Guldkvinnorna visar vägen mot framtiden? : En kvantitativ innehållsanalys av Aftonbladets och Expressens sportbilagor under OS i Pyeongchang 2018.

The aim of this study was to examine how the two largest sports tabloids, Aftonbladet and Expressen, in Sweden represented the male and female Swedish athletes during the Olympic games in Pyeongchang 2018. Furthermore, the study examined how many male and female journalists covered the sport sections during the event and whether or not there were any differences between the tabloids. With agenda setting theory and hegemonic masculinity as our theoretical framework we conducted a quantitative content analysis on every news article revolving Swedish Olympic athletes during the Olympic period. The results showed no significant difference between male and female athletes regarding the amount of coverage in the tabloids. However, other findings were made and showed that female athletes more often got associated with their families and partners while male athletes were associated with their coaches. The study also showed that the majority of journalists reporting from the Olympic games were male