Media and Women in Top Positions: The Effects of Gendered Media Representations on Women’s Career Choices

Objectives The main objectives of this study were to explore the media representations of women leaders, how the representations link to traditional gender stereotypes and the effects of those representations on how women see their careers opportunities. In addition, the thesis studied how the representations affect women’s choices and decisions on their career paths. Summary Media representations are discussed a lot these days and gender equality has taken some big steps for the better in the Western countries. To explore the representations and their affects, two focus groups of business students were interviewed for this thesis. The focus groups were shown two selected episodes from the television series ‘The Office’, both the U.S. and UK versions. Findings indicate that media still portrays women with traditional stereotypes and roles, but younger generations seem to be aware of the issues and see how they are affected by the media. Conclusions Based on the focus groups, young business are aware of the issue and see the effects the media representations can have. Media still portrays traditional gender stereotypes and gender roles and women are seen as representatives of their gender. Women are seen either as incompetent leaders or as cold and distant ones. Women are made fun of in the media and it is hard for women to find role models to inspire them to apply for leadership positions