Quelle est la représentation du genre dans les communications commerciales francophones pour les produits menstruels jetables ? Étude de cas : Always, le podcast Confidanse

Details

Supervisors

Le Cam, Florence

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master de spécialisation en études de genre

Abstract

enIn a world polarised between diversity and assimilation, between inclusion and anti-wokeness, advertising (which often reflects society) is a key third party to analyse and understand. The aim is to examine the representation of gender in commercial communications, within a sector that is, de facto, associated with the very essence of femininity. The aim of this work is to answer the question of whether, in the age of diversity, adverts for single-use menstrual products have put an end to taboos, concealment and stereotypes. Based on a review of the current state of the art, an analytical framework was established, identifying common stereotypes of menstruating people in commercial communications. To this end, four episodes of the "Confidanse" podcast, sponsored by Always, were analysed in relation to common stereotypes: gender, class and race; concealing blood; the role of reproduction and empowerment.