Framing Gender Justice

Abstract

This study examines the media coverage of the #metoo movement in neighbouring countries Denmark and Sweden. A comparative content analysis shows differences in genres, sources and themes across the two samples. Further, the analysis shows that the coverage predominantly positioned #metoo within an individual action frame portraying sexual assault as a personal rather than societal problem in both countries. However, the individual action frame and a delegitimising frame focused on critique of #metoo were more prevalent in the Danish coverage. A framing analysis revealed four different news frames in the coverage: #metoo as (1) an online campaign connecting networked individuals, (2) part of a broader and long-standing social movement for gender justice, (3) an unnecessary campaign fuelled by cultures of political correctness and, finally, (4) a witch hunt and “kangaroo court”. Finally, we discuss and relate these findings to the political and cultural contexts of the two countries and their different historical trajectories for the institutionalisation of feminism and implementation of gender equality policies.

A new male entrepreneur?

“…Sweden is particularly interesting in the light of #metoo because it is considered one of the most equal countries in the world and equality ranks high on the political agenda. Gradually, Sweden has politicised gender equality and made it a mainstream issue (Askanius and Hartley, 2019). Consequently, #metoo had widespread popularity in Sweden, receiving extensive media coverage.…”

“…Despite the huge amount of attention given to the movement on the internet and its impact on political and cultural elites, it is questionable whether the movement had any real effect beyond those circles (Zarkov and Davis, 2018). The Swedish parliament did pass the affirmative consent law in 2018, making sex without consent recognised as rape (Askanius and Hartley, 2019). While the work for this law was started well before the #metoo movement in Sweden, it shows the impact of the movement.…”

Legitimising a Feminist Agenda: The #metoo petitions in Sweden 2017–2018

“…In Norway, at least in the first phase, the problem was framed as being on a societal level, pointing out problematic norms and a need for structural change, rather than highlighting individual victims or perpetrators (Skare Orgeret, 2019). In Sweden, on the other hand, sexual harassment was mainly framed as an individual's problem (Askanius & Møller Hartley, 2019;Sveningsson et al, 2019;Svärd, 2017). The Danish news media showed even more individualisation and delegitimisation than the Swedish coverage (Askanius & Møller Hartley, 2019).…”

“…In Sweden, on the other hand, sexual harassment was mainly framed as an individual's problem (Askanius & Møller Hartley, 2019;Sveningsson et al, 2019;Svärd, 2017). The Danish news media showed even more individualisation and delegitimisation than the Swedish coverage (Askanius & Møller Hartley, 2019).…”

The #MeToo Movement: Men and Masculinity in Swedish News Media

“…Being considered to be an important producer and disseminator of meaning (Hall, 1997), the media representations of #MeToo however show that contrary to what is considered to be the movement's intent-highlighting sexual assault as a structural problem-the media often focused on individuals. A comparative analysis of the media coverage of #MeToo in Denmark and Sweden concluded that in both countries sexual assault was predominantly portrayed as a personal rather than a societal problem (Askanius & Møller Hartley, 2019). It also seemed that the media primarily represented #MeToo as a markedly White phenomenon (Onwuachi-Willig, 2018;Tambe, 2018), and also that they focused more on the campaign as such than on the possible solutions to the problems that the movement exposed.…”