Sökning: "Johanna Alvarson"

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  1. 1. The Power of “The New Order” – Masculinity at Stake

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sara Samuelsson; Johanna Alvarson; [2020]
    Nyckelord :Femvertising; The New Order; Reconstructing Masculinity; Hegemonic Masculinity; Inclusive Masculinity; Business and Economics;

    Sammanfattning : Title: The Power of “The New Order” – Masculinity at Stake. Exploring the reconstruction of masculinity as a response to femvertising Date of Seminar: 5th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Johanna Alvarson and Sara Samuelsson Supervisor: Peter Svensson Keywords: Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity Thesis Purpose: The purpose of this study was to investigate how men reconstruct their masculinity when experiencing and discussing femvertising, which attempt to challenge current gender roles and support women with feminist messages. LÄS MER