Kön mellan raderna : En kritisk diskursanalys av jobbannonser

Sammanfattning

Building on the persistent gender segregation in the Swedish labor market, this study examines how such segregation is reproduced through the language used in job advertisements. The aim is to analyze how gendered assumptions are constructed and maintained in advertisements from male- and female dominated sectors, and what ideals about the worker are established through these representations. Central questions concern how desired qualities are expressed and how discourses contribute to constituting gender in job advertisements. Previous research indicates that gender coded language can influence who feels encouraged to apply for a job. The study applies a critical discourse analysis based on Fairclough's three dimensional model (1992). Drawing on 30 advertisements, the analysis reveals female dominated occupations emphasise relational and care- oriented qualities, whereas maledominated occupations highlight autonomy and performance- oriented traits. These linguistic patterns reproduce assumptions about qualities considered natural for women and men, respectively. Furthermore, the study demonstrates that gendered discourses are actively produced in job advertisements and may contribute to sustaining a gender-segregated labour market.