Den svenska extremskidsporten: en sport oberoende av genus?: - En kvalitativ studie av utrymmet på skidtidningsomslag utifrån ett genusperspektiv
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Swedish extreme skiing: A sport autonomous from gender? : - A qualitative study of ski magazines cover design from a gender perspective (English)
Gender is a constantly debated subject, especially within the world of sports. The representation of athletes in the media is dominated by the males. It is often that the athletes are portrayed on the basis of their sex and gender. With the extreme skiing being a new and modern sport, should it not be autonomous from gender? This study aims to examine whether and if so how the cover design differ between female and male extreme skiing athletes and how it affects the professional skiers. A semiotic analysis was used on the covers of the Swedish skier’s magazine Åka Skidor and interviews were held with some of Sweden’s professional extreme skiers using a hermeneutic approach. The theoretical framework used for this study was poststructuralism, poststructuralist feminism and gender theory.
The semiotic analysis showed that there is in fact a difference in both representation and how the skiers are portrayed on the covers of Åka Skidor. The interviews that were held resulted in three themes to answer the aim of this study. They were; the climate of extreme skiing, extreme skiing in media and the future of extreme skiing. The skiers had acknowledged that there is a difference between females and males when it comes to media representation and how they are portrayed. Although the explanation for this differs between the skiers they all mentioned the power of sponsors and sponsorship. However; the issue with athletes being portrayed and represented different based on their gender is not important enough to debate within the world of extreme skiing today. Therefore, it can be concluded that extreme skiing will probably not be autonomous from gender in the near future.
Place, publisher, year, edition, pages
2016. , 38 p.
extreme skiing, gender, media, semiotic analysis, interviews
extremskidåkning, gender, media, semiotic analysis, interviews
Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-119362OAI: oai:DiVA.org:umu-119362DiVA: diva2:920598
Programme in Media and Communication Studies: Strategic Communication