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Sexist Portrayal of Women in Advertisement in Men's Lifestyle Magazines
Štochlová, Anežka ; Fousek Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is about the sexist portrayal of women in men's lifestyle magazines. The theoretical part discusses the specifics of advertising, its history, legal regulation and self- regulation, and the features of sexist advertising. Furthermore, the concepts of gender, gender stereotypes and sexism are defined. Men's lifestyle magazines Playboy and Esquire are also briefly introduced. In the analytical part, research was conducted using quantitative content analysis. Magazines from the period 2015-2020 were examined. In particular, the research explored which products are most often promoted through sexist advertisements. The results showed that the most frequent are different media contents - websites, online magazines, books, e-shops or online television.
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Playboy: From erotism to puritanism?
Jiříková, Eliška ; Lütke Notarp, Ulrike (advisor) ; Cebe, Jan (referee)
The main goal of the diploma thesis is to describe the development of content in Czech and American Playboy and compare them both over the years and the American and Czech versions with each other. The theoretical part of the thesis presents the development of both American and Czech Playboy and the changes that have occurred in the magazine are included in the cultural development and contemporary context of the USA and the Czech Republic. The diploma thesis seeks the causes of changes and development of the journal, in culture and society, in their changed attitudes, norms and values. At the same time, in this diploma thesis I deal with the Playboy audience and agenda setting. Three years 2010, 2015 and 2020 are selected for analysis in the practical part. As part of the quantitative content analysis, I examine which topics, articles and sections appear in the issue, which topics have disappeared or appeared over time and which part of the magazine is occupied by nudity. Using qualitative analysis, I focus on the transformation of the cover pages of Playboy magazine, the depiction of women on such cover pages and the comparison of American and Czech covers.
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Media reflection of feminism and gender topics within the czech version of Playboy magazine
Štěpařová, Tereza ; Krobová, Tereza (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis studies how the Czech version of the men's lifestyle magazine Playboy presents themes of gender and feminism. The theoretical part represents the theoretical basis of the thesis. It describes the content of gender studies and gender issues, the difference between sex and gender, the theoretical basis of gender and the issue of gender hierarchy in society are outlined. Furthermore, the theoretical part explains feminism as a movement, including its history. The concept of media representation of reality and the way media present feminism, masculinity and feminism are then introduced. The last part deals with the history and present of Playboy magazine, including its Czech version. The subject of the practical part is qualitative content analysis, carried out by the method of the grounded theory according to Anselm Strauss and Juliet Corbin. 1993, 2007 and 2019 Czech versions of Playboy magazine were established as a research sample. Two research questions were asked for research purposes: 1) How did Playboy magazine present gender and feminism in the years 1993, 2007 and 2019? 2) How has the strategy and content of presenting gender and feminism issues in this magazine changed over the years under review? The findings of the analysis show that the magazine reproduces gender...
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The transformation of Czech version of men's magazine Playboy from the origin until present
Hrůzová, Lenka ; Osvaldová, Barbora (advisor) ; Miessler, Jan (referee)
This work examines the thematic composition and functioning of the Czech Playboy edition, which has been published in the Czech Republic since 1991. Since it is a licensed periodical, in addition to the local mutation, the American title has been analysed, which has been undergoing significant changes in recent years, affecting the composition of the magazine content. For better context, a competitive periodical in the form of the monthly magazine Esquire was included into the research. This magazine is available on local market since the 1996 and with magazines like ForMen or ElleMan they are in fact the only competition in the men's magazine market. The aim is to find out how the content of the Czech Playboy mutation has changed over time, namely since its start-up in Czechoslovakia in 1991 till the year 2018. The method of quantitative content analysis was used for this purpose. Its results were further compared with the data obtained from the analysis of the American origin, as well as the domestic mutations of Esquire. The author drew theoretical information from book and digital sources. However, in the absence of freely accessible information about Playboy's internal operations, she acquired it through interviews with the people who contributed to the launch of the magazine or those who...
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