Analýza genderových stereotypů v hudebních videoklipech populárních písní

This thesis deals with the issue of gender stereotypes, which are presented in music videos in actual popular songs. The work is divided into two parts. The first, theoretical part is focused on defining the basic concepts and definitions, which are linked to the gender theory, media and media communications. Next part is showing gender in media communications with an emphasis on advertising messages and popular music. The second part deals with the actual practical research, which is primary based on Goffman's view of gender stereotyping in advertising messages. In the continuity of the theoretical part there are analyzed selected music videos. The focus is concentrated on identifying and describing the mechanisms by which the gender stereotypes in popular music are reproduced. Selected music clips were analyzed by procedures established under the content analysis. The results show how the masculinity and the femininity are displayed in contemporary popular music video clips