"Det är som att elda för kråkorna" : En kvalitativ intervjustudie om sportjournalisters syn på en jämställd rapportering

Sports journalism has always been a male territory, both in the editorial office and in the media reporting. This thesis examines how four male, and four female sports journalists look upon sports coverage through a gender equality perspective. The research questions regarded current sport coverage, in a gender equality perspective; why the journalists believe it is that way, what they want to change and what differences could be found between male and female journalists. The study interviewed the journalists and used constant comparative methods to analyse the result through the theories of news valuation, media logic, hierarchy of influences and gender theory. It was found that sports journalists consider current sports coverage unequal. The biggest cause is the interest from the readers, which is far larger for men’s sports. One of the most suggested ways to change the coverage is to try and report a bit more about women's sports than consumers request, to grow reader interest. Additionally, management must prioritize women’s sports higher, in order for the coverage to become more equal. One difference identified between the opinions from male and female sports journalists, is that female journalists emphasized the way sports journalists report about women, which the male journalists didn’t. Their biggest concern is instead how to report more about women’s sports and adhere to readers' interests. This study offers an understanding of which parameters affect, and what can be done for a more gender equal sports coverage, through the perspective of active sports journalists.