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| Author: | Styhre, A. Backman, M. Börjesson, S. |
| Title: | The gendered machine: Concept car development at Volvo car corporation |
| Journal: | Gender, Work and Organization
2005 : NOV, VOL. 12:6, p. 551-571 |
| Index terms: | Car industry Gender Media coverage Women |
| Language: | eng |
| Abstract: | This study analyses the treatment in the media of the first concept car development project led by female engineers and designers. The results of critical discourse analysis method show that despite aiming at highlighting and using competencies among the female workers and at positioning Volvo as a progressive firm, the media coverage uses gendered stereotypes and commonsense beliefs. Therefore, more elaborated vocabulary should be developed in both industry and media to make real progress. |
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