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The Images of Top Leaders: A study on how women and men holding a position as a top leader are described by print media.
Linköping University, Department of Management and Engineering, Business Administration.
Linköping University, Department of Management and Engineering, Business Administration.
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Sweden is one of the most feminine countries in the world (Hofstede, 2003) but still the gender division in the business world is unequal. Looking at the leaders in Sweden we noticed that the biggest differences between genders are in the private sector. Media is a forum where people can be seen and heard and what people see in media will affect their perceptions on the society (Jacobson et al, 2004). The study of this thesis is to describe how women and men holding top leading positions within the private sector in Sweden are being portrayed by print media. We have studied if there is any difference in how women and men are being mediated or if media is mediating a neutral picture. This study is performed through a text analysis method where we have studied twelve longer interview articles in two of the largest Swedish business journals, Dagens Industri and Veckans affärer. In addition, six interviews with the journalists were performed in order to learn about the background and creation of the articles. The results of this study shows that both women and men leaders are being mediated as masculine through the use of masculine leadership characteristics, and that the use of specific concepts and the overall content in the articles are different depending on if the leader is a man or a woman. The overall image of women leaders in this print media are being somewhat diminished through the use of specific concepts in the text and also by the use of pictures in connection to the articles.

Place, publisher, year, edition, pages
2010. , 73 p.
Keyword [en]
Leadership, Gender, Media
National Category
Business Administration
URN: urn:nbn:se:liu:diva-57266ISRN: LIU-IEI-FIL-G—10/00504—SEOAI: diva2:324533
2010-06-09, 13:50 (English)
Social and Behavioural Science, Law
Available from: 2010-06-30 Created: 2010-06-15 Last updated: 2011-03-24Bibliographically approved

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