| Summary: | Baaam is a Swedish digitized lifestyle magazine for young women that, among other things, writes about sex, sexuality and relationships. Baaam is a feminist platform that claims to be a guiding companion to young women. The purpose of this study was to examine how Baaam portrays female sexuality and thus what messages they convey to young women regarding female sexuality. The research questions were: How is female sexuality portrayed in the lifestyle magazine Baaam? Does the selected articles from Baaam confirm or change the traditional, dominant view of female sexuality? Norman Fairclough’s critical discourse analysis (CDA) was conducted to find and then analyze discourses in the selected articles. A total of 23 articles published between 2016 and 2019 were analyzed. This was carried out from a social constructionist perspective together with representation theories and gender theories. Based on the analysis, different themes were used to explain how the sexual woman is constructed through different sub-discourses: ”The female sexual identity”, ”The woman’s sexual pleasure”, ”The sexual woman in relation to the man” and ”The performing sexual woman”. The sexual woman is portrayed both in a way that confirm and change the traditional, dominant view of female sexuality.
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