Representations of the woman leader in Finnish business media articles

Abstract

This paper explores the kinds of representations of the woman leader produced discursively in the Finnish business media. The paper draws on the idea that jobs and organizations are gendered and, to the extent that gendered features are valued differently, with masculinity being favoured particularly in managerial positions, the status of women and men leaders becomes unequal. Based on the assumption that the media form a powerful force which creates and maintains meanings in contemporary society, we focus on articles published in a leading business newspaper and major business magazines in Finland. Three discourses are built based on the texts, namely a patriarchal, a victim and a professional discourse. The results of the study imply that the texts are largely reified in terms of masculinity, and that one underlying problem is the shortage of female role models and lack of the feminine perspective in the dominant discourse. It is suggested that, if we are to develop alternative, “new” ways of constructing the woman leader into being, the writing in the business media texts should opt to test the limits of the current discourses by voicing comments regarded as expressly feminine, instead of taking the masculine as the dominant norm.