Sweden is considered one of the countries that has come the furthest in terms of gender equality. Even so, gender stereotypes persist in the Swedish labor market and work against gender equality. According to previous research, it is among others the media that is considered a cause of perpetuating gender stereotypes. In Sweden, limited research has been conducted to investigate how Swedish newspapers portray male and female CEOs. Based on the theoretical framework of West and Zimmerman’s “Doing Gender”, the role of media in society, and persistent gender stereotypes in the labor market, this study aims to investigate whether there are differences in how Swedish newspapers portray male and female CEOs. To conduct this study 36 interviews with male and female CEOs in the Swedish newspapers DN-Ekonomi, SvD Näringsliv and Dagens Industri were selected and analyzed by means of a qualitative content analysis. The results of the study show a slight increase of interviews with female CEOs in Swedish newspapers in 2020 compared to 2010. Results also show that there is a difference in the way newspapers portray male and female CEOs, where men are portrayed more favorably. Regarding the latter point, there are no indications of changes in the year 2020 compared to 2010.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-217881 |
| Date | January 2023 |
| Creators | Haegerström, Linda |
| Publisher | Stockholms universitet, Sociologiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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