467 KB47 KB196520252016Kamin, TanjaVezovnik, Andrejaletnik:53številka:6str. 1327-1343, 1509ISSN:0040-3598COBISSID:34576989URN:URN:NBN:SI:doc-5Y9HZHO9enVisoka šola za politične vedeTeorija in praksaAdvertisingDružbeni razrediGender identityNarodna identitetaNational identityOglaševanjeSloveniaSlovenijaSocial classesSocialismSocializemSpolna identitetaWomen's periodicalsŽenski časopisiživljenjski stilConstructing class, gender and nationality in socialism| a multimodal analysis of food advertisements in the Slovenian magazine Naša Žena|The paper explores how advertisements in Slovenia's oldest women's magazine Naša Žena published during the socialist period from 1960 to 1991 construct gender, class and nationality. The findings are based on the method of multimodal analysis of and presented with regard to three representative advertisements for three decades. The paper shows how during the 1960s advertisements construct women's gender and class identity in line with the dominant socio-political socialist ideas. This is compared to the period of the 1970s when economic liberalisation was reflected in advertisements showing a working-class utopia of living a bourgeois lifestyle. The analysis concludes with the 1980s when Slovenia was foreseeing a new national identity detached from both socialist values and the Yugoslav identityČlanek raziskuje konstrukcijo razreda, spola in nacionalnosti v oglasih najstarejše slovenske ženske revije Naša žena, ki so bili objavljeni v času socializma, med letoma 1960 in 1991. Argumenti temeljijo na metodi multimodalne analize in so prezentirani na treh reprezentativnih oglasih. Članek pokaže, kako so v šestdesetih letih oglasi konstruirali ženske spolne in razredne identitete, ki so ustrezali prevladujočim sociopolitičnim idejam socializma. To obdobje primerjamo z obdobjem sedemdesetih let, ko se ekonomska liberalizacija odraža v oglasih, ki konstruirajo delavski razred kot takega, ki goji utopijo buržoaznega življenjskega stila. Analiza se zaključi z obdobjem osemdesetih let, ko se v oglasih začne odražati slovenskost, kot označevalec nove nacionalne identitete, ki se distancira od socializma in jugoslovanske preteklostiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Fakulteta za družbene vede