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Superstjärnan och damfotbollsspelaren: – En Studie av Zlatan Ibrahimovic och Lotta Schelin i svensk kvällspress.
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The super star and women's football player : - A Study of Zlatan Ibrahimovic and Lotta Schelin in the Swedish tabloids. (English)
Abstract [en]

This essay has examined and compared the media coverage of Swedens two main football players Lotta Schelin and Zlatan Ibrahimovic in the newspapers Aftonbladet and Expressen. The esssay questions aimed to find out how much space the two athletes got but also which words they were described with and which type of articles they occurred in. To answer the questions, a quantitative content analysis with a series of variables was used in combination with a qualitative text analysis. A total of 147 articles were analyzed in the quantitative study, and 4 of them were randomly selected for the qualitative text analysis. The essay was based on a variety of theories and concepts like framing theory, gender, representation and stereotypes.

The quantitative result reflected the fact that Ibrahimovic is present in a larger material in the two papers than Schelin. The two athletes are also described by various attributes, Schelin is more frequently framed with words as sentimental and weak, while Ibrahimovic is portrayed as strong and aggressive. The qualitative analysis showed similar trends as the quantitative where Ibrahimovic was framed as he could climb over every obstacle to reach his targets, Schelin instead wished she even could take on her targets. 

Place, publisher, year, edition, pages
2014. , 36 p.
Keyword [en]
Zlatan Ibrahimovic, Lotta Schelin, gender, football, stereotypes.
Keyword [sv]
Zlatan Ibrahimovic, Lotta Schelin, genus, fotboll, stereotyper.
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-87851OAI: diva2:712057
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-14 Created: 2014-04-13 Last updated: 2014-04-14Bibliographically approved

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Skoglund, Niclas
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