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By Gita Rugtved Aakesen, Michele Gjerløv Jørgensen, Louise Rasmussen and Cilia Svennevig


This paper explores the shaming of women understood as everyday sexism and its operator as well as the culture surrounding it in order to prevent it. Inspired by current events and the ongoing debate on the matter, we have chosen to use the highlighted cases actively in our own research, interviews, discussions and in the designing of the products for our campaign. The intention is to analyze what potential our campaign has to disseminate knowledge to men aged 15-25 on the subject of ‘kvindeshaming’, and if the campaign potentially has an effect on these men in regards to their actions towards and view on women. In order to discuss the shaming of women, we have obtained the understanding of gender researcher Karen Sjørups view on the matter as well as sociologist Pierre Bourdieus interpretation of the masculine domination and symbolic violence. Furthermore, we have used Sepstrups model in order to analyze and carry out the product testing of our two posters. With the combination of these theoretical understandings and the material gathered from both the research interview as well as the two focus group interviews it has been possible to gain insight into the informants' life world and furthermore analyze how shaming is both an unconscious and conscious act, that cannot be denied to take place. As a conclusion on this paper’s thesis statement we have come to find that a higher segmentation is required in order to reach the wished audience, as well as the realization that shaming of women lies within our culture, and can therefore not only be tackled by a short-term awareness communications-campaign. Rather, as Sjørup and Bourdieu suggests, it should be dealt with on different levels. Being able to stop the phenomenon shaming of women is thus not only a question as to inform the people behind the action, but also to look at the norms, structures, powers, understandings and conditions that allows the action, and in the long term is making it socially acceptable

Topics: slutshaming, kønsidentitet, kvindeshaming, maskulin dominans, bourdieu, sepstrup, kvale, halkier, kommunikation, kampagne
Year: 2015
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