Abstract
The study focuses on the presentation of body piercing and its bearers in Czech mass media. By the means of qualitative content analysis it deals with the two most widely read newspapers Mladá fronta Dnes and Blesk.
In total it analyzes 263 articles relating to body piercing published between 2001 and 2006. The study concludes that the images of body piercing and its bearers produced by the respective newspapers are ambivalent and ambiguous.
This ambivalence and ambiguity shows up not only in comparison between the two newspapers but also within each of them.