Rodni stereotipi u magazinu "Men's Health" 2018. i 2019. godine

master's thesis

• Title (english): Gender Stereotypes in "Men's Health" Magazine 2018-2019
• Author: Ivan Grgurić
• Mentor: Dunja Majstorović Jedovnicki (mentor)
• Committee member: Dunja Majstorović Jedovnicki (predsjednik povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Iako je društvo napravilo značajne pomake u prihvaćanju multikulturalizma i različitosti među ljudima, kada se govori o rodnim stereotipima, u čijoj konstrukciji i prenošenju mediji imaju jednu od vodećih uloga, brojna istraživanja pokazuju da pomaka gotovo nema.
Cilj rada je bio istražiti ima li u Hrvatskoj tradicionalnih rodnih stereotipa muškaraca i žena na primjeru Men's Healtha magazina. Uz Men’s Fitness, taj magazin trenutno u svijetu slovi kao najkvalitetnija reprezentacija muškog lifestyle magazina. Također, istraživanjem se željelo dobiti uvid u to kakav se ideal ljepote u magazinu glorificira za muškarce, a kakav za žene. Uzorak istraživanja je činilo šest brojeva magazina u razdoblju od lipnja 2018. do travnja 2019. godine, od čega je ukupno bilo analizirano šest naslovnih fotografija i 52 naslova s naslovnice te 33 članka najavljenih u sadržaju uz 66 fotografija koje su činile njihovu opremu. Iz dobivenih rezultata, uočeno je kako su u magazinu prisutni razni oblici rodnih stereotipa. Naslovnicu magazina najčešće krasi atletsko tijelo muškarca, koje se također zapazilo u većini grafičke opreme članaka, dok se žene prikazalo vitko u srednjem i američkom planu, od čega su se blizu i krupni plan koristili u prikazu minimalistički prekrivenog intimnog dijela tijela. Glavni akteri članaka su najčešće bili muškarci u ulozi vježbača i sportaša. Za razliku od većine prijašnjih istraživanja koja su pokazala kako mediji žene prezentiraju kao majke, brižne supruge i izvore seksualnog zadovoljstva, jedino se posljednji oblik mogao potvrditi ovim istraživanjem. Govoreći o odnosu muškarca i žene, on je bio opisan kao negativan, problematičan i zbunjujući, dok u grafičkoj opremi prikazan strastveno, gotovo erotski. Također, više od 70 posto slika muškaraca i žene je bilo snimljeno u unutarnjem prostoru, što može sugerirati na namjeru autora da lakše doradi za finalnu verziju, kako bi se modelima pružio nerealističan prikaz ljudskog tijela u odnosu na stvarnost. Uz dominaciju mišićavih muškaraca i vitkih žena, u magazinu je zamijećen i ageizam, tj. medijska preferencija prikazivanja mlađih ljudi.

Abstract (english)

Although society has made significant strides in embracing multiculturalism and diversity among people, when it comes to gender stereotypes where the media play a leading role in their construction and transmission, numerous studies show that there is almost no improvement.
The aim of this thesis was to investigate the presence of traditional gender stereotypes concerning men and women by analyzing Croatian edition of Men's Health magazine. This magazine, with Men's Fitness, is ranked worldwide as the highest quality representation of men's lifestyle magazines. The research also wanted to gain insight into what beauty ideal for men and women is glorified in the magazine. The content analysis sample consisted of six issues of magazines from June 2018 to April 2019 and included the analysis of: six front page photographs and 52 front page titles, 33 articles (and titles) announced in the content with 66 accompanying photographs. From the obtained results, it is noted that various forms of gender stereotypes are present in the magazine. Thus, the front page of the magazine is most often adorned with the athletic body of a man, which is also noted in most of the photographs in the article, while women are mostly shown thin in the medium (waist shot) and medium-long shot (American shot), while close-ups were used to depict a minimally covered intimate body part. The main actors in the articles were mostly men in the role of trainers and athletes. Unlike most previous studies that have shown the media to portray women as mothers, caring wives, and sources of sexual satisfaction, only the latter form could be confirmed with this research. The relationship between man and woman was described as negative, troublesome and confusing, while on photographs it was portrayed passionately, almost erotic, in graphic equipment. Also, more than 70 percent of images of men and women were taken indoors, which may suggest the intention of the author to later refine the photograph for the final version, in order to give the models an unrealistic representation of the human body in relation to reality. Along with the fact that the magazine is dominated by muscular men and thin women, ageism or media's preference for portraying younger people was also detected.

• Keywords: Men's Health; magazin; rodni stereotipi; ideal tjelesne ljepote; analiza sadržaja
• Keywords (english): Men's Health; magazine; gender stereotypes; ideal body beauty image; content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:131666
• 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 students and staff of home institution
• Created on: 2019-11-12 14:03:23