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En tuff 'Boss Babe' i lyxförpackning!: En kvalitativ analys av företaget Aim'ns marknadskommunikation.
Malmö University, Faculty of Culture and Society (KS), School of Arts and Communication (K3).
Malmö University, Faculty of Culture and Society (KS), School of Arts and Communication (K3).
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Hey you, 'Boss Babe'! : A qualitive study of the company Aim'ns communication. (English)
Abstract [sv]

Syftet med denna studie är att studera hur det svenska företaget Aim’n använder kvinnlig empowerment och hur konstruktioner om kvinnor kommer till uttryck i företagets strategiska marknadskommunikation. Genom en multimodal kritisk diskursanalys studeras empiri hämtad från företagets hemsida och sociala medier. Med hjälp av teorierna om post- och nyliberalfeminism, commodity feminism, empowerment, interpellation och Foucaults tankar om diskurs, konstruktion av identitet och sexualitet analyseras och problematiseras marknadskommunikationen. Studiens huvudresultat visar att språkbruket uttrycker tydliga diskurser om kvinnlig empowerment i kombination med en tydlig konstruktion om en objektifierad och sexualiserad kvinna. Diskursen om empowerment motverkas av konstruktionen av kvinnan, vilket leder till att företaget kommunicerar dubbla budskap. Delresultat visar att marknadskommunikationen faller inom teoribildningen för post-och nyliberalismens feminism och nyttjar idéen om commodity feminism, som anropar en viss subjektsposition. Närmare bestämt en individualiserad ung kvinna. 

Abstract [en]

The aim of this final exam project is to examine how the Swedish sportswear company Aim’n  uses women empowerment and the construction of being a woman in their marketing communication strategy. A multimodal critical discourse analysis was used to study the empirical material from Aim’n. The theoretical framework that we use is post feminism- and neoliberal feminism, commodity feminism, empowerment, interpellation and Foucoults theories about identity, discourse and the construction of sexuallity, which led to conclusions about femvertising and how this might affect the society.  The main results of this final project shows that discourses of women empowerment in combination with a construction of the objectified and sexual women can be seen in all the material we have analyzed. The empowerment discourse is counteracted by the construction of the woman in the text. Other results show that the strategic communication is using theories such as post- and neoliberal feminism and uses discourses as commodity feminism, which interpellate a subject position of an individual young woman.

Place, publisher, year, edition, pages
2021. , p. 62
Keywords [en]
empowerment, multimodal critical discourse analysis, femvertising
Keywords [sv]
multimodal kritisk diskursanalys, empowerment, femvertising
National Category
Cultural Studies
Identifiers
URN: urn:nbn:se:mau:diva-48194OAI: oai:DiVA.org:mau-48194DiVA, id: diva2:1620699
Educational program
KS K3 Media and Communication Studies (bachelor)
Supervisors
Examiners
Available from: 2022-01-11 Created: 2021-12-16 Last updated: 2022-01-11Bibliographically approved

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CiteExportLink to record
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