This study aims to find out how gender roles are portrayed in the series The Walking Dead. Using a quantitative content analysis where every episode of The Walking Dead was analyzed the study shows gender role portrayal in the everyday activities done by the characters. A qualitative study based on a semiotic analysis was also executed where focus lies on analyzing the characters attributes and their trait of character. The result shows that the series maintains a stereotypical representation of men and women. The men take on the typical “manly” work and the women do the majority of the domestic work. The killing of zombier and humans are mostly done by the men in the series. Their trait of character also shows a stereotypical gender role representation where the men are portrayed as tough, fighters, protectors and providers. The women on the other hand are more weak, sensitive and dependent.

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This study, Life at Skanska, aims to examine how Skanska Sweden portrays gender norms on Instagram, differentiating between their official Swedish account, @skanskasverige, and their employee-driven account, @livetpaskanska. The analysis is based on previous research on gender studies with a focus on male-dominated industries, as well as social media and how companies can use it to their advantage. The method used for the study was a multimodal semiotic analysis and with this method an analysis of five posts from each account was made. To support the analysis theories regarding gender, representation, ambassadorship, and social identity were applied to the study.   The study reveals that there are variations in how gender is represented on both accounts. Most notable being the differences in lexical choices and communications strategies. On the official account, @skanskasverige, there is a variation of images presenting both women and men therefore signifying diverse perspectives. However lexical choices, such as job titles, may partly diminish women’s credibility. In comparison, @livetpaskanska, present a more diverse and inclusive representation of women, which can be a side-effect of it being an employee-driven account. In a comparing analysis of the two accounts the differences between them became clear in how they represent women on the channels. On @livetpaskanska women tend to be more present in the content than on @skanskasverige. The study identifies differences in communication styles, indicating that the employee-driven account prioritizes individual achievements and experiences, while the official account emphasized corporate identity and the company’s values.