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master's thesis
Reprezentacija žena u reklamama ženskih časopisa
Zagreb: Catholic University of Croatia, 2021. urn:nbn:hr:224:223917
Lončarec, Nives
Catholic University of Croatia
Department of Sociology

Institutional repository: Digital Repository of the Catholic University of Croatia

Cite this document

Lončarec, N. (2021). Reprezentacija žena u reklamama ženskih časopisa (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:223917

Lončarec, Nives. "Reprezentacija žena u reklamama ženskih časopisa." Master's thesis, Catholic University of Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:224:223917

Lončarec, Nives. "Reprezentacija žena u reklamama ženskih časopisa." Master's thesis, Catholic University of Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:224:223917

Lončarec, N. (2021). 'Reprezentacija žena u reklamama ženskih časopisa', Master's thesis, Catholic University of Croatia, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:224:223917

Lončarec N. Reprezentacija žena u reklamama ženskih časopisa [Master's thesis]. Zagreb: Catholic University of Croatia; 2021 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:224:223917

N. Lončarec, "Reprezentacija žena u reklamama ženskih časopisa", Master's thesis, Catholic University of Croatia, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:224:223917

Metadata
TitleReprezentacija žena u reklamama ženskih časopisa
Title (english)Representation of women in advertisements of women’s magazines
AuthorNives Lončarec
MentorIvan Balabanić (mentor)
Committee memberMateja Plenković (predsjednik povjerenstva)
Committee memberMiriam Mary Brgles (član povjerenstva)
Committee memberJosip Ježovita (član povjerenstva)
GranterCatholic University of Croatia
(Department of Sociology)
Zagreb
Defense date and country2021-11-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract
Masovni su mediji značajno manipulativno sredstvo kojim se može brzo i efikasno utjecati na gomilu ljudi. Iz tog razloga, u promidžbi svojih interesa, mediji se koriste već ustaljenim stereotipima. Jedan od vodećih stereotipa tiče se muško ženskih uloga te je njegov koncept izvrsna podloga za razumijevanje problematike samog rada. Cilj ovog rada bio je analizirati reprezentaciju ženskih osoba u reklamama u dva ženska časopisa. Rezultati su pokazali kako je najčešće prikazana mlada ženska osoba, lijepog i urednog izgleda. Ona je najčešće prikazivana sama pri čemu je vidljiv tek pojedini dio tijela koji je povezan uz proizvod koji se reklamira. U većini slučajeva, ženska osoba koje je prikazana nasmiješena je ili zamišljena. Isto tako, ženske su osobe prikazivane kao seksualni objekti što svakako osnažuje patrijarhalno društvo i nejednakost između muškaraca i žena. Zadatak je lika takve prikazane ženske osobe promovirati određena mišljenja, stavove, ali najčešće proizvode. Takva medijska promidžba bilježi brojne potencijalne posljedice koje mogu biti psihosocijalne naravi, ali i društvene naravi. Pored toga, slika žene kao objekta i već dugo postojana rodna stereotipizacija isključivo se produbljuju te se društvena i socijalna struktura u toj domeni ne mijenja.
Abstract (english)
The mass media have become a significant manipulative means by which they can quickly and effectively influence a crowd of people. For this reason, the media use already established stereotypes in promoting their interests. One of the leading stereotypes concerns male-female roles, and its concept is an excellent basis for understanding the issues of the work itself. The aim was to analyze the representation of women in two women’s journals. The results showed that a younger female person, beautiful and tidy, was most often shown. She is most often shown on its own, showing individual parts of the body that are associated with the product being advertised. In most cases, the female person is shown smiling or thoughtful. Likewise, women are portrayed as sexual objects which certainly strengthens the existing patriarchal society and inequality between men and women. The task of portraying women is to promote certain opinions, attitudes, but most often products. Such media advertising records a number of potential consequences that can be psychosocial and social. In addition, the image of women as an object and the long-standing gender stereotyping exclusively deepens and the social structure does not change in this domain.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:223917
Study programmeTitle: Department of 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 on2021-11-23 13:30:05