Bonde söker jämställdhet. En kvantitativ innehållsanalys om könsfördelning bland programledare inom svensk underhållningsmedia

Abstract

The purpose of this study is to acquire knowledge of gender roles and how these are applied in Swedish televised entertainment programs. Media studies state that inequality in media correlates with inequality in society, how men and women are portrayed in media depicts both cultural and traditional gender norms and also inflicts on how the population perceives the different genders. This survey analyzes the differences between female and male tv hosts in entertainment media. By examining the equality among this profession the survey contributes to an understanding of how viewers regard men and women. The study has been conducted from a gender perspective. The empirical material together with the operationalization of feminine and masculine attributes have been formed by the basis of theories established mainly by gender researcher Alice H. Eagly. This theoretical framework has allowed us to comprehend and construe which roles men and women adopt as tv hosts in the Swedish entertainment industry. Since the study aims to examine to what extent women and men host entertainment shows, the survey has been accomplished by a quantitative content analysis in which a coding scheme was formed based on the theoretical framework. With this method, it was possible to draw general conclusions over a longer period. The analyzed time frame of the study reached between the years of 1984 and 2024 during the first weeks of April and October in intervals of four years. The analysis was conducted using the statistical software, SPSS, where frequencies in entertainment programs were studied and later construed by the basis of the theories. Generally, male tv hosts are frequently more prominent than female tv hosts in entertainment programs. The results of the study confirm that women have predominantly served as hosts for romantic, relational and emotional shows, while men have more frequently hosted educational and comedy programs. These analyzed results demonstrate that the gender of the hosts generally aligns with the gender norms associated with different types of television programs. In this regard, the results are consistent with the study's theoretical framework.