"Vi vet ju redan, men vi måste veta. Vad har du på dig?" : En kvalitativ studie av genusföreställningar och stereotyper på Oscarsgalans röda matta

Sammanfattning: The aim of this study was to examine which impact social media has on gender equality. During The Oscars Red Carpet Live 2014 the hashtag #Askhermore arose in the social media sphere. The hashtag implies an existing difference in the questions asked towards women and men on the red carpet. To get a closer look into the climate on the red carpet this study focuses merely on the American Broadcasting Channel’s (ABC) broadcasts from the Oscars red carpet. To be able to follow up the movement and its’ potential effect, the study views two broadcastings done before the establishment of the hashtag and two done after. Focusing on the verbal communication (the language being used), as well as the visual communication (the camera movements and angles), our study shows that #Askhermore has had a great impact on ABC’s Oscars red carpet broadcasts. By looking at these two types of communication in our analysis, it is revealed that women, before the establishment of #Askhermore, were mainly asked about their looks and clothes - while men were asked about their accomplishments in acting. Something that was drastically changed during the two later years of reporting, where women instead were asked the same type of questions as the male actors attending the event. Which indicates a fair amount of stereotypes being reproduced by the reporters at this Hollywood event.