Gloria i Story: ženski magazini između stereotipa i prikrivenih oglasa

master's thesis

• Title (english): Gloria and Story: Women's Magazines between Stereotypes and Stealth Advertising
• Author: Ema Krstić
• Mentor: Gordana Vilović (mentor)
• Mentor: Željana Ivanuš (komentor)
• Committee member: Gordana Vilović (predsjednik povjerenstva)
• Committee member: Željana Ivanuš (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Glavni cilj ovog rada je utvrditi koliko se učestalo pojavljuju stereotipi o ženama u novinskim člancima u časopisima Gloria i Story te koliko je prisutno prikriveno oglašavanje. Ranije provedena istraživanja pokazuju da se u ženskim časopisima mogu pronaći prikriveni oglasi, a žene su često prikazivane stereotipno, u ulozi brižne majke i domaćice, s naglašenim fizičkim izgledom, nudeći ljepotu kao normu.
Za istraživanje je korištena metoda analize sadržaja koja je kvantitativno i kvalitativno, nudeći primjere, donijela rezultate na uzorku od 25 brojeva časopisa Gloria i 25 brojeva časopisa Story.
Rezultati istraživanja pokazali su da se u novinarskom sadržaju učestalo pojavljuju stereotipi o ženama i prikriveni oglasi. U Gloriji se žene češće prikazuju u stereotipnim ulogama, dok je u Storyju pronađeno više prikrivenih oglasa. U Gloriji su žene više prikazane stereotipno u pogledu fizičkog izgleda, kuhanja, ljubavnih odnosa i u vidu karakternih osobina za koje se smatra da su „ženske“. U Storyju su žene više prikazane stereotipno u smislu naglašenih razlika između žena i muškaraca i kod naglaska na majčinstvo. Oba časopisa koriste poznate osobe za promociju proizvoda u prikrivenim oglasima i to su najčešće proizvodi za ljepotu i modu. Najviše prikrivenih oglasa zastupljeno je u člancima i intervjuima, a rjeđe je prikazana cijena i fotografija samog proizvoda.

Abstract (english)

The primary aim of this paper is to determine the frequency of stereotypes about women in articles published in the magazines Gloria and Story and to determine the extent of hidden advertising. Previous research has shown that hidden advertising can be found in women’s magazines, which often stereotype women as caring mothers and housewives, putting their physical appearance at the forefront and imposing the idea of beauty as the norm.
The research method involves content analysis, as both a qualitative method that provides examples and a quantitative method that gives the results on a sample of 25 issues each of the Gloria and Story magazines.
The research results showed that stereotypes about women and hidden advertising are prevalent in the print media setting. Women are more often stereotyped in Gloria, while hidden advertising is more present in Story. Stereotypes about women in Gloria focus on their physical appearance, cooking skills, relationships and characteristics perceived as “typically female”. Story stereotypes about women focus on the differences between men and women, with an emphasis on motherhood. Both magazines use celebrities to promote products in hidden advertisements, most often fashion and beauty products. Hidden advertisements are most often present in articles and interviews, while product prices and photographs are rarely given.

• Keywords: stereotipi o ženama; prikriveno oglašavanje; ženski časopisi
• Keywords (english): stereotypes about women; hidden advertising; women’s magazines
• Language: croatian
• URN:NBN: urn:nbn:hr:114:595606
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-01-13 14:06:33