A qualitative study aimed at examining how business executives get portrayed in economy journalism from a gender perspective. The study aspired to explore possible differences and similarities in the portrayal of male and female executives. We investigated a selection of 12 feature-styled portraits of male and female business executives from swedish financial magazine Di Weekend. By using framing analysis the text was deconstructed and consequently reconstructed into the most salient frames extracted from the analysis. The frames identified were the competitive person, the self-made person, the mentor, the family, the question of competence and the question of equality. Within these frames, we identified several aspects where the journalistic representation differed between male and female subjects. We found that male subjects were portrayed as confident, natural leaders and career-oriented providers for their families. Female subjects were to a greater extent portrayed as doubtful, ideology-driven, maternal caretakers. The importance of competitiveness, as well as the presence of mentors, were found with both genders. However, male subjects were portrayed as equals in regard to their mentors, whereas female subjects as more dependent and inferior to their mentors.