Feminism till salu! : En kvalitativ multimodal socialsemiotisk analys som undersöker hur femvertising materialiseras i tre svenska reklamfilmer

Sammanfattning: Selling Feminism is a qualitative multimodal social-semiotic analysis that examines and maps how social-semiotic resources are used to materialize femvertising in Swedish marketing communication. The study also discusses what the use of the identified resources can say about the Swedish culture's perception of feminism and the meaning of femvertising. The aim of the study is to achieve an increased understanding and insight regarding the practice of femvertising and is considered to fall within the research field of strategic communication. In order to study which semiotic resources are used, and how they are used in advertising with the aim of promoting femvertising, a qualitative multimodal social-semiotic analysis is conducted. After the analysis is completed, the results of the analysis are discussed in relation to Butler's (1999) theory of performativity, Hall's (1997) theory of representation and whether active and passive roles emerge from the representations. A conclusion drawn after the study is that the analyzed material demonstrates examples of how the semiotic resources of sound effects, geography, angle and perspective,gestures and demeanor interact to create a representation that portrays the woman in a new, non-stereotypical, context. The resources identified can be seen as a reflection of the aspects that Swedish culture considers important to demonstrate in femvertising, namely; knowledge, professionalism and authority in public settings and non- stereotypical behavior. All commercials in the selected study material show a focus on women's empowerment and ability rather than on her body as a sexual object, which is considered to be the core of femvertising.