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Detta projekt söker efter vägledande principer för en kunskapsproduktion kring fetischistisk sexualitet. Detta har utförts genom diskursanalytiska och genealogiska studier av hur fetischism konstrueras i olika sociokulturella sammanhang. Analysen indikerar att fetischistisk sexualitet existerar i en marginaliserad position i ett maktrelationellt landskap, där yttre grupper har olika incitament till att återge fetischism på bristfälliga, sexualiserande och andrafierande sätt. Detta medför olika problem vad gäller kunskapsproduktionen kring fetischistisk sexualitet och kan antas bidra till upprätthållandet av nuvarande sexualnormer. För att minimera dessa kunskapsproduktionsproblem föreslås åtta vägledande principer: En ansvarstagande kunskapsproduktion som utgår från subjektet; medvetenhet om stereotyper och om patologins kvardröjande ok; användande av icke-andrafierande terminologi; medvetenhet om könsorienteringsnormen; medvetenhet om politiserade begrepp; undvikande av låsning i subkulturell identitetspolitik; en förståelse för den abjektas möjligheter att tala; samt bruk av intrasektionell analys. Dessa principer kan förstås bidra till ett tillgängliggörande av forskningsfältet kring fetischism samt bidra till en allmän förståelse för sexualitet bortom kön. This project aims to find guiding principles for a knowledge production around fetishism. This has been conducted through discourse analysis and genealogical studies of the construction of fetishism in central contexts. The analysis indicates that fetishism is marginalised in a weave of power relations, where external interests have incitaments to vilify, sexualise and otherise fetishistic sexuality. This is understood to potentially cause various problems when it comes to knowledge production around fetishism. In order to minimise these problems, eight guiding principles are suggested: A knowledge production based in the subject; awareness of lingering pathological notions and stereotypes; usage of non-othering terminology; awareness of the sex/gender orientation norm; awareness of politicised definitions; awareness of subcultural identity politics; an understanding of the abject's ability to speak; and usage of intra-sectional analysis.

Detta examensarbete handlar om online grooming och utnyttjande av barn och riktar sig främst till barn i åldrarna 10-13. I dagens samhälle där majoriteten har egen mobiltelefon innan 10 års ålder är det extra viktigt att våga prata med barn om sex och övergrepp. Porr finns överallt och den skapar en farlig bild av sex och sexualitet. Vem som helst kan kontakta dig på nätet och alla är inte vem de påstår sig att vara. Genom att våga prata med barn om detta kan vi skydda dem från förövare och övergrepp. Förhoppningen med arbetet är att öppna för diskussion om ämnet och att barn ska våga söka hjälp om något liknande händer dem. Genom att ta del av detta arbete kan de förhoppningsvis också se varningssignalerna och undvika att hamna i liknande situationer. Du får följa mig när jag kommer fram till designval, illustrationer, typografi och form som tillslut landar i en bok riktad till barn som närmar sig ämnet grooming på ett annourlunda sätt än vad man ser i media. This thesis deals with the topic of child grooming and sexual exploitization and is first and foremost aimed at children between the ages of 10-13. In todays society where most children has their own phones before the age of 10, it's especially important to talk to them about sexual abuse. Porn is everywhere and can cause a harmful view of sex and sexuality. Anyone can contact you online and everyone isn't who they appear to be. By having conversations with children about these topics can we protect them against predators and abuse. The hopes for this project is to open up for conversation and for children to have the courage to seek help if they find themselves in a similar situation. By taking part of this project can they also hopefully recognize red flags and avoid these types of situations. You'll get to follow me when weighing different design options, illustrations and typography that in the end becomes a book for children that approaches the subject of grooming in an alternative way from what media shows us.

The sexual revolution was a movement in the United States that challenged traditional ways of thinking about sexuality. The heart of the revolution was the "radical" idea that women, just like men, had sexual needs and were able to enjoy sex. In the name of the revolution, feminists demanded women’s right to the same sexual freedom as men had been given. The revolution led to the normalization and increased acceptance of sex outside of marriage, as well as birth control. However, despite these achievements, some feminists believed that the achievements occurred at the expense of women. Although the sexual revolution was intended to lead to female liberation, some people argue that the revolution instead resulted in other forms of female oppression. To investigate this further, this study analyzed three different works of feminists with different views on the revolution and its consequences. This study will discuss the following topics: pornography and sexualization. These have been analyzed in relation to various theories of autonomy. Finally, this study will discuss how the subjects affects women's rights contained in the Convention on the Elimination of All Forms of Discrimination Against Women (CEDAW). The questions in this study are answered throughout by using the method of critique of ideas. The method is based on the ideology that the authors themselves claim to defend as their own, in this essay it is the values of feminism. The critique is thus internal in the sense that no other values, other than those already stated in the material, are used in the assessment. Products that are marketed using the female body are often packaged with feminist messages, which is a well-known paradox in feminism. Women today have achieved some success by being able to represent themselves as sexual subjects, but that does not mean that the sexualization that permeates the culture should be mixed with "girl power" or other feminist slogans. It is time to stop accepting objectification as a symbol of liberation and instead acknowledge it for what it really is, a contradiction. A culture where women are constantly and in various ways being sexualized should be considered a threat to her ability to choose her preferences in an autonomous way. In the same way, a society that is strongly influenced by pornography's notions of male dominance should be considered a threat towards women’s autonomy. States that have ratified CEDAW are required by Article 2 to pursue policies to eliminate discrimination against women and to take measures to promote gender equality. Thus, the affiliated states should take appropriate action in all sectors of society where women are discriminated.

The objective of this study is to observe how women and their bodies are being objectified and sexualized through famous designer companies’ Instagram accounts. More specifically, this study is interested in defining which certain aspects of an image contribute to a dehumanizing and degrading view of the female sex, but also how women are being cognitively affected by this. To be able to specify which parts of an image confirm this specific viewpoint the study used a multimodal critical discourse analysis (MDCA) in combination with elements of a feminist critical discourse analysis. The two methods are considered useful for these types of studies due to their semiotic and feministic approaches that focus on depicting which connotative characteristics are present in images. In order to confirm the problematic aspects of the material in this study, results from previous scientific articles and theories were used in order to confirm or contradict this study’s research questions. In the end the analytical results confirm that the women present in the images that were selected for this study were being objectified and sexualized. The women in the pictures often wore tightly fitting clothes, underwear or were naked, which presented their bodies in a way which made them easily objectified by the observer and/or the male gaze, which means that the observer in fact could gain a sexual satisfaction through watching the women that were being portrayed. The results of this demonstrates the problematic aspects of female portrayal in media and why it could potentially be harmful

Fokus ligger på modeinriktad reklam som analyseras enligt utvalda kriterier, vilket placerar studien inom ramarna för textilt management. Studien avser att introducera läsaren till ämnet genom att ge en bakgrund till det valda ämnet och att motivera relevansen av studien. Därefter leder problemformuleringen fram till en presentation av syftet och forskningsfrågorna i denna studie. Studiens syfte är att beskriva och undersöka hur kvinnors porträttering som sexobjekt i lyxvarumärkens modereklam påverkar konsumentens attityd till dessa varumärken. Även skillnader mellan påverkan på manliga och kvinnliga konsumenter undersöktes inom ramen för studien. För att samla in det empiriska materialet användes bildanalys och en online-enkät-undersökning. Bildanalysen bestod av fem olika reklambilder från fem olika lyxvarumärken som sedan analyserades utifrån valda kriterier för att betygsätta hur sexualiserade de var. Online-enkäten baserades sedan på dessa reklambilder och frågor om varumärken utformades med inspiration från tidigare forskning. Urvalet bestod av konsumenter av kläder i Sverige, ett stratifierat slumpmässigt urval som kombinerades med snöbollsurval. Studiens resultat pekar på att de övergripande svaren sammantaget är att sexualiserande reklam påverkar konsumenten negativt och gör så att denne får en sämre bild av varumärket och ändrar sina köpvanor för det aktuella varumärket. Dock kommer studien fram till att det ändå är förvånansvärt många konsumenter som ändå inte bryr sig om att ett varumärke använder sig av sexualiserande reklam. De skillnader som framkom mellan män och kvinnor är att kvinnor verkar vara mer medvetna om sexualisering i reklam än män och det är betydligt fler kvinnor än män som anger att de ämnar ändra sitt beteende så att den motsvarar deras attityd mot ett varumärke. För vidare forskning rekommenderar vi att undersöka problemet ur ett företagsperspektiv, för att förstå hur de varumärken som använder sig av den här typen av reklam tänker. The focus of the study is fashion oriented advertising that has been analysed according to chosen criteria, which puts the study within the frames of textile management. The study aims to introduce the reader and give a background to the subject of choice by motivating the relevance of the study. Thereafter the problem formulation leads to a presentation of the purpose and research questions of the study. The purpose of the study is to describe and examine how women's portrayal as sex objects in luxury brand advertising affects consumers attitude toward a brand. Also differences between effects on men and women were examined. To gather the empirical findings we used an image analysis method and and an online-survey. The image analysis was made up of five different advertising images from luxury brands, that were later analysed with chosen criteria to grade an image based on how sexualised it was. The online-survey was based on these analyzed images, thereafter questions about brands were formed with inspiration from earlier studies. The sample was made up by Swedish clothing consumers, a stratified random sampling that we combined with snowball sampling. The findings of the study points to a majority of the participants being negatively affected by sexualised advertising. Which makes the consumers attitude toward a brand negative and changes their buying habits. Although the study also find that there are surprisingly many consumers who will continue buying products from a brand that use sexualised advertising, even though the consumers claim to have been negatively influenced. The differences that were found between men and women were that women seem to be more aware of sexualised advertising than men, and that there are far more women who intend to change their buying behavior to match their attitude toward a brand. A much larger portion of men answered that sexualised advertising do not affect their perception of the brand, compared to women. Although some of the respondents, both genders, are willing to continue buying from the brands that affected them negatively. For further research we suggest to examine this topic from a corporate perspective to understand how the companies that use this type of sexalized advertising are thinking.

Tidigare forskning fastställer att medias användning av en sexualiserad kvinna påverkar uppfattningen av hennes kompetens. Det här arbetet har därför undersökt huruvida uppfattningen av en spelhjältinna, baserad på Lara-fenomenet av Jansz & Martis (2007), påverkas av sexualiserade kontra icke-sexualiserade gestaltningar av hennes kläder. Studien har med hjälp av enkäter granskat 4 utländska studenters mediekonsumtion för att se om detta hade ett inflytande på deras tolkningar av hjältinnans kvaliteter. Informanterna fick betrakta 2D bilder på en hjältinna i 4 olika kläd-förhållanden och bedöma hennes kvaliteter under gruppintervjuer. Resultatet visar att mediekonsumtion hade ett inflytande på deltagarnas ideal och att kvaliteterna smart, stark och attraktiv dömdes primärt efter hjältinnans anpassning till spelmiljön. 3 av 4 deltagare valde att spela som karaktären i förhållandet neutral underdel eftersom kläderna visade anpassning till spelmiljön och representerade ett aktuellt skönhetsideal. Framtida arbete bör undvika exponering för spelets klimat eller miljö för att se om andra resonemang förekommer. Previous research determines that media’s use of a sexualized woman affects the perception of her competence. This work has therefore investigated whether the perception of a game heroine, based on the Lara-phenomenon by Jansz & Martis (2007), is influenced by sexualized versus non-sexualized designs of her clothes. With the help of surveys, the study has examined 4 foreign students' media consumption to see if this had an influence on their interpretations of the heroine's qualities. The informants had to watch 2D images of a heroine in 4 different clothing conditions and assess her qualities during group interviews. The result shows that media consumption had an influence on the participants' ideals and that the qualities smart, strong and attractive were judged primarily by the heroine's adaptation to the gaming environment. 3 out of 4 participants chose to play as the character in the neutral bottom condition because the clothes showed adaptation to the gaming environment and represented a current beauty ideal. Future work should avoid exposure to the game's climate or environment to see if other reasoning occur.

This research will study cultural appropriation that is presentable in 2010th music videos by famous artists/bands like Coldplay, Beyoncé, Lana Del Rey, No Doubt and Iggy Azalea. The term cultural appropriation is about the taking over of practices, artistic forms or themes from usually a minority culture. The focus will lay on two different cultures, Indian culture and Native American culture. I will with the help of researchers like Erich Hatala Matthes and James. O Young argue the harms of cultural appropriation, where I will include bell hooks to supports my arguments. My task will also be to enlighten the common behavior traits that show occurring cultural appropriation in music videos. Deeply analysis of these music videos will help me reach my concluded arguments about the harms of cultural appropriation. Every music video will focus on three concepts and they are, romanticization, sexualization and exotification. With tracing these concepts, I will argue the differences of the cultural appropriation Indian culture and Native American culture experiences.

Vi vill i denna uppsats undersöka hur barn som har storlekarna 92–170 framställs i H&M:s reklamkatalog Spring Fashion 2018. Detta kommer göras både ur ett genus- och etnicitetsperspektiv men också genom sexualisering och konstruktionen av barn som vuxna. Studiens empiriska material består av åtta reklambilder och har analyserats genom en semiotisk analys. Studien visar att stereotypa representationer både upprätthålls och utmanas genom olika poser, färger och positioner som både bekräftar och utmanar tidigare forskning och teori. Vidare sexualiserades främst flickor genom uppvisande av hud. Pojkarna framställs oftare i “vuxna” positioner och kläder som bidrar till en professionell framställning. Myten om det oskyldiga barnet är särskilt central, då framställningen av barndom är romantiserad och nostalgisk. Materialet visar också en tydlig myt där den “fria” individualistiska stilen bejakas och där medelklassmannen är idealet. H&M:s anti-diskrimineringspolicy om etnicitet och genus har ett visst genomslag i H&M:s reklam, dock förekommer vissa representationersom är problematiska., This study aims to research how children with sizes 92-170 are depicted in H&M's magazine Spring Fashion 2018 from a gender and ethnicity perspective but also how children are depicted as adults and sexualized. 8 advertising images is the empirical material that was analyzed through a semiotic analysis. The results show that stereotypical depictions are both maintained and challenged through various poses, colors, and positions which confirm as well as challenges previous research and theories. Furthermore, mainly girls were sexualized by showing skin. Boys appeared frequently in “adult” positions and clothes that depicted them as professionals. The myth of the innocent child is central since the depiction of childhood is romanticized and nostalgic. The material also shows a distinct myth where the "free" individualist style is affirmed as the middle-class man is the ideal. H&M's anti- discrimination policy regarding ethnicity and gender has an impact on their advertising, buthowever, there still are some representations that can be found problematic.

Kvinnors kroppar används ofta i reklam som dekorativa föremål. De skildras ofta iundergivna roller och framställs vanligen som om deras uppgift är att tillfredsställamannen. Det här gör då att kvinnor i reklam ofta objektifieras eller sexualiseras, ochden här typen av reklam har ökat sedan 60-talet. Sexualiseringen i reklam gerkonsekvenser på kvinnors välmående och kan innefatta bland annatsjälvobjektifiering, ätstörningar och depression m.fl. Den här studiens syfte är,utefter problematiseringen med sexualisering, att förstå konsumenters kunskap ochattityd mot reklam riktad till män där kvinnor sexualiseras, samt konsekvensernasom de innefattar. För att undersöka detta har en kvalitativ metod använts i form aven enkätstudie. Sammanlagt 438 studenter vid Högskolan Dalarna har svarat påfrågor som utgått från ett teoretiskt ramverk inom attityd beträffande känslor,beteende och uppfattning. Resultaten visar en hög grad av kunskap och medvetenhetkring ämnet. Det framkommer även att majoriteten av konsumenterna har en negativattityd gentemot sexualiserade kvinnor i reklam riktad till män. En skillnad kan dockutläsas i hur män och kvinnor uppfattar reklam med sexualisering där kvinnortenderar att ha en mer negativ attityd än män. Women’s bodies are often used in advertising as decorative objects. They are oftendepicted in submissive roles and are usually presented as if their task is to satisfymen. This means that women in advertising are often objectified or sexualized, andthis type of advertising has increased since the 1960s. But this type of advertisinghas consequences. The sexualized ads can affect women's well-being and may implyself-objectification, eating disorders and depression, etc. The purpose of this studyis to understand consumers’ knowledge and attitude toward advertising directed tomen in which women are sexualized, as well as the consequences they include. Tostudy this, a qualitative method has been used in the form of a survey. A total of 438students at Högskolan Dalarna have answered questions based on a theoreticalframework within attitude regarding emotions, behavior and perception. The resultsdemonstrate a high level of knowledge and awareness about the subject. It alsoappears that the majority of consumers have a negative attitude towards sexualizedwomen in advertising directed to men. However, a difference was observed in howmen and women perceive advertising with sexualization where women tend to havea more negative attitude than men.

Denna studie, skriven av Natalia Sener och Linnéa Johnson, ämnar undersöka hur unga kvinnor upplever att deras kroppar blir sexualiserade och hur de uppfattar att fenomenet avspeglas i sociala medier. Empirin är insamlad genom sex stycken semistrukturerade intervjuer med unga kvinnor som delar med sig av egna tankar och erfarenheter kring sexualisering och sociala medier och hur dessa aspekter påverkar varandra. Studien utgår från en teori gällande objektifiering av Fredrickson och Roberts, Youngs modell för förtryck samt West och Zimmermans teori om könspraktiker. Studiens resultat visar att unga kvinnor påverkas av ideal och sexualiserade kroppar på sociala medier i stor omfattning. Respondenterna anser att kvinnors kroppar granskas och bedöms av utomstående personer. Sociala medier blir här en arena för att upprätthålla de rådande strukturerna men samtidigt synliggöra dem för att kunna motverka dem. En del av respondenterna har till och med tagit aktiva val för att undvika att exponeras för sexualiserat material. Vidare belyser resultatet hur kvinnor idag, i ett motsatsförhållande, använder sociala medier för att med hjälp av sina kroppar motverka ideal och normativa trender vad gäller utseende. This study, written by Natalia Sener and Linnéa Johnson, aims to investigate how young women experience their bodies being sexualized and how the phenomenon is reflected in social media. The empirics are collected through six semi structured interviews with young women who share their own thoughts and experiences about sexualization and social media and how these affect each other. The study is based on a theory of objectification by Fredrickson and Roberts, Young's model for oppression, and West and Zimmerman's theory of gender practices. The study results show that young women are widely influenced by ideals and sexualized bodies on social media. Respondents consider that women's bodies are examined and judged by third parties. Social media becomes an arena for maintaining existing structures, but at the same time visualizing them in order to counteract them. Some respondents have even taken active choices to avoid being exposed to sexualized material. Furthermore, the result illustrates how women today, in opposition, use social media to counteract ideals and normative trends regarding their appearance.

The article discusses the suggestion that the true clash between Western and Islamic civilizations is in the field of sexuality. Islamic morals and values regarding sex are elaborated on the basis of Islamic sources and related to the context of Swedish sexual liberalism. What conflicts can be found in questions regarding how to meet a partner for sex and/or marriage, who can be chosen as a partner, and the forced, arranged and early marriages? The sexual rights of the husband and the sexual duities of the wife are problematized. The article critically discusses the Islamic view of forbidden sexual relations and behaviour. The different understandings of sexuality are articulated in social problems such as honour-related violence, individual feelings of shame, objections to sex education in Swedish schools and the sexualization of children.