Rätten att synas : Representation av funktionsvariation i reklambilden

Sammanfattning: This essay aims to investigate how the representation of visible disability appears in three separate campaigns with different senders. The purpose of the essay is to reveal, through a semiotic analysis, the hidden messages that can be found in these campaigns and thus gain a better understanding of how the representation of visible disabilities can take place in advertising. The question raised in the essay is as follows: In what way is visible disability portrayed in terms of visual representation in the three campaigns - Arbetsförmedlingen's "Gör plats," Teen Vogue's "The New Faces of Fashion," and Fotografiska med Glada Hudiks' "Ikoner"? This question is answered through representation theories and by being analyzed in a semiotic analysis. The result of the analysis shows that the different senders have an impact on the representation of visible disabilities in different ways. Stereotypes surrounding visible disabilities are to some extent diluted, and in some cases, these stereotypes are broken down. However, this depends on the sender, their knowledge, and the differences in graphic elements.