Woman as an opponent: manifestations of sexism in magazine Maxim

The central question of this diploma thesis is, whether sexisms is a commonplace phenomenon of our society, how does this phenomenon appears in our public discourse of present-day society and how can we identify it. The diploma thesis searches the answers for this question mainly in theories of radical feminism, which are part of the second feministic wave, in present theories concerning sexism and patriarchy, in present theories about mens` lifestyle magazines and in an empirical research. Radical feminism` theories specify the manifestations of sexism. The current theories unfold the strategies through which is sexism ventilated. The empirical research then includes an analysis of Czech lifestyle magazine for men Maxim, specifically the analysis of 23 articles selected from one complete volume of this magazine, specifically 2012. The method of coding according to Strauss and Corbin was chosen as the key method. Based on the scope of this method (the selective coding part) the central category was identified and named as Women as an opponent. Its characterization and dimensional scales (in form of variable strategies) were defined as well. Key words Sexism, gender, gender order, discourse, patriarchy, mens` lifestyle magazines, Maxim, irony, axial and selective coding