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master's thesis
Prikaz žene u reklamnom diskursu
2019. urn:nbn:hr:251:764807
Biglbauer, Emma
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Biglbauer, E. (2019). Prikaz žene u reklamnom diskursu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:764807

Biglbauer, Emma. "Prikaz žene u reklamnom diskursu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:764807

Biglbauer, Emma. "Prikaz žene u reklamnom diskursu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:764807

Biglbauer, E. (2019). 'Prikaz žene u reklamnom diskursu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:764807

Biglbauer E. Prikaz žene u reklamnom diskursu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2019 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:251:764807

E. Biglbauer, "Prikaz žene u reklamnom diskursu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:251:764807

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Metadata
TitlePrikaz žene u reklamnom diskursu
Title (english)Portrayal of Women in Advertising Discourse
AuthorEmma Biglbauer
MentorTatjana Ileš (mentor)
Committee memberTatjana Ileš (predsjednik povjerenstva)
Committee memberIgor Gajin (član povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
U ovom se diplomskom radu tematizira prikaz žene u medijima, napose u reklamnom diskursu. Pojava stereotipa i različitih uloga koje se nameću ženama od djetinjstva te na koji način reklame i propagandni mediji potiču i podupiru širenje tih stereotipa i nametnutih uloga. Prikazuju se i različiti psihološki poremećaji poput anoreksije i bulimije koji bivaju uzrokovani nametanjem različitih uzora i ideala koji su najčešće besprijekornog izgleda i vitke linije. Navode se i zakoni o medijima koji služe za regulaciju sadržaja i pokušavaju održati rodnu ravnopravnost u medijima. Iako rodna ravnopravnost još uvijek nije postignuta u punom smislu, s vremenom i kvalitetnom edukaciju polako zauzima svoje mjesto u medijima. Medijska objektivizacija i manipulacija prikazane su različitim načinima putem kojih se najčešće pojavljuju u medijima, a potom je i objašnjen njihov utjecaj na relevantnu javnost. Odrađeno je i istraživanje odnosno analiza sadržaja reklama na dvije hrvatske i na dvije španjolske televizije te su potom izvedeni zaključci. Možemo reći kako su reklame dio naše svakodnevnice i postale su jedan od glavnih prenositelja informacija.
Abstract (english)
In this master thesis, a woman and her portrayal in the media and advertising discourse are the main topic of discussion. The emergence of stereotypes and the different roles that are imposed on women since childhood, and in what way advertisements as such encourage the spread of these same stereotypes and imposed roles is also being discussed. Various psychological disorders such as anorexia and bulimia are also presented, which are caused by the imposition of different patterns and ideals, most often showing women of impeccable appearance and slender lines. Media laws that regulate content and try to maintain gender equality in the media are also cited as the ones trying to regulate equality and quality content. Although gender equality has not yet been fully achieved, over time and quality education, it is slowly taking its place in the media. Media objectification and manipulation are presented in the various ways in which they most often appear in the media, and later on their impact on the relevant public is explained. Research and analysis of the content of commercials on two Croatian and two Spanish television stations were also carried out and conclusions were drawn. We can say that advertising is part of our daily routine and has become one of the main transmitters of information.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:764807
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Media Culture
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-02-25 17:55:50