the commercials reproduce heterosexuality as the hegemonic sexuality, as all commercials aimed at girls we looked at reproduces the partnership between two individuals as a relationship between a man and a woman.

Keywords: gender, heteronormativity, masculinity, gender roles, toys, the inner and outer sphere of labor, passive and active, pink.

Place, publisher, year, edition, pages
2013. , 50 p.
Keyword [en]
gender, heteronormativity, masculinity, gender roles, toys, the inner and outer sphere of labor, passive and active, pink.
Keyword [sv]
Genus, heteronormativitet, maskulinitet, könsroller, leksaker, den inre och yttre sfären, arbetsdelningen, passiv och aktiv, rosa.
National Category
Humanities Cultural Studies
Identifiers
URN: urn:nbn:se:hv:diva-5454OAI: oai:DiVA.org:hv-5454DiVA: diva2:630950
Subject / course
Cultur studies
Supervisors
Examiners
Available from: 2013-07-02 Created: 2013-06-19 Last updated: 2013-07-02Bibliographically approved

Open Access in DiVA

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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