Seksualizacija ženskog tijela u reklamama na Facebooku i Instagramu

master's thesis

• Title (english): Female Body Sexualization in Facebook and Instagram advertisements
• Author: Ema Vrban
• Mentor: Goran Koletić (mentor)
• Committee member: Ksenija Klasnić (član povjerenstva)
• Committee member: Branka Galić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2023-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Sociological Methodology

Abstract

Razvojem tehnologije i društvenih mreža, iste su postale izvrsne platforme koje tvrtke mogu iskoristiti za oglašavanje svojih proizvoda. Marketinške kompanije koriste seksualizirani prikaz žena za privlačenje pažnje, što često dovodi do negativnih posljedica, npr. seksualizacija i seksualna objektivizacija ženskog tijela. Ovi fenomeni negativno utječu na mlade, koji su i najčešći korisnici društvenih mreža. Stoga je ovo istraživanje htjelo istražiti kako sociodemografske i psihosocijalne karakteristike, te uporaba društvenih mreža utječu na razinu seksualizacije i prihvatljivost deset odabranih reklama. Prije provedbe središnjeg istraživanja, provedeno je pilot istraživanje u kojemu su nezavisni procjenitelji procjenjivali razinu seksualiziranosti deset reklama, a prema njihovim procjenama kategorizirane su reklame koje su se koristile u središnjem istraživanju. Podatci su prikupljani pomoću online upitnika koji je bio distribuiran u odabrane Facebook grupe. Na temelju uzorka od 114 sudionika, od kojih 40 muških i 74 ženskih sudionika prosječne dobi 22,6 godina, a koji su pripadali dobnoj skupini od 18 do 25 godina, možemo zaključiti kako su sudionicima, općenito, prihvatljivije manje seksualizirane reklame, te se seksualna preokupacija ističe kao značajan prediktor prihvatljivosti seksualiziranih reklama. Ovo istraživanje može pomoći mladima pri prepoznaju seksualiziranog sadržaja na društvenim mrežama i da se ukaže na neprihvatljivost takvog sadržaja u reklamama.

Abstract (english)

With the development of technology and social networks, they have become excellent platforms that companies can use to advertise their products. Marketing companies use a sexualized representation of women to attract attention, which often leads to negative consequences, such as sexualization and sexual objectification of the female body. These phenomena have a negative impact on young people, who are the most frequent users of social networks. Therefore, this research wanted to investigate how sociodemographic and psychosocial characteristics, and the use of social networks influence the level of sexualization and the acceptability of ten selected advertisements. Before conducting the central survey, a pilot survey was conducted in which independent evaluators assessed the level of sexualization of ten advertisements, and according to their assessments, the advertisements used in the central survey were categorized. Data were collected using an online questionnaire that was distributed to selected Facebook groups. Based on a sample of 114 participants, of whom 40 male and 74 female participants with an average age of 22.6 years belonged to the age group of 18 to 25 years, we can conclude that, in general, less sexualized advertisements are more acceptable to the participants, and sexual preoccupation stands out as a significant predictor of acceptability of sexualized advertisements. This research can help young people recognize sexualized content on social networks and point out the unacceptability of such content in advertisements.

• Keywords: seksualizacija; seksualna objektivizacija; društvene mreže; reklame; mladi odrasli
• Keywords (english): sexualization; sexual objectification; social networks; advertisements; young adults
• Language: croatian
• URN:NBN: urn:nbn:hr:131:739858
• Study programme: Title: Sociology (single major); specializations in: Research; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-20 09:34:26