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Gendered Constructions of Leadership in Norwegian Job Advertisements

Kopland, Silje; Yeomans, Sandra
Master thesis
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http://hdl.handle.net/11250/2580130
Date
2018
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  • Master of Science [1555]
Abstract
Women are traditionally underrepresented in managerial positions, and

especially considering top managerial positions. Several factors might

contribute to keeping women from reaching their full potential and rise to top

positions in corporate contexts (Askehave & Zethsen, 2014). One factor that

might contribute to keeping women from rising to these types of positions

might be that the wording used in job advertisements do not appeal to them.

Thus, the theme of this thesis is the wording used in job advertisements, and

how this may have contributed to underrepresentation of women in managerial

positions. The theoretical framework used was based on a traditional

distinction between masculine and feminine stereotypical traits, such as women

being more communal, transformational and relationship-oriented, whereas

men are being more agentic, transactional and task-oriented. The present study

is a replication study of Askehave & Zethsen (2014) where we used a mixed

methods approach and conducted two different studies in order to investigate if

job advertisements for Norwegian top management positions were gender

biased. In study 1, we collected 50 Norwegian job advertisements and analyzed

these into semantic fields and categorized these according to theory on gender

stereotypes. Most of the semantic fields (7 out of 9) were identified as male

biased. Moreover, findings from this study also suggest that all job

advertisements were gender biased, and that an overwhelmingly majority of the

advertisements were male biased. For study 2, we conducted a questionnaire

with 20 authentic sentences from our corpus of job advertisements and asked

potential job applicants to rate each sentence as male or female biased.

Findings from this study suggest that the potential job applicants mostly agreed

with theory and our findings from study 1 (in 18 out of 20 sentences). In

conclusion, these findings imply that job advertisements for top managerial

positions in Norway are male-biased, even though most of the job

advertisements also mention several female characteristics in their

advertisements.
Description
Masteroppgave(MSc) in Master of Science in Leadership and Organizational Psychology - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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