| Summary: | The aim of this studie centers on how lgbt (lesbian, gay, bisexual, transgender) are portrayed in women’s magazines. The magazines we have chosen to analyze are FRIDA, VeckoRevyn and amelia, which all three have different target groups. We have, with the assistance of the rhetorical and semiotic analysis methods, assessed 18 articles with their associated photographs. These methods are part of the qualitative analysis model and are used in order to study less empirical data with more depth. With the qualitative analysis we were able to see potential patterns among our empirical data. Lgbt is known as a minority group and has often been described in a stereotypical way. We wanted to see if and how the portraying of lgbt has changed within the last 16 years and if the different target groups affect the portrayal. Our studie shows that stereotypes, according to the magazines, are still a part of the preconceptions in our society. In the middle of 1990’s the magazines wrote about stereotypes such as the lonely lizzie and the sparkling faggot. Nowadays they focus on what is seen as feminine and/or masculine. Heteronormativity is still the prescribed values of today.
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