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master's thesis
"Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti
Split: University of Split, Faculty of Humanities and Social Sciences, University of Split, 2019. urn:nbn:hr:172:125414
Maglov, Ana
University of Split
Faculty of Humanities and Social Sciences
Department of Sociology

Institutional repository: Repository of Faculty of humanities and social sciences

Cite this document

Maglov, A. (2019). "Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti (Master's thesis). Split: University of Split, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:172:125414

Maglov, Ana. ""Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:172:125414

Maglov, Ana. ""Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:172:125414

Maglov, A. (2019). '"Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti', Master's thesis, University of Split, Faculty of Humanities and Social Sciences, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:172:125414

Maglov A. "Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti [Master's thesis]. Split: University of Split, Faculty of Humanities and Social Sciences; 2019 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:172:125414

A. Maglov, ""Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti", Master's thesis, University of Split, Faculty of Humanities and Social Sciences, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:172:125414

Metadata
Title"Društveno tijelo": sociološko istraživanje društvene re(prezentacije) ženstvenosti i muževnosti
Title (english)"Social Body": Sociological emphasis on social re(presentation) of femininity and masculinity
AuthorAna Maglov
MentorMarija Lončar (mentor)
Committee memberIvanka Buzov (predsjednik povjerenstva)
Committee memberMarija Lončar (član povjerenstva)
Committee memberZorana Šuljug Vučica (član povjerenstva)
GranterUniversity of Split
Faculty of Humanities and Social Sciences
(Department of Sociology)
Split
Defense date and country2019-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract
Suvremeni društveni teoretičari sve više pažnje pridaju tijelu kao bitnoj sastavnici društvenog djelovanja, a veliki utjecaj na koncepciju vlastitog i tuđeg tijela imaju medijski prikazi. Razvoj potrošačkog društva i novonastale promjene, daju polazišnu točku ovom istraživanju koje je nastojalo ispitati koncepcije ženstvenosti i muževnosti među mladima, a zatim istražiti uloge koje tijelo ima u reklamiranju. Nastojali smo uočene koncepcije povezati s onim uočenim u analiziranim prikazima tijela. Glavna poveznica je obilježje mladolikog izgleda, koje se učestalo prikazuje u reklamiranju, a mladi ga visoko vrednuju kao ženstveno obilježje, ali i muževno. Uočene su neke značajne razlike u pogledima na rodne uloge i stereotipe u odnosu na seksualnu orijentaciju mladih. Analiza sadržaja je s druge strane pokazala kako su se ženska tijela skoro pa duplo više puta prikazivana, a osim toga najčešće je naglasak bio upravo na ženskim tijelima, iako su prikazi uglavnom uključivali oba spola. Što se tiče prisutnosti tjelesnih metafora, vodeće mjesto su zauzele potrošačka i instrumentalna, s naglaskom na mlada tijela koja drže proizvod u rukama.
Abstract (english)
social theorists are increasingly paying attention to the body as an essential component of social action, and media representations have a great influence on the conception of one's own and others' bodies. The evolution of consumer society and the recent changes provide a starting point for this research, which sought to examine the conceptions of femininity and masculinity among young people and then explore the roles that the body plays in advertising. We sought to relate the observed conceptions to those observed in the analyzed body representations. The main link is the characteristic of the youthful appearance, which is often shown in advertising, and young apperance is highly valued as feminine, but also masculine. Some significant differences were observed in terms of gender roles and stereotypes in relation to young people's sexual orientation. Content analysis, on the other hand, showed that women's bodies were shown almost twice as many times, and moreover, the focus was most often on women's bodies, although the displays mostly involved both genders. In terms of the presence of bodily metaphors, consumer and instrumental have taken the lead, with a focus on young bodies holding the product in their hands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:172:125414
Study programmeTitle: Sociology
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-10-07 11:11:47