Bakom bilden : En semiotisk bildanalys som analyserar hur Way Out West visuellt framställer kvinnliga och manliga artister i sin marknadsföring

Detta är en Kandidat-uppsats från Högskolan i Borås/Akademin för textil, teknik och ekonomi; Högskolan i Borås/Akademin för textil, teknik och ekonomi; Högskolan i Borås/Akademin för textil, teknik och ekonomi

Sammanfattning: Men and women have been represented in different ways in media for a long time. Images and visual documents are important tools for companies in marketing so that they can convey their messages in the most desirable and presentable way possible (Ekström, Ottosson & Parment 2017). Events are considered to be an effective communication tool (Jutbring 2016)and more events have begun to work with social issues. One of Sweden's largest festivals, Way Out West works extensively with ecological sustainability, but lately they have started to focus more on equality as well (Luger 2020).The purpose of the study is to analyze how the Way Out West festival represents women and men in their figurative marketing of a selection of this year's lineup of artists. To answer the purpose, two research questions have been developed and the authors have analyzed the images with the help of scientific articles and a qualitative study. It is a semiotic image analysis that is based on representation theory, where stereotypes, idealization and face-ism are used as analysis tools. The study is supplemented by an interview, with PR and marketing manager for Way Out West, who provided background information to the study. The result of the study shows that there are both differences and similarities in how female and male artists are represented in Way Out West’s figurative marketing. All images are interpreted based on the prevailing cultural norms where stereotypes, idealization and faceism contribute to how the viewer interprets the message with the image. The representation of women and men are asymmetrical and Way Out West has a great responsibility in portraying the festival's artists as the social story of gender is constantly shifted and transformed (Johansson och Lalander 2013). Based on the semiotic image analysis, it can be concluded that Way Out West contributes to maintaining and changing stereotypes, idealization and face-ism when portraying their artists. The study is written in swedish. Men and women have been represented in different ways in media for a long time. Images and visual documents are important tools for companies in marketing so that they can convey their messages in the most desirable and presentable way possible (Ekström, Ottosson &Parment 2017). Events are considered to be an effective communication tool (Jutbring 2016)and more events have begun to work with social issues. One of Sweden's largest festivals, Way Out West works extensively with ecological sustainability, but lately they have started to focus more on equality as well (Luger 2020).The purpose of the study is to analyze how the Way Out West festival represents women and men in their figurative marketing of a selection of this year's lineup of artists. To answer the purpose, two research questions have been developed and the authors have analyzed the images with the help of scientific articles and a qualitative study. It is a semiotic image analysis that is based on representation theory, where stereotypes, idealization and face-is mare used as analysis tools. The study is supplemented by an interview, with PR and marketing manager for Way Out West, who provided background information to the study. The result of the study shows that there are both differences and similarities in how female and male artists are represented in Way Out West’s figurative marketing. All images are interpreted based on the prevailing cultural norms where stereotypes, idealization and faceism contribute to how the viewer interprets the message with the image. The representation of women and men are asymmetrical and Way Out West has a great responsibility in portraying the festival's artists as the social story of gender is constantly shifted and transformed (Johansson och Lalander 2013). Based on the semiotic image analysis, it can be concluded that Way Out West contributes to maintaining and changing stereotypes, idealization and face-ism when portraying their artists. The study is written in swedish.

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