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Ingen skillnad, men ändå olika: En kvalitativ innehållsanalys av Försvarsmaktens webbplats ur ett genus– och organisationskulturellt perspektiv
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to analyse the Swedish Armed Forces website. Through a content analysis with a gender- and organisational culture perspective the study attempts to see how the Swedish Armed Forces portrays women and men. The Swedish Armed Forces is one of the strongest masculine gender coded organisations in our time. Distance caused by gender roles between women and men has been a problem within the organisation, and at the same time they have expectation’s from the society to alter these problems. The Swedish Armed Forces attempts to change their gender role problem can likely be seen in their external communication on their website.

The results shows that they retain gender dichotomy by portraying women and men differently. In some parts of the analysed material they challenge these gender roles by portraying women and men equally. This can be seen as a part of their attempts to challenge their problems with the dis- tance between women and men. In the discussion conclusions are drawn between how they com- municate and their organisational culture, since the culture is one of the aspects that affect an or- ganisations communication.

Place, publisher, year, edition, pages
2015. , 46 p.
National Category
Media and Communications
URN: urn:nbn:se:hj:diva-25966OAI: diva2:794424
Subject / course
HLK, Media and Communication Studies
Available from: 2015-03-12 Created: 2015-03-11 Last updated: 2015-03-12Bibliographically approved

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fulltext(2015 kB)119 downloads
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File name FULLTEXT01.pdfFile size 2015 kBChecksum SHA-512
Type fulltextMimetype application/pdf

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