Madonna-figuren och lattepappan - En kvalitativ innehållsanalys av de mest lästa bloggarna i Sverige

Abstract Author:Erica Johansson Title: The Madonna‐figure and the latte‐father –A qualitative content analysis of the most read blogs in Sweden using a gender perspective [Translated title] Supervisor: Gabriella Scaramuzzino Assessor: Carina Tigervall The purpose behind this paper was to do a content analysis of six of the most read blogs in Sweden and how they portrait men, women and gender. Three of the blogs is written by men, and the other three by women. By using the theories of Yvonne Hirdman a study was made, totaling one month of blog posts from each blog. The results of the analysis was that the blogs convey a stereotypical image of men and women. Women appearance and sexuality is the focus point, and men is portrayed as free, strong and independent beings. They are each others opposites. Although this result was not consistent. In some blog posts there were some attempts to break the gender stereotyping by discussing subjects that is not typically related to the specific gender, like women discussing sex and men writing about caregiving. Keywords: Femininities, masculinities, blogs, gender, Sweden, stereotyp