The purpose of this study has been to critically review RF-SISU Vasterbottens communication channels in text and picture with a focal point of different norms related to social belonging. Which can become visible from a norm-critical perspective. To analyze how different norms can be visible in RF-SISU Vasterbottens communication channels the chosen method has been document analysis. What is normal? How do pictures and text express power structures? How are the social categories presented in text and pictures? In which sports are these social categories presented? These have been central questions to support the result of the study. The results showed that the organization in general is aware of norms in the communication when the topics are around diversity and gender equality however in general communication the invisible concepts of norms create areas of discussion. Racialization and hegemony are two of these concepts that shone through during the analysis. In order to achieve the organization's goals of gender equality and equal conditions regardless of where you are from, how you look or how you function they need to be aware consistently through their communication.