När reklamen kliver in i samhällsdebatten: En kvalitativ analys av Åhléns kampanj Bryt klädmaktsordningen

• Main Author: Markström, Sanna
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Institutionen för kultur- och medievetenskaper 2017
• Subjects: Norm; Norm criticism; Stereotypes; Representation; Semiotics; Åhléns; Advertising campaign; Normer; Normkritik; Stereotyper; Semiotik; Reklamkampanj; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-133492

The purpose of this study is to examine how Åhléns challenge existing gender norms and stereotypes in their campaign Bryt klädmaktsordningen. The study also wish to highlight the reactions that the campaign has received on Åhléns Facebook-page. The theoretical starting point is based on theories concerning representation and stereotypes and specifically how these theories can be seen in the context of advertising campaigns. The concepts of norms and norms criticism has been established and the concept of sex and gender has been discussed within the theoretical framework. Theories of semiotics has also been presented to provide a basis to the two qualitative methods in the study. First, a semiotic picture analysis is used to analyze the visual elements of the material. Then, a thematic text analysis is used to analyze the textual material consisted of comments from the Facebook-page. The result of the semiotic analysis shows that Åhléns challenge gender norms and stereotypes by presenting women and men in contrary to what is expected of them. A part of the result that was found a bit surprising is that the analysis also shows that the presentation is not entirely equitable between the men and women. The result of the thematic text analysis is first categorised into five different themes: “shouts of encouragement”, “keep politics away!”, “threats of boycott”, “great, but…” and “campaign defender”. The result shows that the reactions largely stands for or against Åhléns, this campaign or norm critical advertising. A surprising result was those who both praised and condemned Åhléns or campaign in the same comment. Based on the result, the conclusion is that Åhléns can participate and highlight social problems through their marketing communication and that they have done so by challenging the previling norms in the camaign. The fact that Åhléns has chosen to take a stand on gender norms through this campaign also shows that a norm critical advertising campaign can lead to a community discussion regarding prevailing gender norms.