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"Jag är inte den tjejen": En kvalitativ fallstudie hos Gästrike Räddningstjänst
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”I’m not that kind of girl” : A qualitative case study at Gästrike Räddningstjänst (English)
Abstract [en]

Purpose: The purpose of this study is to investigate how career listings are interpreted from a recipient perspective. We intend to investigate if Gästrike Räddningstjänst’s job advertisements create ideas about the firefighter. The study aims to answer the following questions: How are gender, norm and sexes conveyed in two job ads from Gästrike Räddningstjänst? What conceptions about the firefighter does the recipient who reads the job ads create? How do women in the ages of 20–25 years, who are living in Gävle interpret job ads from Gästrike Räddningstjänst, in relation to a norm breaking employment advertisement?

Theoretical introduction: This case study has been based on several theories about gender, norms and the biological gender.

Material and method: Barthes semiotic model for denotation and connotation are being used for image analysis. The study is based on two employment advertisements from Gästrike Räddningstjänst and reception analysis with semi structured interviews. The interviews have been conducted with six informants. Stuart Halls reception model are being used for analysing the interviews.

Result: Through image and text analysis we were able to identify that the job ads from Gästrike Räddningstjänst conveys gender and norm throughout image and text, and both combined. This case study has demonstrated that Gästrike Räddningstjänst's employment advertisements create conceptions about whom the firefighter is. By creating a job ad that challenges the standard of communicating the firefighter the informants did not only negotiate about who can become a firefighter but also about gender equality and diversity.

Place, publisher, year, edition, pages
2018. , p. 60
Keywords [en]
norm, gender, norm criticism, segregation, equality of the sexes, equality, Gästrike Räddningstjänst, job advertisement, diversity, firefighter
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hig:diva-26949OAI: oai:DiVA.org:hig-26949DiVA, id: diva2:1217134
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-12 Last updated: 2018-06-18Bibliographically approved

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Jag är inte den tjejen(1953 kB)7 downloads
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eeb8e4bf1e9442a43948645e3ea2a0a3e172b14a0f086674c99d2e817c87f5eb0ff50587c715895fee18537355c853ad454504b0156b5b470edaeba3da295f48
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf