Mannen, myten... Stereotypen? : En kvalitativ innehållsanalys av hur manliga stereotyper konstrueras i tidningen Cafés reklamannonser

Sammanfattning: The discussion about gender and ideals shown in mass media is a subject of great importance for the society in general. Media is playing an essential part when it comes to establish standards and values and we are constantly exposed to all types of impressions, whether we are aware or not. It is therefore of great importance that we understand how stereotypes are built and to gain a deep knowledge that would enrich the area of Media and Communication Studies. The aim and focus of this study was to analyze how male stereotypes is communicated in print advertising and how visual means of expressions helps to construct the masculinities shown. From a semiotic analysis of seven print adverts appearing in the Swedish lifestyle Magazine Café were we able to gain a thorough understanding about how male stereotypes are communicated and built. The result showed that different kinds of stereotypes are in fact used but it is still a hegemonic masculinity that is predominating. Traditional male characteristics are still in use but we were able to see strong indications of effemination, sexualizing and objectifying. Metro sexuality is a recurring feature in the adverts, and one of the factors that indicate that masculinity is something complex and multi layered. Our study also shows that activity is still essential when it comes to form male qualities, but the impression of the same are nowadays of more importance than the actual activity itself. Attributes and surroundings are key components, and something that implicates that the social climate is focusing on material things.