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Produktplacering och stereotyp representation i Hollywoodfilm med bowlingtema
Malmö University, Faculty of Culture and Society (KS), School of Arts and Communication (K3).
2023 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Product Placement and Stereotypical Representation in Bowling-Themed Hollywood Movies (English)
Abstract [en]

Bowling was once the most popular sport in the United States, but interest began to wane in the late 1980s and the sport and its practitioners started to gain a negative reputation. The development of a stereotype can be traced back to the advent of television in the 1950s when the bowler was often represented as an admittedly overweight and lazy but nevertheless lovable family man. At the end of the 90s, when interest in the sport was at its lowest, this stereotype would be transformed into an alcoholic and lonely anti-hero, as evidenced by the films KingPin and The Big Lebowski. This paper seeks to examine what role brands have played in shaping this negative imagethrough product placement. The results of the analysis show that unless two brands are in juxtaposition, they do not add to the stereotypical image of the characters. Instead, it is the product that the brand represents that reinforces the stereotype.

Place, publisher, year, edition, pages
2023. , p. 39
Keywords [en]
Bourdieu, Bowling, Capital, KingPin, Representation, Stereotype, The Big Lebowski
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:mau:diva-62405OAI: oai:DiVA.org:mau-62405DiVA, id: diva2:1795566
Educational program
KS K3 Grafisk design
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Available from: 2023-09-21 Created: 2023-09-08 Last updated: 2023-09-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf