ŚWIAT Z KATALOGU IKEA. WIZUALNE REPREZENTACJE RODZINY, DZIECIŃSTWA I PRZESTRZENI DOMOWEJ
THE WORLD OF IKEA CATALOGUE. VISUAL REPRESENTATIONS OF FAMILY, CHILDHOOD AND DOMESTIC SPACE

Summary/Abstract: The article contains discourse analysis, revealing family model, child’s position and construction of housing space in IKEA catalogues from period 2011–2014. The analysis is also focused on year by year changes, show- ing representation of gender, leisure time, house and care duties and values. All visual representations of people from the rst and the third part of the catalogues were analyzed. The study shows that the IKEA’s catalogue is to be understood not as a simple brochure on interior design but as a statement on family, free time activities, and home duties division, and reconstruct selected ideologies such as ecology and corporate social responsibility.

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