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Male gaze in advertising of shaving products targeted to women
Pollaková, Kateřina ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
The bachelor's thesis Male gaze in advertising of shaving products targeted to women deals with the topic of male gaze in advertisements for women's razors. The aim of this work was to find out whether and if the male gaze manifests itself in advertisements, or if the depiction of women in advertisements changes over time. The qualitative content analysis showed that the male gaze is manifested in advertisements for women's razors, and even that its influence on the portrayal of women has changed over time.
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Do women need to be rescued - the journey towards female heroes
Krulichová, Jana ; Soukup, Martin (advisor) ; Jirák, Jan (referee)
This thesis aims to answer how the public perceives and interprets the male gaze theory in the popular culture. Referring to Star Wars, it analyses whether and how the audience perceives the dominant male optic and how it affects an interpretation of the movies. From the theoretical concepts, feminism is mentioned in detail - specifically its second wave, including gender studies that brought attention to culture construction of femininity and masculinity, which helps to understand sexism. A crucial foundation for the thesis proceeds from feminism - a feminist film critique, namely the male gaze theory that was introduced by Laura Mulvey in 1974. This thesis introduces not only this theory, but also its critics and opposing theories that all together contributed to the transformation of the film industry. Subsequently, the developments in American society in the second half of the 20th century that have influenced the changes in pop culture is briefly discussed. Lastly, the science fiction genre and the Star Wars story and its universe are summarized. The qualitative research focuses on the audience of the Star Wars saga born in the 1990s. By analysing semi-structured interviews, the research questions are answered and confronted with findings from the semiotic analysis. The main finding of the...
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Gender aspect of playing video games
Fousek Krobová, Tereza ; Reifová, Irena (advisor) ; Fárová, Nina (referee) ; Černohorská, Vanda (referee)
This dissertation deals with various gender aspects of playing computer games. It describes how gender stereotypes are connected with the level of production, content, and with the players themselves. In this sense, it shows that games are still created mainly by homogeneous male teams, in order to attract male players, they contain mainly male characters, while the female ones are created to be attractive to these ideal male players. However, the primary goal of this dissertation is to describe the different ways and intensities of the relationship with the avatar, the playable character in the game. The analytical part consists of two illustrative case studies, one concerning female heterosexual players, the other male heterosexual players. The basic premise is the fact that the player "plays gender" - that is, performs it similarly to social reality. However, this performance is not just a reconstruction and confirmation of hypothetically stable gender identities, but on the contrary their deconstruction ("playing with gender"). In this sense, the work pays particular attention to situations where the player and the avatar have different genders and the heterosexual player, therefore, identifies with the avatar but also objectifies him/her. This dissertation aims to emphasize the uniqueness of...
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Feministická filmová teorie a role žen v hollywoodském filmu
HOFFMANN, Daniel
This bachelor thesis deals with feminist film theory and the role of women in Hollywood cinema. The theoretical part offers an introduction to second-wave feminism and the early activist period of its interest in film. Subsequently it describes the two main approaches of feminist film studies and their relation to each other. After an introduction to the sociological approach criticising stereotypical images of women, the thesis focuses on the most important concepts of the theoretical approach. Emphasis is put predominantly on Laura Mulvey's work and the issue of gendered spectatorship. The practical part analyses the seventeen most commercially successful Hollywood films since the inception of feminist film theory until now. The analyses focus on female characters and their development over time, which is put in the context of women's changing social status in the United States.
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