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medienethischen Probleme von Sexismus in der Werbung: Eine Untersuchung über Sexualdarstellungen von Frauen und Männern zu Werbezwecken

medienethischen Probleme von Sexismus in der Werbung: Eine Untersuchung über Sexualdarstellungen von Frauen und Männern zu Werbezwecken

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Medienethik, Note: 1,7, Ernst-Moritz-Arndt-Universität Greifswald (Institut für Politik- und Kommunikationswissenschaft), Veranstaltung: Seminar Von der Medienethik zur Medienregulierung, Sprache: Deutsch, Abstract: Diese Ausarbeitung dient dem Aufzeigen medienethischer Probleme von Sexismus in der Wirtschaftswerbung. Zu diesem Zweck werden zuerst die Grundbegriffe Ethik und Moral erklärt, sowie deren Bezug zum medialen Handeln hergestellt. Es wird kurz erläutert, aus welchen Gründen es einer Bereichsethik der Medien bedarf und vor welchen Aufgaben und Problemen jene in der heutigen Gesellschaft steht. In Kapitel 3 widmet sich die Arbeit den Gründen, wegen denen es zum Einsatz von sexuellen Darstellungen in der Wirtschaftswerbung kommt und ob der bekannte Leitspruch "Sex sells" ein Mythos ist, oder auf fundierten Erkenntnissen der Medienwirkungsforschung beruht. Desweiteren werden die Begriffe der Sexualisierung und des Sexismus' eingeführt. Zur Veranschaulichung von Sexualdarstellungen beider Geschlechter in Werbe-TV-Spots werden vier Beispiele angeführt, die in unterschiedlicher Stärke aufzeigen, auf welche Arten Frauen und Männer objektiviert werden und welche - und ob überhaupt - Bezüge zu den beworbenen Produkten bestehen. Im Sinne der Fragestellung wird die Analyse der Werbefilme im Hinblick auf die Entwicklung von Sexismus durch die Sexualisierung der dargestellten Protagonisten erfolgen. Abschließend ist die unterschiedliche Repräsentation der Geschlechter in der Werbung zu untersuchen, da sich nicht zuletzt aus ihr die medienethischen Probleme ergeben, die aufgedeckt werden wollen. Durch diese Hinführungen wird die Arbeit sich in Kapitel 5 den medienethischen Problemen widmen. Dazu bedient sie sich einer Zweiteilung in Produzenten- und Rezipientenethik und zeigt die jeweils relevantesten Schwierigkeiten auf, die sich aus dem Werbe-Sexismus ergeben. Hierzu werden unter anderem die Pro


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Product Details
  • ISBN-13: 9783668917804
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Weight: 54 gr
  • ISBN-10: 3668917809
  • Publisher Date: 05 Mar 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Untersuchung über Sexualdarstellungen von Frauen und Männern zu Werbezwecken
  • Width: 148 mm


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