Gendered Representations of Footballers in FIFA World Cup Coverage : Masculinity and Femininity in Aftonbladet’s 2022 & 2023 FIFA World Cup Coverage

This thesis examines how gendered representations of male and female footballers are constructed in Swedish sports journalism, focusing on Aftonbladet’s coverage of the 2022 FIFA Men’s World Cup and the 2023 FIFA Women’s World Cup. Drawing on representation theory, hegemonic masculinity, and gender system theory, the study combines thematic analysis with critical discourse analysis to uncover patterns in both language and imagery. The analysis reveals that male footballers are frequently associated with strength, leadership, and national heroism, while female players are often framed through emotionality and morality. Although women’s football has gained popularity and visibility recently, discursive and symbolic hierarchies remain entrenched. Binary oppositions between masculinity and femininity continue to shape coverage, though moments in the women’s World Cup reporting suggest shifts toward more equitable representation. The thesis highlights the influence of gender norms in Aftonbladet’s sports coverage of the two tournaments by situating these findings within the historical and cultural development of football as a gendered sport. This study contributes to a deeper understanding of how media discourses reflect and reproduce gender norms in the context of global sporting events.