Externkommunikation och värdegrund. En studie om en ideell organisations genusmedvetna kommunikation på Facebook

Sammanfattning: The purpose of this study is to examine how one non-governmental organisation (NGO) through its digital communication on Facebook constructs the image of women, and how it frames problems and solutions associated to women’s liberation. Since an increased number of NGOs have now an outspoken ambition concerning gender equality, this study intends to determine and discover whether their communication is consisted with the expressed values. The study emanates from a hermeneutic qualitative approach by using discourse and text analysis to reveal the embedded discourses that exists in the empirical material. Additionally, the empirical material has been contextualized through a theoretical framework based within the research fields of social sciences including theories concerning gender studies, stereotypes in media, feminism and communication. Our findings indicate that the NGO of study through its digital communication still reproduces discourses and stereotypes that are typically associated to female characteristics. Furthermore, the attempts to circumvent the established power structure where the woman is subordinate to the man fails because of their central goal to engage the audience through strategic communication. Regarding how the NGO frames problems and solutions, the analysis reveals a postfeministic standpoint that perceives women as a homogenous group where the solution to oppression comes from giving employment and education opportunities.