Media is responsible to operate as a room for democratic and interacting discussions in our society. Furthermore, media is a significant part of the overall social context in which citizens are included. Despite increased equality in society, the media still represents women and men unequal which has an impact on the norms and values that prevail in society. Women are still underrepresented in Swedish media content and women’s perspectives and experiences are either marginalized or lacking. This thus confirms and reproduces a society and power structure in which men are superior to women. Further entrepreneurship is critical as it contributes with economic growth and social development and therefore of value for society and politics. The aim of this study is to examine how women’s entrepreneurship is represented in Framgångspodden and how this podcast discursively constructs gender. The research questions build upon previous studies that show how female entrepreneurs are represented and portrayed differently than male entrepreneurs. Furthermore, the representation of women’s entrepreneurship is gender stereotypical where masculine and feminine characteristics are contrasted. Previous studies also show how the entrepreneurship field is severe to unequal power relations and how female entrepreneurs are diminished. Through a thematic and critical discourse analysis this study examines how 13 Swedish female entrepreneurs are represented in Framgångspodden. The conclusion of this qualitative study validates previous studies and shows how gender stereotypes exist in a Swedish entrepreneurial context and that the discourse is dominated by a distinct order of power. Framgångspodden defends the masculine entrepreneurship discourse and reproduces the image of how a female entrepreneur should behave or be, by describing her with feminine qualities or placing her in a narrow spectrum of masculine stereotypes. This study confirms that the women's entrepreneurship discourse in Sweden is characterized by masculinity and female entrepreneurs are represented based on their gender roles.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-104228 |
| Date | January 2021 |
| Creators | Eriksson, Zandra, Samuelsson, Linnéa |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 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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