Coaching och Genus. Drömmen om den sanna människan

Sammanfattning: The objective of this paper is to discern the role of coaching in the discourse of societal change and if coaching decides the identity of the individual, as well as what impact coaching has on gender. Reseach was conducted through semi-structured interviews with ten different coaches actively working within different arenas and by using The International Coach Federations standards and policies. The results show that coaching focuses on the individual and the individuals right to aided counsel in matters of everyday life within a gender neutral setting. Coaching has been refered to as a success story due to the positive change it portrays by being able to help any individual on any level, and because of this, gender borders have been erased. On the individual level the research clearly shows that even if coaching is applicable, the individual must accept and want the changes that coaching might bring, otherwise coaching becomes obsolete. Though coaching seems to have been applied to society as normalized function, the role it plays is only that of guidance to the individual with a risk of raising the coaches status to that of an all knowing expert, whom dictates what an individual must do and be to have a fullfilled and successful life.