Our thesis focus on how retirees perceive Tv4s news casts of economy news where we focused on five different aspects: What is the relationship between the news cast and the viewer and how does the viewer express their understanding of the news cast and the way it is constructed? What are the viewers attitude towards the news content and how do they find the news cast useful for them personally? We choosed retirees as our target group due to their vulnerable economic position in today’s society and TV as an important medium for them due to the digital divide. The study was performed with twelve qualitative interviews and one group interview where six retirees took part. We discovered a big interest for economic news in the target group. The majority had a sympathetic view of the news cast they saw but they also expressed skepticism toward the economy segment and/or news castings. The majority expressed a lack of trust for the journalists and the experts brought in to share observations and make announcements, and the financial business overall. The majority of the interviewees spoke of a hypothetic and/or possible usefulness but no one could express how the news castings affected them personally.

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.