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Geschlechterkonstruktion: Mädchen und Jungen in der Fernsehwerbung

Geschlechterkonstruktion: Mädchen und Jungen in der Fernsehwerbung

          
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About the Book

Vor dem Hintergrund von Geschlechterkonstruktionen beschäftigt sich die vorliegende Untersuchung mit Jungen- und Mädchenbildern in der TV-Werbung. Es wird der Frage nachgegangen, welche Ausprägungen von Geschlechterklischees in Fernsehwerbespots für und mit Kindern existieren und inwiefern diese über die Wahrnehmungsebenen Inhalt, Bild und Ton kommuniziert werden. Anlass zur Themenwahl gab die Projektarbeit für ein Symposion zum Thema Geschlechterkonstruktionen, das im Juli 2008 im Rahmen der interdisziplinären Tagungsreihe "Autoren im Kontext" an der Universität Duisburg-Essen unter der Leitung von Dr. Corinna Schlicht stattfand. Mein Beitrag, der Grundstein für diese Arbeit, beschäftigt sich mit Männer- und Frauenbildern in der Werbung. Die Entscheidung sich speziell den Jungen- und Mädchenbildern zu widmen, schien aus zweierlei Aspekten interessant. Zum einen ergab die Recherchearbeit, dass Kinder und Jugendliche in diesem Zusammenhang von der Forschung bisher überwiegend ausgespart oder nur am Rande berücksichtigt werden. Gleichzeitig erwecken jedoch aktuelle Werbespots den Eindruck, dass die Werbung auch für die junge Zielgruppe klare Rollenverteilungen und Stereotype bereithält. Einem konstruktivistischen Ansatz folgend, bilden Erkenntnisse aus der Geschlechter- und Kindheitsforschung sowie der Werbeforschung den theoretischen Rahmen dieser Studie. Aus einer Stichprobe von 89 Kinderwerbespots werden zunächst Kategorien gebildet. Es folgt eine qualitative Inhaltsanalyse von sieben exemplarischen Spots.


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Product Details
  • ISBN-13: 9783836681490
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Hardback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 362 gr
  • ISBN-10: 3836681498
  • Publisher Date: 17 Aug 2009
  • Height: 229 mm
  • No of Pages: 128
  • Series Title: German
  • Sub Title: Mädchen und Jungen in der Fernsehwerbung
  • Width: 152 mm


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Geschlechterkonstruktion: Mädchen und Jungen in der Fernsehwerbung
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Geschlechterkonstruktion: Mädchen und Jungen in der Fernsehwerbung
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