This paper examined male engagement towards gender stereotypes online. We specifically sought to address how men engage with gender-stereotyped advertisements on Instagram, and which interactions they utilize to do so. We aimed to understand how men engage with gender stereotypes in Instagram advertisements by answering the following research question: [RQ1] How do men engage with gender-stereotyped advertisements on Instagram? Data were collected from 10 male participants through semi-structured interviews using photo elicitation. The data was further obtained through thematic analysis using the Theory of Planned Behaviour. The findings resulted in 26 codes and 6 themes. The results demonstrated that exposure to masculine content receives more attention and recognition than feminine, non-sexualized content. The findings argued that men are hesitant to engage with sexualized and provocative content due to societal norms and fear of being judged by others. In contradiction, men believe that other men are more likely to engage with sexualised, gender-stereotyped content that idealizes masculinity. The study identified the most common engagement interactions utilized when engaging with gender-stereotyped content: liking, visiting the account or website, and sharing content with a friend. The findings supported previous research claims that accepting a feminine image puts men at risk of violating gender roles, resulting in men preserving a masculine persona by distancing themselves from this type of material (Elliot & Elliot, 2005). Additionally, we concluded that fear of judgement from peers and society results in social pressure to conform to masculine gender norms, which may influence men’s online behaviour. The results may be delimited by social desirability and sampling bias due to the designated scope. Nevertheless, we have implemented measures to ensure the trustworthiness of this study.

Incorporating gender into disasters and Disaster Risk Reduction (DRR) is important given women’s and men’s different needs, vulnerabilities, capacities and roles in the context of disasters. Male engagement or ‘men-streaming’ has gained increased attention in research on gender and development, yet it has been overlooked in the field of DRR. This thesis aims to transfer the discussion on male engagement from development to disasters by studying how ‘men-streaming’ is described in the context of DRR. The analysis will build upon a case-study of the Gender Equality Toolkit by The Swedish Civil Contingencies Agency (MSB). A qualitative content analysis will be the main method for the thesis. The Toolkit will be analyzed using an open analytical framework, consisting of three themes: Men as Vulnerable, Men as Capable and Men as Allies. The results illustrate that all three themes of male engagement are described in gender policy for DRR, with a main focus on men’s vulnerabilities. The contribution of this thesis is the recognition that while men are increasingly seen as vulnerable rather than obstacles in the context of DRR, men’s capacities and allyship to women are not fully included in gender policy.

Date: 2021-05-25 Level: Bachelor thesis in Business Administration, 15 credits Institution: Linnaeus University Authors: Linnéa Hamrin - 970430 Nora Bengtsson – 960709 Tutor: Jasmina Beharic Keywords: Gender equality work, norms, group norms, driving forces, personal connection, custom communication, male engagement Titel: The light is now directed at the men who work with gender equality - How do they act and what are they driven by? Research Questions: - How do men who work with gender equality act, within organizations that work to promote the gender equality development within the society?- What are the driving forces behind their actions? Purpose: The purpose of the thesis is to increase knowledge about how men who work with gender equality, within organizations that work to promote the gender equality development within the society, act to influence gender equality development and to create an understanding of the underlying driving forces of their actions. This is to contribute to the knowledge about how men, who does not act accoringly to the existing masculine norms, work with gender equality which can increase the understanding of gender equality development. Method: This is a qualitative study that uses inductive approach. Four semi- structured interviews have been implemented with four different respondents. The empirical data was then analyzed through a thematic analyzis.Through the coding, themes were detected which then generated the theoretical material. Conclusions: The result of the study showed that the men worked a lot through adapting their communication to the target group which enabled a connection inbetween the men and the target group. Relationship building was presented as essential to their work and two important factors in order to build relationships was positive influense and identification. The underlying driving forces were at first proved to be integrated and identified extrinsic motivation. To maintain the work with gender equality the ability to help others, confirmation, experienced context, and self-determination were the driving forces that identified. / Datum: 2021-05-25 Nivå: Kandidatuppsats i Företagsekonomi, 15 HP Institution: Linnéuniversitetet Författare: Linnéa Hamrin - 970430 Nora Bengtsson – 960709 Handledare: Jasmina Beharic Nyckelord: Jämställdhetsarbete, normer, gruppnormer, drivkrafter, personlig anknytning, anpassad kommunikation, manligt engagemang Titel: Nu riktas lampan mot män som arbetar med jämställdhet - Hur agerar de och vad drivs de av? Forskningsfrågor: - Hur agerar män som arbetar med jämställdhet, inom organisationer som arbetar för att främja jämställdhetsutvecklingen i samhället?- Vad finns det för drivkrafter bakom deras agerande? Syfte: Syftet med uppsatsen är att öka kunskapen kring hur män som arbetar med jämställdhet, i organisationer som arbetar för att främja jämställdhetsutvecklingen i samhället, agerar för att påverka jämställdhetsutvecklingen samt skapa en förståelse kring de bakomliggande drivkrafterna för deras agerande. Det för att bidra med kunskap gällande hur män, som inte agerar enhetligt med den existerande mansnormen, arbetar med jämställdhet vilket kan öka förståelsen kring jämställdhetsutvecklingen. Metod: Det här är en kvalitativ studie som använder induktiv metod. Fyra semistrukturerade intervjuer har genomförts med fyra respondenter. Empirisk data analyserades därefter genom den tematiska analysmetoden. Genom kodningen upptäcktes teman som låg till grund för det teoretiska materialet. Slutsats: Studiens resultat visade att männen arbetade mycket genom att anpassa sin kommunikation efter målgrupp vilket möjliggjorde för en anknytning mellan männen och målgruppen. I arbetet framstod relationsbyggande som essentiellt och två viktiga faktorer i syfte att bygga relationer var positivt inflytande och identifiering. De bakomliggande drivkrafterna visade sig till en början vara integrerad och identifierad extern motivation. För att upprätthålla arbetet med jämställdhet var förmågan att hjälpa andra, bekräftelse, upplevt sammanhang och självbestämmande de drivkrafter som identifierades.