Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Gendered Storytelling: A normative evaluation of gender differences in terms of decoding a message or theme in storytelling
Högskolan i Jönköping, Internationella Handelshögskolan.
Högskolan i Jönköping, Internationella Handelshögskolan.
Högskolan i Jönköping, Internationella Handelshögskolan.
2017 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: The portrayal of men and women in various contexts and genderedrelated research is a field of interest that has been extensively dealt with for more than three decades. Still, an acknowledgement of the “truth” is far from being attained. In marketing, the power of storytelling has revolutionized the way stories are used in business practice. This research focus on gender differences in marketing by adding storytelling as a parameter.

Purpose: This thesis was conducted to investigate if men and women's perceptions differ in terms of decoding elements in a story. The purpose was answered by two research questions: (1) Do men and women’s perceptions differ in terms of decoding a message or theme in storytelling? (2) If so, what elements plays major roles?

Method: This thesis takes on a triangulation method and uses an interpretivist research paradigm with a deductive research approach to explore the purpose. This was a qualitative study where primary data was collected using two qualitative research methods, and secondary data from peer-reviewed articles containing relevant theories to this research.

Conclusion: The conclusion is made that if marketers aims to target women, they should focus to create a highly emotional story that contains sentimental elements and shows the importance of family, relationships and love. If they want to target the male audience, they should focus on creating a story that includes a character that is distinctly portrayed as a hero, information is told clearly and straight away where the males easily can identify the mission and, also emphasize statistics and status.

Ort, förlag, år, upplaga, sidor
2017. , s. 90
Nyckelord [en]
gender differences, gender stereotypes, gendered marketing, storytelling, marketing stories, content marketing
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-35844ISRN: JU-IHH-FÖA-1-20170384OAI: oai:DiVA.org:hj-35844DiVA, id: diva2:1105969
Ämne / kurs
IHH, Företagsekonomi
Presentation
(Engelska)
Handledare
Examinatorer
Tillgänglig från: 2017-06-16 Skapad: 2017-06-06 Senast uppdaterad: 2017-06-16Bibliografiskt granskad

Open Access i DiVA

genderedstorytelling(3467 kB)302 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 3467 kBChecksumma SHA-512
a80958dcd3759097b94b8c17edef35dff7a18cd1fedcb60d53b88c1aa1a8a109e483408a1a20533928bf873009561d9bb4f289d213c15ccba9c6b382a9a35f20
Typ fulltextMimetyp application/pdf

Av organisationen
Internationella Handelshögskolan
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 302 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 205 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf