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Bortvända blickar och blandade budskap: Hur jämställdhetsintegrerade myndigheter representerar män och kvinnor på Instagram.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

59 government agencies in Sweden participate in the programme Gender Main- streaming in Government Agencies (sv: Jämställdhetsintegrering i myndigheter, JiM). This programme aims to better the equal opportunities for women and men to shape society and their own lives. At the same time the social networks are steadily rising in popularity and they are excellent tools for the government agencies to communicate their values regarding equality to a broad audience in an easy and effective matter. Previous research focus mostly on the effect the content of social media have on the audience but the aim of this study was rather to examine how men and women are represented on Instagram accounts run by government agencies. This was done through a quantitative content analysis where 400 pictures posted on Instagram by Arbetsförmedlingen, Försvarsmakten, Polismyndigheten and Sida were analysed with the help of variables based on previous studies. The results showed that both men and women are portrayed with certain gender stereotypes and that government agencies are more or less equal in their frequent use of men and women in their Instagram posts. 

Place, publisher, year, edition, pages
2016. , 62 p.
Keyword [en]
Representation, communication, gender, gender stereotypes, government agencies, quantitative content analysis, social media, Instagram
Keyword [sv]
Representation, kommunikation, genus, könsstereotyper, myndigheter, kvantitativ innehållsanalys, sociala medier, Instagram, Arbetsförmedlingen, Försvarsmakten, Polismyndigheten, Sida
National Category
Communication Studies Media Studies
URN: urn:nbn:se:lnu:diva-54010OAI: diva2:939849
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Available from: 2016-06-20 Created: 2016-06-20 Last updated: 2016-06-20Bibliographically approved

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