Jämställd rekrytering? : en jämförelse av hur män och kvinnor skildras i Försvarsmaktens rekryteringsmateria

In recent times one of the focal points for the Swedish armed forces has been the equality of its workforce. There has for a long time existed an expressed desire both from political representatives and armed forces officials to recruit more women. In spite of this only about ten percent of the officers and soldiers are female based on the latest published figures. A large focus of the effort to recruit more women is the advertising material that the agency publishes both in traditional media and on their social media channels. Studies in other countries have shown that advertisement for armed forces tend to portray women and men differently, thereby reinforcing a masculine view of the profession. It is therefore purpose of this thesis to investigate whether the material that the Swedish armed forces publishes on its official Instagram page portrays women and men differently. The results of the analysis show that in the material that was chosen women and men are portrayed in more or less the same way. No major differences could be found which means that largely the material contributes to broadening female roles in the military profession