The purpose of this paper is to explore how masculinity and femininity are constructed in the magazine Veckorevyn, through a critical discourse analysis of 18 articles from six issues in 2011. This is done by using a variety of theories and previous research results, which is gender theory, the theory of late-modern society and media theory. The analysis shows that Veckorevyn depicts virility and feminine differently. Furthermore, pointing the results from the analysis that a change of manhood and womanhood takes place in the social practice. The selection of articles from the magazine also shows that Veckorevyn seems to promote gender equality. .

This essay is an investigation of the level- and importance of interactivity on YouTube for the active user. YouTube is a great example of a user-friendly Internet environment which enables the users to take part in a virtual community where they can create the content and, with the various functions the site has to offer, interact with each other. With Uses and Gratifications as a tool for this research we look at the motivations and needs of the user and how they come into play on the most popular video distribution site in the world today. Qualitative interviews on Swedish respondents give us insight in how the YouTube-users with their own words perceive this relatively new highly interactive era. We focus on a narrow group of the most popular age-group of YouTube-users to go deeper - not to expand.

The purpose of the study was to inquire into pupils? attitude towards the current beauty ideal from a gender- and an ethnicity perspective. The study was based on a quantitative survey among 116 young students about prevailing beauty ideal from two different schools in the Stockholm area. The result showed that the students are partially characterized by the stereotyped images of women and men but that there are tendencies towards another view especially among the girls. It is however clear that appearance still is important.

Sweden is described as one of the most forward-thinking countries in the world when it comes to equal opportunities, yet still management is being dominated by men. Looking at entrepreneurship and gender, the author has written four herstories about female entrepreneurs working, through enterprise, to bring about change to the male domination of top level management. The primary purpose of this master's thesis has been to look at theories on entrepreneurship/ management and gender to analyse how the entrepreneurs relate to their roles as [i] entrepreneurs, [ii] agents of change, and [iii] women. The findings show that they attach particular emphasis to their roles as entrepreneurs. As regards the work for change, being female is described as both advantageous and irrelevant, or insufficient.

The purpose of this essay is, using discourse analysis, to define how the Swedish society sees sexuality and how this is conveyed to young people. The questions at issue are; How is the term sexuality defined and delimited? How are the young people described in relation to sexuality? Are young people ascribed to different needs and qualities in relation to sexuality depending on their gender?There is previously a lot of research with great multitude about the sexuality of the youth. The research methods vary but text analysis within the subject area is unusual. The material used in this discourse analysis have been published by normative public institutions.

The purpose of my study is to find out how preschool teachers reason concerning their work withgender equality from outside of the curriculum. I propose the following questions: If there is apositive view over the relevance of gender equality from outside of the curriculum? Does thepreschool teachers think themselves to work with gender equality from outside of the curriculum?Does the preschool teachers have any thoughts on whether working with gender equality will have apositive or negative effect on the children? In what way does the preschool teachers reason on theirown meetings with boys and girls? The method chose to use is a qualitative study that is based oninterviews. I have interviewed four preschool teachers in a small society called Katrineholm. Afterthe interviews I have analyzed the material and split it into themes that has been processed.

In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

The purpose of this Masters thesis is to investigate if gender stereotypes are mediated to children between 0-3 years through books suitable for their age. This thesis concerns books that are available in public libraries. The content will be analysed by using a combination of methods, both content analysis of all the books in our study and a qualitative analysis of a smaller number of these books. With inspiration from both Robert Connell and Yvonne Hirdman and their theories of gender and gender stereotypes, this material was read and we wanted to examine if books for very young children might establish stereotypes. Our analysis showed that many known stereotypes are common in these books.

This investigation is a pilot survey whose main purpose is to investigate with work evaluation and attitude analysis whether the orthopedists and surgeons work can be equaled, why the wages differences exists between women and men, and also which preventive measures the organization can use to even out the wages differences between the genders. In relation with the investigation I have applied the reflexive way of thinking to establish which difficulties come up in the work of gender-equality.The result?s from work evaluation displays that the works are equivalent but the salaries are not, which can depend on value discrimination,gender discrimination and the organization theory.Wages differences between women and men depend on, according to the informers, partly by historical explanation and partly by the old directors who was allowed to retain regular salary when theypost transformed. The common point of view is that men have a larger work experience and therefore a higher salary.The managements attitude towards gender-equality issues is of absolute importance in order to achieve and bring a change within the organization.The measure positive special treatment is proposed to be used as an improving method to achieve (gender)equality between the posts and to even out the wages difference between the sexes.To establish whether or not gender discrimination exist in the investigated organization there needs to be done a whole lot supplementary studies like a complete wage (salary) mapping which includes all supplements and more interviews among the organizations all occupation groups..

The purpose of this thesis is to examine how young women create their feminine gender positions in relation to their reading. Using qualitative research methods the empirical material has been collected through so called reflexive interviews with eight young women aged 15-17. From their statements the empirical material has been divided into five themes that are important to the young women, as well as to the formulation of the problem. This constitutes the model of analysis. The analysis has been conducted through an examination of these themes from a gender theoretical perspective and through the application of theories about reading and gender.

AbstractThe purpose of this thesis is to examine the professional female members of a board in listed companies. During the 21st century the issue of female quotation into the executive boards was discussed in both the media and politically due to womens underrepresentation in these contexts.The main purpose of this thesis is to examine the professional female members of boards stories of the role models they have, what characteristics have evolved, the views of others, and the self image. In addition, we want to investigate how women perceive themselves in a male-dominated field to identify how the female identity is created at work.Through a qualitative research in the form of personal interviews, we have gathered empirical material that forms the basis of our results. The answers from the interviews have been analyzed with the help of relevant theories and a social constructionist approach throughout the thesis. For our theoretical approach, we primarily chose symbolic interactionism, identity theories, and concepts such as the glass ceiling and gender strategies to analyze the data.The result of the survey shows that there are many elements that play into how women form their identities.

Title: ?The director should be treated with silk gloves.? A discourse analysis of the film director as a leader and a case study of a short film Seminar date: 19 February 2008 Course: Master thesis in organizational studies, 20 Swedish credits Author: Johanna Ranes Advisor: Ph.D. Nanna Gillberg Key words: Film, the film director, discourse analysis, social constructionism, gender studies, creative leadership. Purpose: The purpose of this study is to illustrate and problemize the consequences of the traditional male domination in film creation for a female director by critically examining the construction of the film director. Methodology: The study is based on a qualitative case study which was conducted as a participant observation.

The gender theory of Judith Butler is based on both philosophical and psychoanalytic notions of the self. Although greatly inspired by both early and contemporary psychoanalytic thinking, Butler has also questioned some of its core notions such as the meaning of gender complementarity and conceptions of desire. In a dialogue in Studies in Gender and Sexuality she discusses these and other theoretical and ethical issues with the influential psychoanalyst and gender theorist Jessica Benjamin. The exchange is a unique example of an attempt at dialogue and theoretical reflection between a prominent contemporary gender theorist and psychoanalyst. It reveals disagreements and theoretical difficulties I will show to be directly attributable to radical differences between Butler's and Benjamin's conceptions of the self.

The purpose of this degree project is to study a work evaluation project in a municipality, on the basis of key participants. The municipality is the employer, per-forming the workplace project and the chief objective is to reach gender equality between the employees. Equal pay for equal work. Through work evaluation is it pos-sible to find out which of a lot of different jobs, which have equal requirements. The jobs, which have equal requirements, should have equal pay.

The purpose of this work is to examine gender rols in lifestyle magazines. In order to do this, two magazines were used and analyzed using a qualitative content analysis. In addition the authors also analyze the advertisements for each gender. Interviews in King of Sweden and Elle are also analyzed. The thesis is examined on the basis of gender theory, and theories about stereotypes and myths.