Syfte: Stereotyper försvårar för kvinnor att nå ledande positioner, de kvinnor som når ledande positioner har tagit sig över barriärer för att ta sig till sin position. Vi vill ta reda på hur de lyckats ta sig över barriärerna. Syftet med vår studie är att öka förståelsen för hur kvinnliga ledamöter i aktiebolag upplever och hanterar barriären stereotyper. Syftet ska besvaras med hjälp av följande forskningsfrågor: På vilket sätt upplever kvinnor att barriären stereotyper påverkar möjligheterna att nå högre positioner? På vilket sätt kan kvinnorna påverka barriären stereotyper? Metod: Studien har utförts på ett kvalitativt vis och datan är insamlad genom semistrukturerade intervjuer. Totalt har 10 kvinnliga ledamöter från svenska aktiebolag intervjuats, sex från Uppsala, tre från Bollnäs och en från Gävle. Den insamlade datan har sedan analyserats med hjälp av en tematisk analys. Resultat & slutsats: Studien visar att kvinnor upplever stereotyphot i form av barriärer men att de klarar av att ta sig igenom dessa. Barriärerna försvårar för kvinnorna att nå ledande positioner och kvinnorna hanterar dessa barriärer genom att läsa på mer och bevisa att dem kan, envishet är en viktig egenskap för att lyckas. Kvotering som är ett lagförslag från regeringen med syfte att få in fler kvinnor i styrelser är ingen bra idé. Förslag till fortsatt forskning: Efter denna studie genomförts anser vi att det är nödvändigt att studera hur organisationer kan arbeta för att skapa en medvetenhet kring stereotyphot och hur de ska arbeta för att eliminera dem. Uppsatsens bidrag: Studiens bidrag till forskningen är att vi har kunnat namnge vissa av de barriärer som kvinnor möter i arbetslivet. Vi har undersökt hur kvinnorna upplevt dem och även bidragit med svar på hur de har hanterat barriären stereotyper. Studien har skapat en medvetenhet hos kvinnorna om stereotyper. / Aim: Stereotypes makes it difficult for women to reach senior positions, the women who does reach leadership positions have crossed barriers to get into that position. We want to find out how they managed to cross the barriers. The aim of this study is to create a greater understanding for the way female board members in registered companies perceives and manage the barrier stereotype. The purpose should be answered using the following research questions: In which way do women perceive that the barrier stereotypes affect their possibilities to reach higher positions? How can women affect the barrier stereotypes? Method: The study has been conducted in a qualitative way, and data is collected through semi-structured interviews. A total of 10 female members of Swedish companies was interviewed, six from Uppsala, three from Bollnas and one from Gavle. The collected data has been analyzed by a thematic analysis. Result & Conclusions: The study shows that women experience stereotype threat in the form of barriers, but they manage to get through these. The barriers make it difficult for women to achieve leadership positions and women deal with these barriers by reading more and prove that they can, persistence is an important characteristic for success. Affirmative is a draft law from the government in order to get more women on boards is not a good idea. Suggestions for future research: After this study carried out, we believe it is necessary to study how organizations can work to create awareness about the stereotype and how they should work to eliminate them. Contribution of the thesis: The study's contribution to research is that we have been able to name some of the barriers that women face in the workplace. We have investigated how women have experienced the barriers. We have also contributed with answers to how they handle the barrier stereotypes. The study has created an awareness among women about stereotypes.

Research on existential mortality fears has indicated that death reminders impact individuals at the cognitive and behavioral levels. One way people cope with this threat is through cherishing cultural values that provide life with meaning. However, little research has explored how death reminders impact cultural standards regarding gender. These cultural values often manifest through various means by male and female groups. Guided by terror management theory, which posits that people address threats to their existence by engaging in culturally-sanctioned behaviors to enhance their self-esteem, the purpose of this study was to examine the effect of mortality salience (MS) on male participants' propensity for sexism and attitudes towards those with atypical gender stereotypes. Participants (n = 136) were recruited from courses at a local university and were selected based on the assumption that they had been exposed to media depicting death-related events. A quantitative research design was used to examine differences between the experimental MS and control pain salience conditions, and to assess effect sizes. Results from a MANOVA indicated that MS was associated with significantly higher sexism scores (F = 15.322, p < .001) as measured by the Ambivalent Sexism Inventory, and with less favorable ratings of peers (as measured by a common opinion rating scale used in previous research in this area) who violated traditional gender stereotypes (F = 13.459, p < .001). The findings imply existential threats may contribute to negative stereotyping based on gender and enhance conservative views of gender stereotypes. Implications for social change are discussed involving the reduction of intolerance and prejudice directed at those who hold opposing worldviews.

Endorser is common in advertising for marketing strategies. The firms spend hundreds of million dollars to hire celebrities to endorse their products and brands. Appropriate endorsers are beneficial in brand differentiation and help competitive advantage building. Previous researches in match-up between endorser and product image have two diverse points of view (congruity vs. incongruity). The latest research reveals that in moderate incongruity would accommodate the two different views. Based on the three inconsistent findings, this study explores the effects of gender-based trait through different match-up levels of endorser and service type. The present study uses experimental design to investigate the advertising effects of endorser¡¦s gender (male vs. female), endorser¡¦s gendered traits (male vs. female), and service type (masculine vs. neutral vs. feminine). Thus, a 2x2x3 factorial design is conducted. The ad effects are measured by perceived quality, attitudes toward the brand, and purchase intention to observe the responses under twelve different and fictitious scenarios. The results indicate that a male endorser with female traits is more effective than a male endorser with male traits, especially promoting feminine-based service marketing. Besides, consumers¡¦ perceived quality is different when evaluating match-up combinations based on endorser¡¦s gender. Moreover, when promoting a masculine-based service, a female endorser with female trait is more effective than a male endorser with male traits in perceived quality and purchase intentions. According to these findings, the research provides implications for researchers and marketers on match-up between endorser and service type.

This thesis is focused on the woman's role in present-day society. Theoretical part is about woman's role from legal point of view, historical context and current perspective within education, work and family. Empirical part is represented by the research which goal is to find out the attitude to woman's role in family and in work area and discovery of functional gender sterotypes in society mainly froma men and women's point of view and also according to the education and age groups.

The aim of the master's thesis is to describe male and female identity in today's society. The first chapter includes basic expressions connected with key terms gender and gender stereotypes. This thesis is focusing on equality of genders and the enshrinement of equality rights in law. This thesis also includes the analysis of the current status of women in the European Union based on data from the Eurobarometer and the Czech Statistical Office survey. The aim of the graduation thesis is to analyse the perception of men and women in today's society, to determine how strongly are stereotypical perceptions rooted in society, how is perceived the equality of men and women in labour market and how opinions on this issue differ among Czech Republic citizens and among European Union citizens.

MGS / Instittute of Gender and Youth Studies / In spite of the golden age of women which was ushered in by the Berlin Conference of 1995, women continue to be disadvantaged when it comes to public participation, both in the public and private sectors of the society. On a global scale even when they are well-qualified and in spite of the mainstreaming of more women into public life, women remain discriminated against in terms of accessing leadership positions. Despite their positive contribution, women continue to be significantly underrepresented in leadership positions. The aim of this study was to explore on the experiences and challenges of junior female managers at Tshilidzini Hospital in Vhembe District in Limpopo Province, South Africa. Qualitative method was used because it enabled the researcher to gain in-depth information about the challenges and experiences of junior female managers at Tshilidzini Hospital. This study is exploratory in nature. The population of this study consisted of junior female managers. Non-probability purposive sampling technique was used to select the research participants for this study. Ethical principles were considered, to ensure maximum protection of the research participants in this study. Face to face interviews were used to solicit information on the experiences and challenges of junior female managers at Tshilidzini Hospital. Thematic data analysis method was used in this study. The study found that gender discrimination is still widespread in South Africa, despite of the availability of many gender equality policies. The study recommends that policy makers, various government departments and law enforcement agencies makers should strengthen the gender machinery, to ensure that women are not denied an opportunity to take up leadership positions. / NRF

Den här uppsatsen är en kvalitativ studie som undersöker vilka faktorer som är hindrande respektive drivande hos personer som väljer ett yrke som går mot könsstereotypen. I studien intervjuas 2 män som valt att utbilda sig till socionomer och 4 kvinnor som valt att utbilda sig till ingenjörer. Dessa yrken har valts eftersom det finns en tydlig dominans av ett kön inom dessa yrken. Intervjuerna har varit semistrukturerade och har analyserats tematiskt. De teman som har framkommit är sammanhang, karriär, arbetsmiljö, meningsfullt, hinder och själv förmåga. Gemensamma drivande faktorer för båda yrkesgrupperna är ett stort eget intresse och ett stöd från omgivningen. Hindrade faktorer är att könsstereotypen inte stämmer överens för de attityder som förknippas med yrket samt att omgivningen kan uttrycka oförståelse inför yrkesvalet. Studien visar att förutsättningarna för kvinnor inom ingenjörsyrket har ändrats mer än för männen inom socionomyrket gällande könsfördelning och attityder på arbetsmarknaden. / This essay is a qualitative study that examines the factors that are hindering and driving in people who choose a profession that goes against the gender stereotype. In the study, 2 men who have chosen to train as social workers and 4 women who have chosen to train as engineers are interviewed. These professions have been chosen because there is a clear dominance of one gender in these professions. The interviews have been semi-structured, and the interviews have been analyzed thematically. The themes that have emerged are context, career, work environment, meaningful, obstacles and self-efficacy. Common driving factors for both professions are a great deal of self-interest and support from the environment. Hindered factors are that the gender stereotype does not match the attitudes associated with the profession and that the environment may express incomprehension before the choice of profession.  The study shows that the conditions for women in the engineering profession have changed more than for men in the social work profession regarding gender distribution and attitudes in the labor market.

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Gender stereotypes are identified as a major problem happening in the game industry, it is presented in both female and male characters which they are highly following the preference of masculinity. Multiple researches have been conducted to analyse how females are being sexualized and objectified, and there is an atmosphere of misogyny in both the industrial aspect and the user aspect. However, It is interesting to rethink the problem from the opposite perspective, where the question can be ‘why the word masculinity is somehow becoming a conclusion of this industry?’ How masculinity is growing during the development of video games? And why the walls of masculinity are still solid in recent years where most other forms of media is posstivlty accepting feminism into their field? The project starts as a role of a male gamer, in both perspectives of male and video game player,  aiming to find a way to deconstruct the atmosphere of masculinity by the theory of inclusive masculinity in the game industry, discussing the positive and negative aspects of masculinity, and finally provide a possibility to build up an inclusive condition in this industry.

Le système d'éducation expose les individus à un processus de socialisation par lequel ils intériorisent ce qui est considéré comme des valeurs appropriées. A travers le processus de cette socialisation scolaire, les élèves incorporent des valeurs majeures de la société à travers l’enseignement et les contenus pédagogiques, et cette conscience des valeurs majeures est renforcée par les attitudes et les attentes des enseignants, par leur focalisation sur telle ou telle catégorie d’élèves, ainsi que par l’impact de leurs pairs. La présente recherche vise à savoir comment le genre fonctionne pendant l’interaction enseignant-élève en classe dans les écoles primaires (publiques) de Shanghai aujourd’hui. Elle vise à observer comment agissent les stéréotypes du genre dans ces interactions. Pour répondre à ces questions, la recherche compare huit écoles primaires de Shanghai, sélectionnées en fonction des écarts des milieux sociaux et géographiques ainsi qu’en fonction de la réputation concernant la qualité de l’enseignement dans telle ou telle école. La méthode utilisée est d’abord celle de l'entretien avec des enseignants. Il s’agissait de leur demander qu’elle était leur conscience du genre, qu’elle était leur attitude à l’égard des élèves en fonction des deux sexes, ce qu’ils attendaient des garçons et des filles, et sur quelles catégories d’élèves ils focalisaient davantage leur attention au cours de l’enseignement. Tout cela sans révéler les objectifs de la recherche visant à mettre à jour leurs représentations et leurs préjugés concernant le genre. On a ensuite procédé à toute une série d’observations en classe réelle, pour vérifier si la pratique des enseignants correspondait ou non à ce qu’ils affirmaient dans les entretiens. De ces entretiens et de ces observations, il ressort que l’attention portée avant tout aux garçons est renforcé par le système de l’éducation chinoise qui met l’accent sur les résultats aux examens, et n’évalue les écoles et les enseignants qu’en fonction des notes obtenues par les élèves. Or, les stéréotypes du genre associent les questions de logique et d'imagination aux garçons qui sont censés pouvoir y répondre plus facilement que les filles ; et associent aux filles les questions « affectives » ou répétitives. Par ailleurs, les filles en classe se comportent plus docilement et font donc partie des élèves silencieux dont les enseignants ne s’occupent pas beaucoup. Ainsi, en analysant le processus d'interaction dans la classe entre les enseignants et les élèves, nous voyons que l’attitude et les préoccupations des enseignants, jouent à long terme un rôle très important pour renforcer les différences du genre. / An education system exposes individuals to a process of socialization during which the values that are considered appropriate become internalized. Through this process of socialization in schools, students adopt fundamental societal values from the pedagogic contents in class and other educational venues. The awareness of the fundamental values is reinforced by teachers’ attitudes, expectations, different focuses on specific students as well as the impact of their peers.This research aims to find out what role gender plays in the teacher-student interaction in the classrooms of the primary schools (public) in Shanghai today. It seeks to examine how gender stereotypes operate in these interactions. This study compares eight primary schools in Shanghai, which were chosen because of the diverse array of student social backgrounds, geographical locations and teachers’ quality. The methodology started by interviewing teachers in the sampled schools. We did not explicitly reveal the objectives of the questionnaires in order to avoid teacher gender prejudice. Some of the questions are: Do you have different perspectives on the roles of male and female students? Do the perspectives change your expectations about the students? What impact might this "consciousness" (or non-consciousness) about gender have on student behaviour ? What attitudes may you have expressed toward girls and boys during classroom interactions? Are there any differences or similarities in your educational expectations concerning boys and girls? How do these expectation show up in the daily life of students in the classroom? Do these expectations change across subjects taught in schools? How effectively do you deal with student behavior (docility, undisciplined attitudes, etc.) Do your responses to these behaviors differ across gender? What shades can be made according to the social and geographical situation of schools in the sense that this situation leads to a different social recruiting of students? We investigate whether the thoughts and perceptions of the teachers on gender differences correlates with academic performances of boys and girls and how these differences are built into the teacher-student relationship. [...]