Drömvinster och machomän : En semiotisk analys av maskulinitet i TV-reklamfrån spelbolag
Sammanfattning: The starting point in this study is the huge increase of betting- and casino advertising in Swedish television. Advertising from betting- and casino companies occupies a lot of space in the daily media flow and this study investigates how masculinity is constructed in the commercials for a Swedish context. Sweden is a country at the forefront of gender equality, so it is also interesting to investigate how the relatively new advertising genre for gambling is involved and constructs stereotyped images of masculinity. The study uses semiotics as the method of analyzing for commercial film clips produced for television broadcast in Sweden.The study finds that masculinity is constructed in different ways in advertising from gambling-companies. One difference is how companies registered outside Sweden use an aggressive macho man to promote game advertising while Swedish gaming companies construct a more everyday image of the man as soft and emotional.
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