"Hon är också en riktig hard worker" : En semiotisk analys av realityserien Svenska powerkvinnor

Sammanfattning: This essay has studied how successful women are portrayed in the reality show Swedish power women. The purpose was to examine if stereotypes and gender norms are reproduced or challenged. Theoretical perspectives such as gender, gender norms, stereotypes and the male gaze were used to investigate the portrayal of successful women. To analyze the empirical material, consisting of three episodes from the first season, a semiotic analysis was used. Using the analytical tools of semiotics, such as denotation, connotation, stereotypes, and camera angles, the research purpose was analyzed and answered. The result showed that the successful women usually were depicted from a camera angle at eye level. The women had an active role in the series which contributes to the fact that the male gaze rarely occurs. The women’s characteristics were described as hardworking, driven, and enterprising but also as insecure and challenged by performance anxiety. Their lifestyle was described as a stressful everyday life where they balance work, love life, and family. The women were often portrayed in superficial environments which contributes to a focus on appearance fixation. Finally, the relations between women and men were portrayed as an equal relationship where no one has a higher status than the other. The main findings showed that stereotypes and gender norms are both reproduced and challenged. The essay suggests that in the long run, this kind of portrayal can contribute to a more neutral way of portraying women and blur the lines between masculine and feminine qualities.