Syfte: Syftet med uppsatsen är att undersöka vilka stereotyper av kvinnor som förekommer i reklamen i Vogue under år 2021. Detta baserat på Goffmans sex stereotyper om genus i reklam, Hirdmans teorier om genussystem och genuskontrakt samt feministisk teori. Frågeställningar:  ●      Vilka stereotyper av kvinnor förekom i reklamen i Vogue under året 2021? ●      Vilka skillnader finns med tidigare etablerade stereotyper?   Metod: För att kunna göra en generalisering av innehållet valdes metoden kvantitativ innehållsanalys. Denna metod användes för att kunna göra en generalisering av reklambilderna och vilka stereotyper som förekommer i bilderna. För den här analysen slumpades 100 analysenheter fram genom obundet slumpmässigt urval, ur en population på 242 reklambilder utgivna under år 2021. För att kunna analysera analysenheterna konstruerades en kodbok och ett kodschema baserat på Goffmans stereotyper samt tidigare forskning. När analysenheterna har processats med kodschemat så analyseras och diskuteras resultaten med feministisk teori och Hirdmans teorier om genussystem och genuskontrakt för att kunna dra slutsatser och svara på frågeställningarna.   Slutsatser: Utifrån analysen har jag kunnat dra slutsatsen att de stereotyper som förekommer är: den ömtåliga kvinnan som försiktigt interagerar med sin omgivning, vidrör objekt mycket mjukt och hon smeker objekt och sig själv; den underordnade kvinnan som sitter och ligger passivt, hon tittar på i stället för att själv göra något och är mindre än mannen; och den frånvarande kvinnan distanserar sig mentalt från situationen hon befinner sig i, viker undan blicken och döljer sitt ansikte. De skillnader som finns i den här studien jämfört med tidigare etablerade stereotyper är framför allt en avsaknad av Goffmans stereotyp om the family, av 242 annonser förekom barn i en bild; nakenhet är sällan förekommande, bara kroppsdelar förekommer men inte till den grad att personen kan anses vara naken; slutligen är det avsaknaden av ansiktet som den förlängda armen som bryter mot tidigare stereotyper, kvinnorna trycker inte ansiktet mot och kelar med ett objekt eller person. / Purpose: The purpose of this essay is to analyse which stereotypes of women are present in the advertisements in Vogue 2021. This based on Goffman's six stereotypes about gender in advertisement, Hirdman’s theories on gender system and gender contract and feminist theory. Research questions:  ●      What stereotypes were present in the advertisements in Vogue 2021? ●      What differences are there compared to established stereotypes?   Method: To generalise the content, the most suitable method would be a quantitative content analysis. This method was used to do a generalisation of the advertisements and what stereotypes are present in the pictures. For this analysis 100 images were chosen through a simple random sample from a population of 242 images from 2021. To be able to analyse the images a coding scheme and a coding book based on Goffman’s stereotypes as well as previous studies in the field. When the sample has been processed the result is analysed through a feminist theory angle along with Hirdman’s theory on gender systems and gender contracts to be able to come to conclusions and answer the research questions.   Conclusions: Based on the analysis I have been able to come to conclusion that the stereotypes present are: the fragile woman who carefully interacts with her surroundings, softly touches objects and caresses objects and herself; the subordinate woman who sits and lays passively, she watches from the sidelines instead of actively participating and is smaller than the men around her; and the distant woman who mentally distances herself from the situation she is in, she looks away and hides her face. The differences found in this study compared to established stereotypes is mainly the lack of Goffman’s stereotype about the family, out of the population of 242 images only one image contained children; nakedness is rare in the images, some body parts are bare but not to a degree that the person can be considered naked; finally, the lack of the face as an extension of the arm as the women in the images are not pressing their faces against and cuddle with objects or other persons.

In this thesis I have made a qualitative study among educators. The purpose of this essay was to investigate the variation in educators' perceptions of the concept of gender, as well as how they describe how their perceptions can, or does, affect the educators in their work. The focus has been on pedagogues in primary schools and associated leisure centers. The empirical material was collected through a web survey that was sent out to five different elementary schools in Orebro through the respective school management. The theoretical section formed a basis for the coding. Thematic analysis was used to analyze collected data. The analysis method enabled a comparison of differences and similarities in the educators' descriptions. The analysis showed that the educators did not share a unified view of what gender is. In the empirical material, three different perceptions of the concept of gender could be thematized. Gender was interpreted as a consequence of biological sex, as an expression to show society's ideas about gender and as a way for the environment to interpret an individual's gender affiliation. Based on their perceptions of gender, some of the educators emphasized that they adapted their pedagogy to the gender differences they perceived to exist, while others emphasized that they tried to counter gender norms and gendered ideas by adapting their language and inviting students to discuss gender aspects. When the educators were asked about the continuing education regarding gender in the workplace, the results showed that this was experienced in very varied ways. Many educators emphasized that gender issues were not something that was emphasized during education days, but that the focus often ended up being equal treatment of the school's students. Others pointed out that gender issues are raised in several contexts. In conclusion, the results revealed different levels of awareness and commitment among educators in relation to gender, highlighting the existing challenges and opportunities for promoting gender equality in educational settings.

The purpose of this study is to examine how gender stereotypes are portrayed and how stereotypes are being maintained through Swedish reality tv shows. The study aims to test the common-sense hypothesis that the Swedish Public Service is more attentive to equality and inclusiveness than commercial production companies, including the equal representation of genders. The first research question aims to investigate if and how stereotypes are being preserved in the programs. The second research question looks into what types of audiovisual means the reality shows use to portray men and women.    The study has compared two Swedish reality shows by the names of Vi eller Aldrig (Public Service) and True Love Sverige (commercial company) with a theoretical basis in framing and gender theory and applying a quantitative and qualitative method. Earlier research has shown that there are significant differences between the framing of men and women in tv commercials (Matthes & Prieler, 2020), and also in other reality tv shows such as Love Island UK where it is proven that sexist and heteronormative perspectives are maintained throughout the show (Denby, 2021).    The quantitative results of this study showed that there are differences regarding the framing of the genders between the two shows, where Vi eller Aldrig was less equal than True Love Sverige. The male participants were given significantly more space than the female participants in Vi eller Aldrig, while True Love Sverige was more equal. It also showed that stereotypes were maintained in both shows through the shows’ production strategies and through the representation of stereotypical character types. The qualitative results compared scenes from each program and concluded that the principal audiovisual means used were music, editing, set design and camerawork.   The results are of significance because they present evidence that these two reality shows contribute to upholding patriarchal structures by making men the focal points, main characters of the shows’ and also by continuing to portray men and women from stereotypical roles, women as stereotypically hysterical and men as stereotypically cool and poised.

Thousands of studies have investigated the gendered portrayals in various forms of media. Researchers believe that considering gendered media content is important, as gender stereotypes have been found to influence development, often with adverse outcomes. Although a vast body of research on gender stereotypes has accumulated, little effort has been made to synthesize this literature. The purpose of this paper is to collect and analyze the results of content-analytic studies of gender portrayals across several forms of media including television, television commercials, movies, video games, music videos, and various forms of print media into a comprehensive paper on gender stereotypes in the media. Results of the analyses indicated that gender stereotypes and roles are still reinforced in the media, particularly in American and Middle-Eastern media. Additionally, while gendered roles are still reinforced, there is evidence of some decrease in gender stereotyping over time. Implications of these findings and future directions are discussed.

Thousands of studies have investigated the gendered portrayals in various forms of media. Researchers believe that considering gendered media content is important, as gender stereotypes have been found to influence development, often with adverse outcomes. Although a vast body of research on gender stereotypes has accumulated, little effort has been made to synthesize this literature. The purpose of this paper is to collect and analyze the results of content-analytic studies of gender portrayals across several forms of media including television, television commercials, movies, video games, music videos, and various forms of print media into a comprehensive paper on gender stereotypes in the media. Results of the analyses indicated that gender stereotypes and roles are still reinforced in the media, particularly in American and Middle-Eastern media. Additionally, while gendered roles are still reinforced, there is evidence of some decrease in gender stereotyping over time. Implications of these findings and future directions are discussed.

This essay examines the communication strategies employed by Jacinda Ardern and Erna Solberg during the Covid 19 crisis, with a focus on how they exhibit feminine leadership at- tribute s that show empathetic and interpersonal skills . W e find that both Ardern and Solberg demonstrated similarities in language and visual elements from their Facebook posts during the selected period 21 03 2020 to18 06 2021 to communicate their main messages. They em- phasize interpersonal communication to establish and maintain relationships by expressing gratitude towards their respective populations. By categorizing the behaviours observed in Ardern and Solberg’s communication, specifically the pract ices of preserving, mutual em- powerment, and team creation as described by Fletcher (1999), skills such as empathy, caring and cooperation were identified . This essay's results indicate that feminine leadership utes, as exemplified by Ardern and Solbe rg, prove effective in crisis management, particu- larly in addressing concerns, fostering empathy, and promoting collective responsibility.

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Who uses they, and who can they be (or not be) used for? Singular they has been proscribed in formal grammars since the mid-18th century, yet it dates to at least the 14th century (Balhorn 2004; Curzan 2003), persevering in both writing and speech (e.g., Baranowski 2002; Balhorn 2009; Lagunoff 1997; Matossian 1997; Newman 1992; Strahan 2008). This thesis investigates the envelope of variation (e.g., LaScotte 2016; Maryna 1978; Meyers 1990) in which speakers make choices of third person singular pronouns based on a multiplicity of both linguistic (e.g., gender stereotypicality, antecedent type) and social (e.g., gender, age, LGBTQ2S+ identity) factors. The analysis is based on data from 620 participants from across Canada and the US between the ages 13 and 79. An online survey sought responses related to three occupations: LaScotte’s (2016) open ended ideal student question was replicated, and Martyna’s (1978) fill in-the-blank style was modelled for mechanic and secretary—nouns with observed and unambiguous gender stereotypes (masculine and feminine respectively; Deaux & Lewis 1986; Haines, Deaux, & Lofaro 2016). Participants self-identified their gender and were categorized into a ternary grouping: men (e.g., cis, trans, transmasculine), women (e.g., fem, cis, trans, female ish), and non-binary (e.g., genderqueer, genderfluid). LGBTQ2S+ identity was also collected, as well as personal pronouns. Use of third person pronouns in the survey responses is quantified by consistency (i.e., maintaining use of the same pronoun throughout a participant’s response) and by proportional frequency of use—the latter explored in depth. The most important quantitative finding is that singular they is the most consistently and frequently used third person pronoun overall. But, its patterns of use are not parallel across test occupations or participant social groups. The results indicate that student is gender-neutral, whereas mechanic and secretary remain gendered (he:they; she:they), results that are reflected by perceptual ratings: student remains neutral (they), mechanic skews masculine (he), and secretary skews feminine (she). The impact of social characteristics adds layers of complexity about the groups leading sociolinguistic change at societal levels and/or within their own communities and networks: Non-binary, LGBTQ2S+, users of gender neutral personal pronouns, and/or younger. Collectively, these findings suggest that gender stereotypical roles are not unilaterally weighted and biases can manifest through pronominal choice. There are multiple dimensions of influence, such as the referent, one’s identity, and the communities to which individuals are connected. Thus, this thesis both uncovers persistent gender biases and creates a dynamic display of pronominal variation across speakers. / Graduate