Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa

master's thesis

• Title (english): Representation of Members of the LGBTQ + Community in Commercials - A Narrative Analysis
• Author: Nina Matjašec
• Mentor: Zrinjka Peruško (mentor)
• Committee member: Zrinjka Peruško (predsjednik povjerenstva)
• Committee member: Domagoj Bebić (član povjerenstva)
• Committee member: Đana Luša (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Pripadnici LGBTQIA+ zajednice (eng. Lesbian, Gay, Bisexual, Transgender, Queer, Intersex and Asexual) oduvijek su bili prisutni u društvu i doprinijeli su njegovu razvoju. No, usprkos tome, društvo ih je kroz povijest često marginaliziralo, pa čak i isključivalo. Kako se mediji često smatraju odrazom društva, sve veća inkluzivnost medijskog prostora prati promjene u željama i potrebama potrošača. U tom kontekstu, realističniji prikazi života LGBTQIA+ zajednice igraju ključnu ulogu u borbi protiv socijalnih stereotipa, te doprinose povećanom prihvaćanju i razumijevanju te zajednice. Jedan od prvih primjera inkluzivnog oglašavanja dolazi od tvrtke Absolut Vodka početkom osamdesetih godina, dok je švedska tvrtka IKEA sredinom devedesetih predstavila prvog istospolnog muškog para u svojoj reklami, čime se smatra jednim od začetnika u promoviranju inkluzivnijeg pristupa oglašavanju. S obzirom na to da reklame s prikazom pripadnika LGBTQIA+ zajednice još nisu bile predmet istraživanja u hrvatskom akademskom kontekstu, ovaj diplomski rad odlučuje se baviti tom tematikom. Temeljni je cilj ovoga rada bio ispitati kako su pripadnici LGBTQIA+ zajednice prikazani u reklamama te na koji je način prikazana njihova ljubav. Analiza narativa pokazala je da se inkluzivnost izražava na različite načine, od humorističnih scena i ilustracija do ozbiljnijih poruka. Utvrđeno je da su najčešće reprezentirani kroz stereotipično prikazivanje. Iako se rezultati istraživanja ne mogu generalizirati na širi uzorak od onoga koji je bio obuhvaćen analizom, oni mogu potaknuti medijske potrošače da dublje razmišljaju o sadržaju i porukama koje im mediji svakodnevno nude. Istraživanje može poslužiti kao polazišna točka za buduća istraživanja, ali i kao poticaj oglašivačima na inkluzivnije prikaze pripadnika LGBTQIA+ zajednice u reklamama.

Abstract (english)

Members of the LGBTQIA+ community (Lesbian, Gay, Bisexual, Transgender, Queer, Intersex and Asexual) have always been present in society and have contributed to its development. However, despite this, society has often marginalized and even excluded them throughout history. Since media is often considered a reflection of society, the increasing inclusivity of the media landscape aligns with shifts in consumer desires and needs. In this context, more realistic portrayals of the LGBTQIA+ community play a crucial role in combating social stereotypes, while also fostering greater acceptance and understanding of the community. One of the earliest examples of inclusive advertising comes from Absolut Vodka in the early 1980s, while in the mid-1990s, Swedish company IKEA featured the first same-sex male couple in one of its commercials, marking it as a pioneer in promoting a more inclusive approach to advertising. Since advertisements featuring members of the LGBTQIA+ community have not yet been analyzed within the Croatian academic context, this thesis aims to address that topic. The primary aim of this study was to explore how members of the LGBTQIA+ community are portrayed in advertisements and how their love is depicted. The narrative analysis revealed that inclusivity is expressed in various ways, ranging from humorous scenes and illustrations to more serious messages. It was found that they are most often represented through stereotypical portrayals. Although the results of study cannot be generalized to a larger sample than the analyzed one, they may encourage media consumers to think more deeply about the content and messages that the media presents to them daily. The study may serve as a starting point for future research, as well as an incentive for advertisers to incorporate more inclusive images of LGBTQIA+ community members in advertisements.

• Keywords: LGBTQIA+ zajednica; stereotip; reklama; analiza narativa
• Keywords (english): LGBTQIA+ community; stereotype; advertisement; narrative analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:890630
• 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: Open access
• Created on: 2024-10-02 08:47:59