This master thesis investigates the female role in management, and is focused on the ministry of equality’s campaign called Lead the future. The formulation of the problem is: How is the female role in management constructed in the campaign ‘Lead the Future’ by the ministry of equality, and how does the future female’s role at the labour market emerge in the communication? The thesis has a constructivist approach and based on Niklas Luhmann’s social system theory, it explores how the female role in management is constructed in the campaign Lead the Future. The thesis has an analytical strategy which holds a second order approach, where I observe the communication about educational choice and management, and how the campaign constructs the female. The problem is explored trough two form analyses and one system analysis. First of all, the thesis observes the relation between the choice of education and management in the campaign. The relations were examined by observing how the different observations was linked to three communicationsystems. Second of all, the thesis observes how the campaign constructs the female role at the labour market, and how the communication in the campaign results in paradoxes. By examining this, the study shows, that the females educational choice is responsible for the low number of female leaders, and the females have a responsibility to strengthen the competiveness in the Danish market, by choosing an education in economics, computing or psychical science. The study also finds that the female role at the future labour market is constructed in four different ways, which indicates that the ministry’s communication entails paradoxes. The paradoxes raise challenges in their communication, and the study shows that the ministry tries to make the paradoxes invisible trough different strategies. The findings of the thesis and how the female role is constructed in a certain way, are discussed with Michel Foucault’s notion on neoliberalism and governmentality. Furthermore, it is discussed how the government and companies can form initiatives and policies to increase the number of female leaders in the Danish labour market.
|Uddannelser||Cand.soc.pkl Politisk Kommunikation og Ledelse, (Kandidatuddannelse) Afsluttende afhandling|