Kroppsaktivism genom blicken

Detta är en Kandidat-uppsats från Lunds universitet/Institutionen för strategisk kommunikation

Sammanfattning: This study aims to investigate how visual communication in today´s society can be used as as a strategic communicative tool. More specifically, the study aims to contribute with deeper knowledge of how young women's body activist still images from Instagram can be interpreted in relation to gaze theory, and whether their visual communication can contribute to counteracting the male gaze's portrayal of women and thus create a healthier female normative for visual communication. Based on the study's theoretical grounding, the empirical material has been realized through a semiotic picture analysis of ten body activist still images from Instagram. Based on an analytical framework with three key visual aspects, the material was analyzed to fulfil the study´s research questions. The results of the study indicates that the body-activists still images from Instagram can be interpreted in relation to the gaze theory. The study further insinuates the complexity of the interpretation of images as which components of the images that were studied, the visual culture, and the viewer's gender influenced the sense-making of the image. From a strategic communicative perspective, it is thus relevant to understand how this impacts the interpretation and the content of the visual communication. Furthermore, the analysis illustrates that it is difficult to counteract the male gaze as the material discussed in the study indicates that by combating the male gaze the pictures also illimunate and thus reproduce it. However, the analysis also shows that the female gaze could broaden the representation of the female normativity and thus create healthier communication strategies for communicators who want to work with strategic visual communication.

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