This study's aim and purpose was to investigate how the Swedish tabloid Sportbladet presentation of female and male athletes could differ on their Instagram page. A quantitative content analysis was used as the method to analyze the 343 posts during a four month period starting in January 1st 2022 to April 30th 2022. The study could conclude that female athletes are shown in ⅓ of the posts made during the period, making male athletes more commonly shown. Another interesting conclusion that the study could make was that depending on the format of a sport, male or female athletes were represented more. In the individual sports related to skiing, female athletes tend to be represented and shown more. Compared to team sports in which male athletes tend to be shown more. Ishockey and football or soccer being the most common. The study can also conclude that the framing of the genders also differs.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-118627 |
| Date | January 2023 |
| Creators | Bergström, Ludwig |
| 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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