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Sexist portrayal of women in marketing communication: differences in the perception of sexist advertising between women and men of generation Z
Brázdilová, Eva ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the sexist portrayal of women in marketing communication, focusing on whether sexism in advertising is perceived differently by women and men of Generation Z. Despite the significant influence of advertising on social attitudes towards gender, there is a lack of academic texts on how people perceive and respond to sexist advertising. This thesis consists of three parts - theoretical, methodological and research, which provide an overview of the theory of sexism, the different forms of sexist portrayals of women in advertising, means of fighting against sexism and its regulation, research methodology and analysis of research findings. The research was conducted through semi-structured interviews with Generation Z respondents to obtain qualitative data on their views on sexism in advertising. The discussion of the research findings provides insight into the attitudes and perceptions of Generation Z towards sexist portrayals of women in advertising and offers important implications for the advertising industry and society as a whole. The gathered data shows that both genders view sexist portrayal of women in advertising in a similar way, which is negative. The only significant difference was men's lower ability to recognize sexism.
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Presentation of female politicians from a gender perspective on Facebook
Šindelářová, Kateřina ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
The thesis focuses on the self-presentation of Czech female politicians through the lens of gender perspective on Facebook. It focuses on the issue of gender roles and stereotypes, which are put in the context of the political environment. It defines political communication and introduces the phenomena that appear in the field of political communication with the development of new and social media. It also presents the current situation regarding the representation of women in both chambers of the Parliament of the Czech Republic. Based on the identified gender aspects, it then examines the online communication of seven selected female MPs through quantitative content analysis and confronts the results with the existing knowledge in the field of gendered political communication. The findings of the analysis suggest that the selected women politicians tend to focus on more typically masculine issues, such as topics related to the foreign relations or economic and tax issues. In addition, the analysis focused on the presence of defined dimensions of personalisation and the selfie format as a tool of celebritisation of political communication. Both of these phenomena were minimally present in the analysis.
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Femvertising in the body cosmetics industry in the Czech republic
Kašperková, Tereza ; Rosenfeldová, Jana (advisor) ; Ortová, Nina (referee)
This bachelor thesis focuses on the trend of femvertising in advertisements for body cosmetics in the Czech Republic. Femvertising is a relatively new phenomenon used in promotions that seek to present positive images of women and to counteract gender stereotypes. The aim of the study was to determine whether and how elements of femvertising are present in the selected advertisements intended for the Czech market from 2019-2022. For this purpose, a qualitative content analysis was conducted, which showed that elements of femvertising are present in all the selected advertisements and three of them could be described as fully femvertising.
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Gender stereotypes behind the wheel from the perspective of driving school students
Janebová, Valérie ; Teichman, Klaudia (advisor) ; Wirthová, Jitka (referee)
This bachelor's thesis deals with gender stereotypes behind the wheel from the perspective of driving school students. It examines whether stereotypes occur in driving school, looks at stereotypes that respondents may have encountered prior to driving school, and then aims to determine whether respondents are influenced by driving school for future driving. The topic is actual because nowadays driving is still considered a 'male' activity and women may be discouraged from becoming drivers due to social pressure and expectations about their gender role. It is also important because we mainly get from place to place by car, so driving school should be a welcoming environment for all. The thesis is divided into theoretical, methodological, and practical parts. In the first part, the theoretical background such as Gender Stereotypes, Gender Glass Theory, Driving School, and others are described, which is then used as a basis for the practical part. In the latter, qualitative research is conducted, specifically through semi-structured interviews. From the data provided by these interviews, eight themes are then selected through segmentation, divided into three chapters according to the research questions. Subsequently, deductive coding was used to analyze them. The conclusion of the thesis is then...
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Gender stereotyping of household activities in television advertisements with focus on czech commercial television stations
Abulkasim, Sarah ; Reifová, Irena (advisor) ; Řičicová, Hana (referee)
This bachelor's thesis explores gender stereotypes in the context of television commercials broadcasted by selected Czech commercial television stations. The author aims to define the conventional stereotypical roles in which men and women are portrayed in advertising spots and to evaluate the potential progress in their media representation. The theoretical part of the thesis focuses on key concepts that are necessary to understand the topic, such as gender, sex, gender identity, gender roles, and gender stereotypes. The practical part of the thesis consists of a semiotic analysis following the approach of Roland Barthes and Erving Goffman.
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Feminization of education in the 70s and 80s
ZABRONSKÁ, Alena
The thesis will seek to answer the question of how the feminisation of primary and secondary education from the 1970s to the 1980s was reflected in public and professional debates. In the introduction of the thesis I will describe the phenomenon of feminisation of education in the historical perspective of the Czech environment. In particular, I will focus on what views and ideas prevailed about the feminisation of education under socialism. The aim of my thesis is to answer the following questions: "How big a problem was the feminisation of education considered to be?", "To what extent was the question of whether feminisation had an impact on the development and behaviour of pupils reflected in contemporary discussions?", "What arguments were used in these discussions?", "To what extent was the increase in the number of women among teachers considered part of women's emancipation in contemporary discussions?". In this thesis I will mainly rely on contemporary journals, from which I will analyse individual interviews and articles mentioning the feminisation of education. I will also rely on professional literature that looks at the issue from multiple angles and records its development in the Czech education environment in detail.
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