The best you can get? : En kvantitativ innehållsanalys som belyser skillnader i Gillettes marknadsföring som riktar sig till kvinnor och män ur ett genusperspektiv

Sammanfattning: The research question is as follows: Have Gillette chosen to market their products from a gender perspective and if so, what are those differences?   The purpose of the study is to compare the ways in which Gillette portrays the individual in their respective gender presentation. The theories used in this analysis come under the heading of  'gender theory' alongside 'feminist theory'. With these theories as a foundation this essay explores the differences between each Instagram account.   In order to depict a fair and balanced overview, a systematic random selection has been used for each account type. The sample for this study included 100 images from the female account and 100 images from the male account. The research question has been analyzed using specific variables with associative values, all of which are directly based on previous research and are linked to the original question. When the study was completed, a large portion of the results were consistent with existing research, with some exceptions.   In conclusion, the answer to the research question was; Yes, the individual accounts differ depending on which marketing group was targeted and it could be argued that Gillettes marketing is consistent with existing gender-related stereotypes of today’s society. However it is worth nothing that there were some occasions when the representations break from gender norms.