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"No more fucks to give" - En kvalitativ kritisk diskursanalys av Svenska Fotbollförbundets offentliga uttalanden efter två uppmärksammade händelser

Mörk Johansson, Matilda LU and Lübeck, Frida (2019) SKOK11 20191
Department of Strategic Communication
Abstract
Previous research about equality between men and women within Swedish football is missing a critical perspective of how language reproduces power differences and creates a certain reality. This study aims to identify the discursive practices used by the Swedish Football Association in order to maintain unequal power relations between men and women, as well as contribute to an understanding of how language can reproduce a constructed reality. The material is restricted to two high-profile events, occurring in 2013 and 2017, where the organisation was strongly criticised for their lack of equality. The empirics include public statements by representatives of the Swedish Football Association in web-based news articles in conjunction with the... (More)
Previous research about equality between men and women within Swedish football is missing a critical perspective of how language reproduces power differences and creates a certain reality. This study aims to identify the discursive practices used by the Swedish Football Association in order to maintain unequal power relations between men and women, as well as contribute to an understanding of how language can reproduce a constructed reality. The material is restricted to two high-profile events, occurring in 2013 and 2017, where the organisation was strongly criticised for their lack of equality. The empirics include public statements by representatives of the Swedish Football Association in web-based news articles in conjunction with the two separate events. According to Fairclough's three-dimensional framework for analysis of discourse, we identify three different discourses; defence and protection of corporate reputation, focus shift away from problem and depreciation of female experiences. The theories are selected based on the identified discourses. Furthermore, the study shows that the three identified discourses interact and legitimise the power structure in the Swedish Football Association’s communication. The study also displays the paradox that the Swedish Football Association maintains unequal power relations through their language while continuously communicating that they are against all types of discrimination and comply with their corporation values. (Less)
Abstract (Swedish)
Tidigare forskning om jämställdhet mellan män och kvinnor inom den svenska fotbollen saknar ett kritiskt perspektiv på hur språket reproducerar maktskillnader och skapar en särskild verklighet. Denna studie ämnar identifiera de diskursiva praktikerna som används av Svenska Fotbollförbundet för att upprätthålla ojämställda maktförhållanden mellan män och kvinnor, samt skapa förståelse för hur språket kan reproducera en konstruerad verklighet. Materialet är avgränsat till två uppmärksammade händelser, år 2013 och 2017, där organisationen fått utstå mycket kritik i jämställdhetsfrågan. Empirin utgörs av offentliga uttalanden av Svenska Fotbollförbundets representanter i webbaserade nyhetsartiklar i samband med de två separata händelserna.... (More)
Tidigare forskning om jämställdhet mellan män och kvinnor inom den svenska fotbollen saknar ett kritiskt perspektiv på hur språket reproducerar maktskillnader och skapar en särskild verklighet. Denna studie ämnar identifiera de diskursiva praktikerna som används av Svenska Fotbollförbundet för att upprätthålla ojämställda maktförhållanden mellan män och kvinnor, samt skapa förståelse för hur språket kan reproducera en konstruerad verklighet. Materialet är avgränsat till två uppmärksammade händelser, år 2013 och 2017, där organisationen fått utstå mycket kritik i jämställdhetsfrågan. Empirin utgörs av offentliga uttalanden av Svenska Fotbollförbundets representanter i webbaserade nyhetsartiklar i samband med de två separata händelserna. Utifrån Faircloughs tredimensionella kritiska diskursanalys identifierar vi tre diskurser; försvar och skyddande av företagsanseende, fokusskifte från problem och nedvärdering av kvinnliga erfarenheter. Diskurserna ligger även till grund för valet av relevanta teorier. Vidare påvisar studien att de tre identifierade diskurserna interagerar och legitimerar maktförhållandet i Svenska Fotbollförbundets kommunikation. Studien synliggör därmed en paradox i vilken Svenska Fotbollförbundet upprätthåller ojämställda maktförhållanden via sitt språk samtidigt som de aktivt kommunicerar att de är emot all typ av diskriminering och att de efterlever sin värdegrund. (Less)
Please use this url to cite or link to this publication:
author
Mörk Johansson, Matilda LU and Lübeck, Frida
supervisor
organization
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
företagsanseende, dagordningsteorin, genus, idrott, makt, kritisk diskursanalys corporate reputation, agenda-setting, gender, sport, power, critical discourse analysis
language
Swedish
id
8978982
date added to LUP
2019-07-04 10:58:05
date last changed
2019-07-04 10:58:05
@misc{8978982,
  abstract     = {{Previous research about equality between men and women within Swedish football is missing a critical perspective of how language reproduces power differences and creates a certain reality. This study aims to identify the discursive practices used by the Swedish Football Association in order to maintain unequal power relations between men and women, as well as contribute to an understanding of how language can reproduce a constructed reality. The material is restricted to two high-profile events, occurring in 2013 and 2017, where the organisation was strongly criticised for their lack of equality. The empirics include public statements by representatives of the Swedish Football Association in web-based news articles in conjunction with the two separate events. According to Fairclough's three-dimensional framework for analysis of discourse, we identify three different discourses; defence and protection of corporate reputation, focus shift away from problem and depreciation of female experiences. The theories are selected based on the identified discourses. Furthermore, the study shows that the three identified discourses interact and legitimise the power structure in the Swedish Football Association’s communication. The study also displays the paradox that the Swedish Football Association maintains unequal power relations through their language while continuously communicating that they are against all types of discrimination and comply with their corporation values.}},
  author       = {{Mörk Johansson, Matilda and Lübeck, Frida}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{"No more fucks to give" - En kvalitativ kritisk diskursanalys av Svenska Fotbollförbundets offentliga uttalanden efter två uppmärksammade händelser}},
  year         = {{2019}},
}