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The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig
Christovová, Tereza ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis "The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig)" deals with the contemporary form of Czech sexist advertisements and reactions that such advertisements generate. The majority of sexist advertisements work, to the objection of various feminist movements, with simplified and distorted images of women. Their critisism is mostly aimed at those advertisements that depict women in a stereotyped way. According to them, those advertisements may cause or evoke a sense of shame or humiliation, insult human dignity or even provoke violence against women. The independent socio-ecological movement NESEHNUTÍ is one of those who grapple with sexist advertising and the problems associated with it. It has already organized two rounds of the annual competition "The Sexist Little Pig" for the most sexist advertising in the Czech Republic. This thesis aims to explore selected advertisements that have been submitted to the competition by the Czech public and detects concrete sexist distortions in them that exploit both women and men. The thesis is divided into two parts. The first part deals with theoretical resources, such as theories of gender, sexism and stereotyping, as well as with the regulation of advertising in the Czech Republic. The second...
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Woman as an opponent: manifestations of sexism in magazine Maxim
Viktorinová, Lucie ; Havelková, Hana (advisor) ; Kepplová, Zuzana (referee)
The central question of this diploma thesis is, whether sexisms is a commonplace phenomenon of our society, how does this phenomenon appears in our public discourse of present-day society and how can we identify it. The diploma thesis searches the answers for this question mainly in theories of radical feminism, which are part of the second feministic wave, in present theories concerning sexism and patriarchy, in present theories about mens` lifestyle magazines and in an empirical research. Radical feminism` theories specify the manifestations of sexism. The current theories unfold the strategies through which is sexism ventilated. The empirical research then includes an analysis of Czech lifestyle magazine for men Maxim, specifically the analysis of 23 articles selected from one complete volume of this magazine, specifically 2012. The method of coding according to Strauss and Corbin was chosen as the key method. Based on the scope of this method (the selective coding part) the central category was identified and named as Women as an opponent. Its characterization and dimensional scales (in form of variable strategies) were defined as well. Key words Sexism, gender, gender order, discourse, patriarchy, mens` lifestyle magazines, Maxim, irony, axial and selective coding.
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African-American Women Leaders after 1950s
Rybková, Veronika ; Robbins, David Lee (advisor) ; Ulmanová, Hana (referee)
Thesis abstract The thesis attempts truthfully to illustrate a situation of black female leaders active in the United States of the second half of the twentieth century. In order to cover this period, four black women activists will be focused on as representatives of two different generations. On the one hand, Ella Baker and Fannie Lou Hamer will stand for the older generation because their activist careers culminated in the 1960s. On the other hand, Angela Davis and bell hooks will represent the subsequent decades as it was at that time when their careers matured. A comparison of the two generations will reveal considerable similarities in the four women's perspective on the nature of the struggle against white supremacy. It is necessary to bear in mind that this perspective was to a great extent influenced by a special kind of oppression the women faced as members of a marginalized group, that is, of the black community. Firstly, a detailed examination of the women's childhood and youth will show that it was already at that time when the four black women realized the presence of racism in their lives. Moreover, the focus on their background also introduces similar motives of the four women's decision to become active participants in the black community's struggle. Secondly, after the description of the...
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Masculine Identity in Chuck Palahniuk's Early Novels
Ondrášek, Jakub ; Ženíšek, Jakub (advisor) ; Chalupský, Petr (referee)
This MA thesis deals with the masculine identity of the three main male characters of Chuck Palahniuk's early novels Fight Club, Survivor and Choke. It consists of two parts. The first theoretical part briefly explores anthropological and sociological notions of masculinity, with the focus on the manhood in the contemporary USA. As such it serves as the theoretical basis for the second part of literary interpretation. There the masculine identity of the three main characters is discussed. As all the three characters experience the same development of masculine identity, the interpretation advances along this progress. Its stages are identity crisis, turning to the traditional male strategies, rejecting those strategies and searching the basis of one's identity in a personal relationship.
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Representation of Gender Inequality in Czech Lifestyle Magazines for Men
Jacobs, Diana ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
The thesis focuses on representation of gender inequality in Czech lifestyle magazines for men. The main research question explores the ways in which men's magazines represent the issues of gender inequality. The research method used in this thesis is qualitative content analysis by Anselm Strauss and Juliet Corbin. The sample contains selected articles from Czech versions of the men's magazines Maxim and Esquire, covering all of 2016. The open coding process enabled labeling of the analyzed phenomena, discovering the prominent categories and their dimensions. Axial coding resulted in the reorganization of the categories, which emerged during open coding, by exploring the relationships between the categories and making connections between them. Selective coding identified the central phenomenon of the research. Male Dominance emerged as the core category, integrating the other categories - Manifestations of Gender Inequality, Men's Fear of Gender Equality and Partial Refutation of the Masculine Perspective - around the central phenomenon. The theories used as the sources of the enhancement of theoretical sensitivity are explored and presented in the theoretical part of this thesis. The research concludes that the analyzed lifestyle magazines for men spread negative gender stereotypes and...
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Sexism in generations
Hanušová, Nikola ; Smetáčková, Irena (advisor) ; Lukavská, Kateřina (referee)
In my bachelor thesis, I am dealing with the topic of sexism in the form of prejudicial thinking and behavior, with focus on hostile and benevolent types of sexism. Primarily, I am focusing on the differences in the amounts of sexism and its degrees in correspondence with the age of the male or female respondent, in other words, the differences between the younger and the older generation. Other observed variables in this work are gender, highest achieved education, municipality size, marital status and religion. In order to collect data, a newly translated questionnaire - Ambivalent sexism - originally created by Susan Fiske and Peter Glick (1996), was used. The translated version has been design together by Veronika Nováková (2020). I am complementing this questionnaire with validation scenarios and questions focusing on the determinants of sexism. The questionnaire was given to a randomly selected pool of 656 respondents online via the use of social media and offline by paper. I am evaluating the data primarily in relation to the age of the respondents. Confirmation and exploratory analysis and reliability methods were used for measuring the psychometric quality of the questionnaire. Correlation analyses, t-tests, ANOVA and post- hoc tests were used primarily in the descriptive analysis of the...
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Sexism and gender
Škrábová, Michaela ; Smetáčková, Irena (advisor) ; Lukavská, Kateřina (referee)
This bachelor 's thesis aims at mapping sexism among men and women in the Czech Republic as well as describing the causes of eventual differences in levels of sexism between the two. For this purpose, a newly translated 22 item ambivalent sexism inventory was used (Fiske & Glick, 1996). This inventory has been recently standardized for the Czech population. Questions concerning selected demographic characteristics were added to this questionnaire to better observe the impact of related variables on sexist attitudes. Hypothetical scenarios and other additional questions were added to the questionnaire as well to make the data more complete. The research sample consisted of 656 respondents of varying gender, age, education, place of residence and marital status. Respondents received the extended questionnaire either in paper or online form. Afterwards, an analysis of the respondents' answers was carried out. The theoretical part of this thesis is focused on defining the terms of gender and sex, introducing basic biological effects on learning gender stereotypes in contrast to the effects of socialization, definition of a stereotype as a prejudicial pattern of thinking, defining sexist behaviour and finally introducing the key theory of ambivalent sexism. The aim of the empirical part is a detailed...
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The Czech women's view on representation of women in advertisement
Koláčková, Martina ; Vochocová, Lenka (advisor) ; Miessler, Jan (referee)
Master thesis The Czech Women's view on representation of women in advertisement focuses on the way advertisement reproduces gender stereotypes and sexism in the society. The analysis examines the view of female audience on this matters. The role of advertisement, gender roles and gender stereotypes, sexism and feminism are introduced in the beginning of this thesis. Main traits of sexism in advertisement are described. Possible impact of stereotyped and sexist advertisement on its viewers is demonstrated by introducing results of field related analyses. Based on interviews' analysis with selected group of women it was discovered that women view the representation of women in advertisement to be heavily stereotyped. Women in advertisement are reduced to the following categories: physically attractive and carefree, homemaker, naive and dull, and last but not least sex object. Even though female responders are able to identify some negative impacts of this stereotyped representation of women on both women's and men's lives, their concerns are undermined by their attitude towards advetisement which they do not consider to be capable of changing public attitudes and values. Female responders are convinced that gender discrimination against women is still present in the Czech Republic and advertisement...
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