De könsambivalenta fotbollsspelarna i sociala medier : En kvalitativ tematisk innehållsanalys och en semiotisk analys

Sammanfattning: Sport coverage is a large part of the traditional media's content, and soccer is the sport that is covered the most. Today, social media offers a new arena where football is monitored, and football clubs now have the opportunity to construct their own coverage. The aim was to study the representation of soccer players in social media from a gender perspective. The essay is structured through a case study design, thematic and semiotic analysis of Djurgården IF's Instagram account with three themes that were identified as Matchpresentation, Goalcelebration and Victory celebration. Through a theoretical framework consisting of social semiotics, gender theory, and gender stereotypes, the meaning of the images. Using the study's selected semiotic resources which were camera angle, distance, attributes and surroundings, posing, individually and groups, gaze and colour.  The result has been made and demonstrated that Djurgården IF tends to both challenge and (re)produce stereotypes and that there are indications that social media offer an opportunity to prevent stereotypes. In this way, it is made visible what representation soccer players should get, regardless of gender. The study's conclusion visualizes that there is ambivalence about social media having the potential to challenge and (re)produce gender stereotypes from a gender perspective. Media still contributes to strengthening norms and stereotypes in society.