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Könsstereotyper I Musikbranschen

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Könsstereotyper I Musikbranschen Könsstereotyper i musikbranschen En analys av skivomslag Gender stereotypes in the music industry An analysis of album covers Författare Elin Nyström Datum 2018-06-05 Examensarbete för kandidatexamen i Grafisk teknologi Högskolan Dalarna Examensarbete för kandidat- examen i Grafisk teknologi Titel Könsstereotyper i musikbranschen: En analys av skivomslag Nyckelord könsstereotyper, musikbranschen, musikindustrin, skivomslag Författare Datum Elin Nyström 2018-06-05 Publicering fulltext Open Access Jag/vi medger publicering i DiVA JA NEJ Kurs Examensarbete för kandidatexamen i Grafisk teknologi (GT2047), 15 hp Utbildningsprogram Grafisk design – kandidatprogram, 180 hp Handledare Examinator Petter Kolseth, [email protected] Gustav Boklund, [email protected] Sammanfattning Könsstereotyper är något som finns i alla kulturer och påverkar både män och kvinnor redan från barnsben. Inte minst musikindustrin kantas av könsstereotyper som gör sig synliga i allt från låttexter till musikvideor. Men mycket lite tycks vara skrivet om hur artister framställs på sina skivomslag med könsstereotyper som utgångspunkt. Syftet med föreliggande studie var därför att analysera och jämföra skivomslag för kvinnliga och manliga artister för att identifiera vad som skiljer dem åt, med vikt på vilka könsstereotyper som förekommer. Syftet var även att se om någon förändring har skett med tiden vad gäller utformningen av skivomslag samt undersöka hur eventuella könsstereotyper tar sig uttryck i olika kulturer och genrer. En visuell innehållsanalys gjordes på 100 skivomslag, hälften utgivna 2006/2007 och andra hälften utgivna 2016/2017. Hälften av omslagen från varje år var för kvinnliga respektive manliga artister. Resultatet visade att en del av de könsstereotyper som är vanliga vid fotograferandet av män och kvinnor även förekom på skivomslag. Men på en del punkter frångick omslagen traditionella könsstereotyper. Resultatet visade även att förekomsten av stereotyper har förändrats en del under tioårsperioden. En del skillnader kunde också identifieras vid en jämförelse av amerikanska och svenska artister, samt vid en jämförelse av olika genrer. Slutsatserna som kunde dras utifrån studiens resultat var att det finns skillnader i hur manliga och kvinnliga artister porträtteras på sina skivomslag. Men skivomslagsbilder avviker en del från de stereotyper som gör sig synliga i andra sammanhang när män och kvinnor fotograferas. Högskolan Dalarna Postadress Högskolan Dalarna, 791 88 Falun Telefon 023-77 80 00 Hemsida www.du.se 2/61 Thesis for Bachelor Degree in Graphic Arts Technology Title Gender stereotypes in the music industry: An analysis of album covers Keywords album covers, gender stereotypes, music industry Author Date Elin Nyström 05/06/2018 Course Thesis for Bachelor Degree in Graphic Arts Technology (GT2047), 15 ECTS credits Degree programme Graphic Design, 180 ECTS credits Thesis supervisor Examiner Petter Kolseth, [email protected] Gustav Boklund, [email protected] Abstract Gender stereotypes exists in all cultures and affects both men and women from an early age. The music industry is not an exception and stereotypes can be seen and heard in everything from lyrics to music videos. However, very little seems to be written about gender stereotypes on album covers. Therefore, the purpose of this study was to analyze and compare how album covers for female and male artists differ, with focus on gender stereotypes. The purpose was also to examine whether a change over time have occurred when it comes to gender stereotypes present on album covers. Additionally, this study examined how gender stereotypes takes form in different cultures and genres. A visual analyze were made on 100 album covers. Half of them were released in 2006/2007 and the other half was released in 2016/2017. The number of male and female artist were equally divided across the different years. The result showed that some of the gender stereotypes that normally occur when males and females are photographed, also occurred on album covers. Other gender stereotypes were uncommon on album covers. Some changes could be seen over the ten-year period. Moreover, the result showed some differences when comparing Swedish and American artists’ album covers, and when comparing different genres. The conclusions that could be drawn from the result was that there are differences in how male and female artists are portrayed on their album covers. However, album cover pictures differ to a certain extent from how males and females are photographed in other situations. Dalarna University Postal address Dalarna University, SE-791 88 Falun, Sweden Telephone +46 (0)23-77 80 00 Website www.du.se 3/61 Innehållsförteckning 1 Introduktion .......................................................................................... 6 1.1 Bakgrund ......................................................................................... 6 1.2 Syfte ................................................................................................. 6 1.3 Kunskapsläget .................................................................................. 6 1.3.1 Könsstereotyper och genus ....................................................... 6 1.3.2 Könstereotyper i musikindustrin .............................................. 7 1.3.3 Kvinnor och män på bild .......................................................... 7 1.3.4 Skivomslag ............................................................................... 8 1.3.5 Genus och typografi ................................................................. 8 1.4 Problemformulering med frågeställningar ...................................... 9 1.5 Avgränsningar ................................................................................. 9 2 Metod .................................................................................................. 10 2.1 Tillvägagångssätt ........................................................................... 10 2.1.1 Kategorier ............................................................................... 10 2.1.2 Poängsättning ......................................................................... 11 3 Resultat ............................................................................................... 13 3.1 Omslagsbilden ............................................................................... 13 3.1.1 Färg eller svartvitt ................................................................... 13 3.1.2 Kameravinkel ......................................................................... 13 3.1.3 Självberöring .......................................................................... 15 3.1.4 Leende .................................................................................... 16 3.1.5 Lättklätt ................................................................................... 17 3.1.6 Pose ......................................................................................... 18 3.1.7 Bildkomposition ..................................................................... 18 3.1.8 Ögonkontakt ........................................................................... 19 3.1.9 Studio, miljö eller kollage ...................................................... 20 3.2 Typografi ....................................................................................... 21 3.2.1 Typsnittsklass ......................................................................... 22 3.2.2 Gemener och versaler ............................................................. 24 3.2.3 Textens storlek ........................................................................ 26 3.3 De mest och de minst stereotypa omslagen ................................... 26 3.4 Genre ............................................................................................. 27 3.4.1 Kvinnliga R&B- och popartister ............................................ 28 3.4.2 Manliga hiphop- och popartister ............................................ 28 3.5 Nationalitet .................................................................................... 29 3.5.1 Svenska och amerikanska artister ........................................... 29 4 Diskussion ........................................................................................... 32 4.1 Omslagsbilden ............................................................................... 32 4.1.1 Färg eller svartvitt ................................................................... 32 4.1.2 Kameravinkel ......................................................................... 32 4.1.3 Självberöring .......................................................................... 32 4.1.4 Leende .................................................................................... 32 4.1.5 Lättklätt ................................................................................... 33 4.1.6 Pose ......................................................................................... 33 4.1.7 Bildkomposition ..................................................................... 33 4.1.8 Ögonkontakt ........................................................................... 33 4.1.9 Studio, miljö eller kollage ...................................................... 33 4.2 Typografi ....................................................................................... 34 4.2.1 Typsnittsklass ......................................................................... 34 4.2.2 Gemener och versaler ............................................................
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