Suit or dress? : A qualitative analysis of gender stereotypes in two Swedish fashion magazines.

The aim of this bachelor thesis was to examine how two Swedish fashion magazines choose to represent their journalistic content. We believe it is important to analyse fashion journalism as it shapes, or maintains, society's norms about gender. We also believe it is important to address issues regarding gender and the gender order in our society today. According to Wadbring & Nilsson (2016), research in photojournalism is a relatively new field of study and therefore we want to contribute with more knowledge. The research question examine were: By which patterns and conventions in text and image are conceptions of gender in fashion magazines constructed and produced? We used qualitative content analysis and Faircloughs critical discourse analysis (CDA) to examine the texts. We also used agenda setting theory, with focus on framing and priming, and semiotic analysis to see which patterns we could find when we reviewed denotation and connotation. We found that stereotypes and gender structures are common in the fashion magazines. Men tend to be portrayed as the typical masculine in dark colours, suit, with a serious facial expression, financially independent and successful. Women tend to be portrayed as the typical feminin in light colours, dress or skirt and with florals in their hair, caring and in an unselfish mother role. Our conclusion is that these two fashion magazines maintains society’s norms about gender and also that neither of the magazines challenges norms and gender ideals. This is a stereotypical image that has existed since long ago and is maintained through these fashion magazines