This master’s thesis explores gender issues. Specifically, it explores the representation of masculinity and to some extent femininity, in media, by examining the grooming brand Gillette’s commercials. Both older and contemporary commercials are analyzed. The contemporary commercials are Gillette’s campaign films “The Best Men Can Be” and Gillette Venus’ “My Skin. My Way”. This is mainly carried out by utilizing theory from sociologists Stuart Hall and Raewyn Connell. Hall provides representational theory and Connell provides theory of masculinity, specifically, hegemonic masculinity. Combined, the theoretical framework provides concepts to identify how masculinity and femininity are represented in the commercials. The methodological approach is based on data- and concept-driven coding and text analysis. Throughout the master’s thesis it is discussed how gender representation in the media and advertising, affects the construction of gender and how it impacts the perception of gender and gender relations. The master’s thesis concludes that different forms of masculinity and femininity are represented, but certain characteristics have obtained hegemonic status, and these characteristics are reproduced through Gillette’s older commercials. Their new campaign offers a new way of representing men, by breaking with some of the hegemonic characteristics, while at the same time reinforcing others.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||3 jun. 2019|
- hegemonisk maskulinitet