Kvarstår könsstereotyper i reklam på sociala plattformar?-En kvalitativ studie om hur Nelly.com skapar sitt budskap med hjälp av influencers

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

Sammanfattning: Companies today choose to abandon traditional marketing methods in favor of new and modern marketing methods. One such method is Influencer Marketing which uses a method called word-of-mouth in which information is spread from person to person. This study is therefore aimed to investigate whether the use of gender stereotypical in advertising still remains despite the more modern marketing methods. A semiotic analysis was thoroughly conducted on the company Nelly.com and their Instagram accounts @nellycom and @nlymancom. The result of this study showed that companies working with Influencer Marketing still use gender stereotypical advertising to influence their intended target group, it further showed that men and women are presented in different ways on Instagram in which men are portrayed as classy while women are portrayed as sex objects. This indicate that the male and female roles in traditional marketing is still relevant today. The study also showed that the way companies convey their message on Instagram is vastly different depending on their intended target group. The study aims to contribute to the research field of strategic communication with focus on market communication.

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