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Magistrsko delo se ukvarja s samopredstavljanjem moškega in ženske v oglasih za zmenkovanje v tiskanih in spletnih medijih. Poudarek je na razlikah v načinu samopredstavljanja med moškimi in ženskami. Tiskani mediji – Slovenski narod velja za revolucionaren prehod iskanja partnerja kot posredniški medijski kanal, ki je nakazal odmik od klasičnega zmenkovanja. Danes se je iskanje partnerja preselilo na splet, ki je uporabnikom prinesel interaktivno ustvarjanje večpredstavnostne vsebine. Zanimale so nas spremembe, ki jih je prinesel razvoj medijev in kako so te vplivale na samopredstavljanje spola. Ženske so v oglasih prikazane kot podrejene moškim in odvisne od njihovega finančnega statusa. Moški pa na vseh področjih dominirajo in imajo moč nad ženskami. Zanima nas, ali so se navedeni stereotipi glede na prihod spleta in računalniško posredovane komunikacije kaj spremenili. V študiji primera smo iz različnih medijev analizirali 60 osebnih oglasov: Slovenski narod, Salomonov oglasnik, Vzajemnost, Najdiljubezen.si, Ona-on.com in Tinder. Z diskurzivno analizo smo preučevali vsebino opisov, s semiološko analizo pa analizirali fotografije osebnih oglasov. Zanima nas, kakšne lastnosti o sebi in o potencialnem partnerju izpostavljajo moški ter ženske. Ugotovili smo, da še vedno obstaja spolna hierarhija med moškimi in ženskami, ki pa se danes kaže na drugačen način: nekoč je bil v razmerju najpomembnejši materialni status in dolgotrajni odnos, danes pa je bolj pomemben posameznikov značaj in želja po kratkih površinskih partnerskih razmerjih. This thesis discusses self-presentation of men and women in personal ads in print and online media. It focuses on distinctions in a way of self-presentation between the two genders. The Slovenski narod newspaper, a type of print media, was a revolutionary transition of partner-searching, which took place through an intermediary media channel and indicated a deviation of classical dating. Today's dating moved to the web, which enabled users to create and interact through multimedia content. The thesis explores changes that were brought by media development and how these changes impacted gender self-presentation. In comparison to men, women in advertisements are presented as subordinate to men and dependent upon their financial status. Men seem to dominate all areas and have power over women. The thesis analyses how these stereotypes have changed through internet usage and digital communication. In the case study, 60 personal advertisements have been chosen from different media platforms: Slovenski narod, Salomonov oglasnik, Vzajemnost, Najdiljubezen.si, Ona-on.com and Tinder. The discourse analysis looked into the content of ad descriptions. In the semiotic analysis, photographs of personal advertisements were studied. Our aim was to explore which characteristics men and women are emphasising about themselves and which ones about their potential partner. It was concluded that sexual hierarchy still exists, however, it is expressed in a different way today. In the past, material status and long lasting relationships were of utmost importance. Today, the focus is on individuals’ personality and on shorter, more superficial relationships. |
