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Fotbollssverige - en arena för jämställdhet?: En kvantitativ studie om svenska herr- och damfotbollslandslagens gestaltning i media.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Football Sweden - an arena for gender equality? : A quantitative framing study about Sweden's national soccer teams in media. (English)
Abstract [en]

The purpose of this study is to find out if male and female football players are presented in a different manner in Swedish newspapers, over time. Previous research shows that there are not enough studies done on sports framing in the Nordic countries, neither are there studies that take up how the framing changes over time, this became the starting point for the purpose and issue of this study. We have conducted a quantitative analysis of 200 random news articles from Swedish print media, during selected World Cup periods. McComb's and Shaw's agenda theory, Entman's framing theory and Hirdman's gender theory of gender contracts have served as the theoretical framework, in combination with previous research.

To conduct the study, the following question have been examined; How is the Swedish national football team framed in news articles during the World Cup 2002/2003 and 2018/2019 and has the framing changed over the years? We have divided the main question into the following sub-questions;

  • How are male and female football players described and framed?

  • How do the newspapers prioritize between men and women in sports-related articles?

  • How do patterns and priorities differ between the investigated time periods?

    In the essay, patterns are defined as recurring differences based on gender, and priority is defined as the number of words in the article and the number of the page.

    The study shows differences in how Swedish media portrays men and women. Regardless of years, patterns show that men are mentioned in articles focusing on women but not the other way around, it is also clear that women are compared to men. The results also shows that most articles mention sports-related achievements. However, there are only minor differences in articles when it comes to the players look, family life and tonality between the female and male teams.

    On the other hand, there is a continuous development over time, where it has become more common to describe female football players based on their looks. The number of neutral articles, regarding female and male issues is increasing over time. There has also been a minor change in priority, where women are given an increasing number of pages and words, but the men are given more and more quotes.

    The study's conclusion is that in football, men are over-represented in sports journalism, both when it comes to content but also in the number of sources. However, based on the examined time periods, today there is a more equal approach between the national teams than it was 16 years ago.

Place, publisher, year, edition, pages
2020. , p. 63
Keywords [sv]
Sportjournalistik, Kvantitativ innehållsanalys, Dagordningsteorin, Gestaltningsteorin, Genusteori
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-76630OAI: oai:DiVA.org:kau-76630DiVA, id: diva2:1390000
Subject / course
Media and Communication Studies
Educational program
Study programme in Public Relations
Supervisors
Examiners
Available from: 2020-02-03 Created: 2020-01-30 Last updated: 2020-02-03Bibliographically approved

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