Sexigt smala kvinnor och muskulösa överordnade män : En kvantitativ och kvalitativ undersökning av svenska modemagasins porträttering av män och kvinnor – före och efter #MeToo

Sammanfattning: Expansive campaigns followed each other in the 2010s – #EverydaySexism, No More Page 3 and #Metoo. The latter movement had a major impact in October 2017 in connection with Alyssa Milano's tweet in which she called on women who had fallen victim to sexual harassment or abuse to respond to "MeToo". The movement gained great expansion internationally and a huge debate about sexual abuse and gender-based power structures took off. This study aims to examine, from a gender perspective, how this movement potentially affected gendered norms and ideals for Sweden's largest fashion magazine for men and women. To answer the set of research questions employed in the study, a quantitative content analysis is applied as a method to identify normative visual ideals and beauty standards. A semiotic image analysis is then applied to further study how gender portrayal takes place before Metoo compared to after the spread of the movement, as well as which similarities and differences can be discerned between the sexes. The study's material consists of the covers of Sweden's largest fashion magazines for men and women - Café Magazine and Elle Sverige during the time period 2012-2022. Theoretical starting points for the study are partly gender theories, including masculinity and feminism, partly previous research related to newspapers. The results showed, among other things, that the majority of the covers portray men and women in line with feminine and masculine ideals, both before and after Metoo. Also that women are more likely than men to expose skin and are portrayed in a passive engagement. The result also showed an increase in the representation of curvy body shapes for both men and women after Metoo.