spriten, konsten och normen : Hur kvinnligt och manligt framställdes i valaffischer kring folkomröstningen 1922

Sammanfattning: The purpose of this study is to examine how women and men were portrayed in the campaigns surrounding the Swedish referendum 1922, regarding a ban of alcohol.  To examine this, eleven political posters belonging to the pro-ban and anti-ban side have been analyzed from a gender perspective. The chosen posters all contained illustrations of people and were created for the campaigns surrounding the referendum. The aim is to compare how women and men were portrayed and what they represented, as well as which gender norms can be seen in the illustrations.  The method used is an image analysis of the illustrations combined with a text analysis of the slogans, and the theoretical framework used is Yvonne Hirdman’s theory of gender systems. The result showed that there is a large difference between how women and men are depicted, mainly regarding which roles the people I the depictions had based on their gender. This was to some degree dependent on the side that created the poster, but some similarities were seen on both sides. The pro-ban side used more depictions of women in their campaign, and the anti-ban side contained far fewer illustrations of women. On both sides the women were mainly portrayed as mothers and wives caring for the home and children, and the woman is always depicted in a positive way. Both sides commonly used illustrations of men, but their roles were more varied. On the pro-ban side, the man was often portrayed as a drunkard, and on the anti-ban side he is both the addict and the fighter for freedom.