Vägen till framgång : En kritisk diskursanalys av Bossbabes webbkommunikation

Sammanfattning: Title: Road to success: A critical discourse analysis of Bossbabe's web communication  The aim of the study was to investigate and problematize how companies involved in coaching of women's entrepreneurship relate to and construct the discourse of success. The theoretical areas covered are individualisation and reintegration, the expert society, gender theory and gender roles, and relationship-building marketing. The study used critical discourse analysis and semiotics as a method to analyze screenshots from the Bossbabe company's website. From the analysis, findings emerged that Bossbabe challenges and reproduces norms of success. Visibility work was found to be mainly used as an additional source of income. Success was personified by Bossbabe both by showing experts as concrete symbols of success and by advocating a certain type of lifestyle. Bossbabe also uses relationship-building marketing such as pink marketing and word-of-mouth (WOM). From the analysis we see a pattern of reproduction and challenge of gender norms within the discourse of success.