CEU Electronic Theses and Dissertations, 2010
| Author | Dubovyk, Olexandra Yevgenivna |
|---|---|
| Title | Social Advertising as the Means of the Government Demographic Policies in Ukraine |
| Summary | The thesis, based on the visual, textual and content analysis of data, i.e. social advertisements on the issues of the demographic development, presents a case study of the implementation of social advertising as the means of introducing and promoting the government demographic policies in Ukraine. The aim of this research is to study the proclaimed official government demographic policies and their representation in social advertisements and to compare the results of the examination in order to find out whether they correspond to each other or differ, and in the case of discrepancies found to analyze what exactly social advertisements tell. The study is framed into the existing literature on the state and ideology, construction of social problems, advertising and ideology, and social advertising in particular, with the purpose to fill the gap in studies on social advertising in post-soviet countries and in Ukraine as the case. The results of the analysis of the sample set of advertisements show that in spite of proclaiming and appreciating by the Ukrainian government of a nuclear family with ‘traditional’ gender roles as an ideal family model, it is absent in the content of social advertisements that aim at serving as a part of the media campaigns supporting the government discourse. In fact, advertisements mostly focus on the relationships of a mother and a child, often antagonizing their interests and introducing in this way ‘maternal-fetal conflict’ that leads to shaping negative attitude in the society to women whose behavior does not correspond to what is considered to be ‘right’. Besides, outcomes of my analysis evidence that the government actually encourages women (at least morally) to have children irrespective of their marital status and stimulates in this way single motherhood |
| Supervisor | Eva Fodor |
| Department | Gender Studies MA |
| Full text | https://www.etd.ceu.edu/2010/dubovyk_olexandra.pdf |
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