Since the 1990’s the Swedish gender equality work has been characterized by management-inspired models, where New Public Management (NPM) has been particularly influential. An NPM-influenced method for gender equality is called gender mainstreaming – the idea that gender equality should shape all decisions within an organization. This thesis analyzes the Swedish Film Institute’s gender equality reports by highlighting the aspects which the Film Institute believes can measure gender equality and diversity. The analysis looks at these aspects through the lens of organizational theory, with a special focus on NPM and gender mainstreaming. The analysis shows that the Film Institute’s gender equality and diversity goal (as a result of being pursued within the framework of gender mainstreaming) paradoxically is to be interpreted as a method for the goal fulfillment that the Film Institute wants to achieve with the method. The analysis also shows that the work related to gender equality is depoliticized when it takes place within the framework of gender mainstreaming. Thus, gender mainstreaming, rather than benefitting equality and diversity, prioritizes NPM-centered performance management, which inevitably shifts the actual meaning of gender equality and diversity and its perceived relationship to quality – a concept of great importance within the film industry.