The purpose of this study was to examine the differences as well as the similarities between the coverage and representation of the coaches of the Swedish men's national team and women's national team. The method we used for our study was quantitative content analysis. We examined 473 articles in the two Swedish tabloid newspapers Aftonbladet and Expressen. Some of the major results that we found in the study were that the representation of the coach of the men's national team were more positive than the women's coach. 76 articles about Jan Andersson, coach for the men's team were positive, while 25 articles about Pia Sundhage, coach for the women's team were positive. We also found out that the men's national team were in far more articles than the women's team. 340 articles were about the men's team and 133 articles were about the women's team.

Denna uppsats har sin utgångspunkt i genus- och gestaltningsteori och målet var att redogöra för de eventuella skillnader som existerar i Aftonbladets rapportering om svenska herrlandslaget i fotboll och svenska damlandslaget i fotboll. Detta genomfördes med en kvalitativ textanalys av totalt 8 artiklar som skrevs och publicerades om de respektive landslagen inför herrarnas VM 2018 och damernas VM 2019. Resultatet från studien kom att bekräfta vår tes om att skillnader faktiskt förekommer. Resultatet från studien som genomfördes påvisar tydliga skillnader vad gäller såväl artiklarnas huvudsubjekt, samt från vems eller vilkas perspektiv som artiklarna är skrivna utifrån. En tydlig indikator på den (icke)rådande balansen i rapporteringen var rollen som Svenska Fotbollförbundet (SvFF) iklädde sig i samband med de båda mästerskapen. SvFF och dess representanter figurerade ofta i samband med rapporteringen om herrlandslaget men betydligt mer sällan i samband med rapporteringen om damlandslaget ett år senare. Strukturen i rapporteringen om herrlandslaget framstår mer omfattande och gedigen jämfört med den om damlandslaget, något som inger känslan av att det är förstnämnda är skrivet på grund av att det existerar ett läsintresse och det sistnämnda på grund av att det behöver skrivas. Flera identifierade faktorer i studien understryker och förstärker det faktum att manligt fotbollsspelande betraktas som norm och kvinnligt fotbollsspelande som något avvikande. / The aim of this study was to find and reveal the differences in the reports about the Swedish men’s national football team and the Swedish women’s national football team in one of Sweden’s biggest newspaper - Aftonbladet. The theories applied in the study were gender theory and Gestalt theory. A qualitative text analysis was used while we examined 8 articles written and published during the days before each national team played their first game in the FIFA World Cup 2018 and the FIFA Women’s World Cup 2019. The result based upon the study points towards differences in how (and who) Aftonbladet use as the main subject of the articles, and also obvious differences in regards of the perspective presented in the articles. A clear indicator of the non-existing balance in the World Cup-coverage was the role of Swedish Football Federation (SvFF). SvFF and its representatives figured mainly in the coverage about the Swedish men’s national team while barely nothing at all in the coverage about the Swedish women’s national team during their World Cup one year later. The overall structure of the coverage about the men’s national team appears more solid and extensive compared to the coverage on the women’s national team. Several identified factors in the study emphasizes and strengthens the fact that men’s football is seen as normative while women’s football is seen as something deviant.