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dc.contributor.advisorOlbertz-Siitonen, Margarethe
dc.contributor.authorWu, Juanhui
dc.date.accessioned2019-04-02T06:21:09Z
dc.date.available2019-04-02T06:21:09Z
dc.date.issued2019
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/63329
dc.description.abstractThis thesis presents a semiotic analysis of the construction of sexuality in condom advertisements, in particular, it investigates the phenomenon of how Durex constructs sexuality on social media in China. The purpose of the study is to decode sexuality on Chinese social media from Durex’s advertisements. It aims to show how Durex constructs sexuality and applies Chinese culture on social media posts. The analysis is adopted through semiotic theories. This thesis applies Pierce’s, Roland Barthes, and Chandler’s model of semiotic analysis to decode data. Through a semiotic approach, it defines the mode of signs, interprets the meanings, identifies image rhetoric and analyses relationships between verbal and visual signs. To this end, six advertisements are selected from Durex’s Chinese social media platform – Weibo. The selected advertisements are related to traditional Chinese festivals or important days in Chinese culture. The findings show that sexuality on Chinese social media is communicated through witty implicitness, heteronormative idealization, cultural continuity and appreciation from Durex’s advertisements. Durex builds rapport through creating a celebrative or humorous atmosphere, wordplay, word replacement, and ambiguity connoted by references to traditional culture.en
dc.format.extent70
dc.language.isoen
dc.subject.othercondom advertising
dc.subject.othersemiotics
dc.subject.otherKiina
dc.subject.otherChina
dc.titleThe Construction of sexuality on social media in China : a semiotic analysis of Durex condom advertisements
dc.identifier.urnURN:NBN:fi:jyu-201904022029
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaHumanistis-yhteiskuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Humanities and Social Sciencesen
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineIntercultural Management and Communicationfi
dc.contributor.oppiaineIntercultural Management and Communicationen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi3136
dc.subject.ysomainokset
dc.subject.ysokondomit
dc.subject.ysomedia
dc.subject.ysososiaalinen media
dc.subject.ysokulttuuri (toimintatavat)
dc.subject.ysoseksuaalisuus
dc.subject.ysoadvertisements
dc.subject.ysocondoms
dc.subject.ysomedia
dc.subject.ysosocial media
dc.subject.ysoculture
dc.subject.ysosexuality


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