Genusstereotyper i välgörenhetskommunikation : En semiotisk bildanalys av välgörenhetsorganisationers porträttering av ukrainska nödställda

Sammanfattning

The purpose of this study is to explore how Ukrainian men and women in need of humanitarian aid are portrayed by three Swedish charity organizations. This study also has the ambition to discuss the potential differences and similarities between Ukrainian people in need and people in need from other countries by analysing the results of the study in relation to previous research in the area. The research question of the study is: How are Ukrainian people in need of humanitarian aid portrayed by Swedish charity organizations? In order to answer the research question, pictures uploaded by UNHCR for Sweden, The Red Cross and Doctors without Borders on Instagram have been collected and analysed with semiotic picture analysis to identify and interpret the denotative and connotative signs in the pictures. This study relies on a theoretical framework surrounding semiotics, gender theory and stereotypes in combination with previous research in the field. These theories are used to analyse how Ukrainian men and women are portrayed. The results of this study show that the portrayal of Ukrainian people in need of humanitarian aid both aligns with and goes against past stereotypes and gender norms related to people in humanitarian need. Both men and women are portrayed as parents, where the women are portrayed as caring and the men as protective. Other key results from the studies show that men and women are portrayed with different types of emotions. The women are more likely to show emotions and the men are more likely to be neutral.