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Stjórnmálafræðideild Stjórnmálafræ!ideild MA-ritger! í kynjafræ!i „Ég lít ekki svo á a! ég sé a! breyta "jó!félaginu“ Um augl#singar, jafnrétti og marka!sstarf Katrín Anna Gu!mundsdóttir júní 2010 Lei!beinandi: "orger!ur Einarsdóttir Nemandi: Katrín Anna Gu!mundsdóttir Kennitala: 100170-3459 !"#$%""&$' Eitt af markmi!um "essarar rannsóknar er a! tengja saman marka!s- og kynjafræ!i. Birtingarmyndir kvenna í augl#singum hafa löngum veri! gagnr#ndar. Í dag einkennist umræ!an af hugtökum á bor! vi! klám- og kynlífsvæ!ingu, hlutgervingu og sta!almyndir. Ein af a!aláherslum rannsóknarinnar er a! sko!a hvers vegna kynjamisrétti finnst í augl#singum og hvernig "a! gerist. Rannsóknin er ger! samkvæmt a!fer!afræ!i etnógrafíu félagslegra tengsla. Tekin voru ellefu vi!töl vi! augl#singa- og marka!sfólk, tvö vi! sérfræ!inga ásamt "ví a! augl#singar voru greindar. Helstu ni!urstö!ur eru a! greind voru "renns konar st#randi valdatengsl sem hafa áhrif á kynjamisrétti í augl#singum: hugmyndafræ!i n#frjálshyggju, marka!sfræ!i og póstfemínismi. Áberandi var hversu uppl#sendur töldu sig oft "urfa a! vera á mörkum hins leyfilega í augl#singum til a! ná athygli neytenda og skilgreindu "a! stundum sem n#sköpun. Jafnframt kemur fram a! "a! sem er leyfilegt er há! tí!arandanum hverju sinni. Ni!urstö!urnar leiddu í ljós a! fjölmörg tækifæri eru til a! tengja saman marka!s- og kynjafræ!i í "ví sjónarmi!i a! koma í veg fyrir kynjamisrétti í augl#singum. 1 ()*"$+,"' One of the aims of this research was to combine the disciplines of marketing and gender studies. Representations of women in advertisements have been criticized for decades. The debate is characterized by concepts such as pornification of the public space, sexualization, objectification and stereotypes. The main focus of this research was to study how and why sexist advertisements are made. The research is conducted according to the methodology of Institutional ethnography. It is a qualitative research, based on interviews with eleven professionals in advertising and marketing, two experts and analysis of advertisements. In accordance to Institutional ethnography the goal was to identify ruling relations that contribute to sexism in advertisements. Three ruling relations were identified: the ideology of neoliberalism, the discipline of marketing and post-feminism. Informants often stated they needed to be on the verge of what is permissible in advertising in order to attract consumers’ attention. Sometimes they even defined it as innovation. Furthermore, what is permissible in advertisements seems to depend on the zeitgeist of each era. The results show that there are many opportunities to combine the disciplines of marketing and gender studies in order to break the cycle of sexism in advertisements. 2 -.$/%01' Rannsókn "essi er metin til 60 eininga til meistaraprófs í kynjafræ!i vi! Háskóla Íslands. Lei!beinandi minn var $orger!ur Einarsdóttir prófessor í kynjafræ!i og færi ég henni mínar bestu "akkir fyrir framúrskarandi lei!beiningu og stu!ning á me!an á rannsókninni stó!. Ég vil einnig "akka sérstaklega vi!mælendum í rannsókninni, e!a uppl#sendum eins og ég k#s a! kalla "au til a! undirstrika mikilvægi "eirra í sköpun "ekkingar. $á "akka ég "eim sérfræ!ingum sem lög!u mér li! vi! ger! rannsóknarinnar, Gunnari Hersveini og ónefndum kvensérfræ!ingi sem k#s a! láta nafn sitt ekki koma fram. 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