Ingen skillnad, men ändå olika : En kvalitativ innehållsanalys av Försvarsmaktens webbplats ur ett genus– och organisationskulturellt perspektiv

This study aims to analyse the Swedish Armed Forces website. Through a content analysis with a gender- and organisational culture perspective the study attempts to see how the Swedish Armed Forces portrays women and men. The Swedish Armed Forces is one of the strongest masculine gender coded organisations in our time. Distance caused by gender roles between women and men has been a problem within the organisation, and at the same time they have expectation’s from the society to alter these problems. The Swedish Armed Forces attempts to change their gender role problem can likely be seen in their external communication on their website. The results shows that they retain gender dichotomy by portraying women and men differently. In some parts of the analysed material they challenge these gender roles by portraying women and men equally. This can be seen as a part of their attempts to challenge their problems with the dis- tance between women and men. In the discussion conclusions are drawn between how they com- municate and their organisational culture, since the culture is one of the aspects that affect an or- ganisations communication