The study aimed to investigate how female and male athletes are framed on Sportbladet and SVT Sport’s Instagram pictures. The study also examines and compares Sportbladet and SVT Sport to see if there are any differences between their coverage, since Sportbladet is commercial media and SVT Sport is public service. We have conducted a quantitative content analysis where we analyzed 655 Instagram pictures in total, 280 were from Sportbladet and 375 from SVT Sport. The Instagram pictures that were used were from the months of February, May, August, and November in 2022. The results showed that men dominated Sportbladet, while women and men were equally represented on SVT Sport. Although the results also showed that women and men are framed differently on both Sportbladet and SVT Sport. Women are generally framed as passive, happy, and intimate, while men are active, cocky, and formal. The results also showed that Sportbladet and SVT Sport have different agendas, which could be based on what possibly sells the most. Sportbladet, which is a commercial, posts more Instagram pictures of sportsmen. Simultaneously, SVT Sport posts an equal number of pictures of both genders.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-121543 |
| Date | January 2023 |
| Creators | Madestam, Sandra, Rydén, Matilda |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| 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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