This article analyses the portrayal of the female corporate manager in the economic media. More specifically the article examines the ways in which femininity and gendered power become enacted in feature articles about high level corporate leaders and managers in the global economic newspaper, The Economist, and through that enacted as part of the wider gender asymmetry in the economy. The media has a crucial role in constructing, changing and stabilizing representations, stereotypes and images. The article identifies, categorizes and presents managers as genderspecific social actors and members of elite business groups. Feature articles in The Economist about top managers were analysed over the period 2006–2013 with the help of thematic classifications influenced by critical discourse analysis. The analysis demonstrates that the global economy-focused print media has contributed to fending off and defining a ‘suitable managerial femininity’ for female managers that is aligned with the ideology of the third spirit of capitalism, but does not threaten the reigning masculinity of corporate management elite.

Purpose – This paper aims to study the kinds of methodologies used in studying “doing gender” in working life and organisations. To do so, articles that use empirical research materials from different academic peer-reviewed journals have been analysed. By methodologies, both data gathering tools and the analysing techniques using and concerting the data have been largely understood. In the articles analysed, interviews were the main methodological tool in extracting the “doing gender”, while studies using naturally occurring data, e.g. historical materials and methods in relation to this type of data were in the minority. The following question has been proposed for further exploration: What impact does the domination of interviews as a research method have on the concept of “doing gender”? Design/methodology/approach – Qualitative content analysis, close reading and data were collected from academic peer-reviewed journals with the applied principles of literature review. Findings – The research methodologies adopted in the articles on “doing gender” mostly deal with interview data and their analysis. Interview data are used most often as the primary source for ethnographic analysis. These method choices limit the potential interpretations available for the analysis of the conceptual idea of “doing gender”. Research limitations/implications – The limitations of this article relate to the journals chosen for the analysis. Originality/value – This paper contributes toward a deeper understanding of the “doing gender” approach, particularly by exploring the research methodologies that have been used when studying “doing gender” approach empirically.

Purpose This paper aims to analyse the ways the textual materials of job advertisements do the gendering for prospective expert positions and create a space for ambiquity/non-ambiquity in the gender labelling of this expertise. Expert positions are almost always openly announced and are important to organizations because they often lead to higher managerial positions. By gendering the prospective positions, the job advertisements bring forth repertoires strengthening the gendering of work and gendered expert employee positions. Design/methodology/approach This study draws on qualitative textual and visual data of open job advertisements for expert positions. The materials of the study are gathered from open job advertisements in two countries, i.e. Finland and Estonia with rather similar labour market structures in relation to gender positions but differing as regards their gender equality. Findings The analyses show that the gendering of expert work takes place in the job advertisements by rendering subtly gendered articulations, yet allowing for interpretative repertoires appear. The analysis reveals some differences in the formulations of the advertisements for expert jobs in the two countries. It also shows that in general the requirements for an ideal expert candidate are coated with superlatives that are gendered in rather stereotypical ways, and that the ideal candidates for highly expert jobs are extremely flexible and follows the ideal of an adaptable and plastic employee, willing to work their utmost. This paper contributes to the “doing gender” literature by adding an analysis of the textual gendering of ideal candidates for positions of expertise. Research limitations/implications The research materials do not expose all the issues pertinent to questions of the ideal gendered candidate. For instance, questions of ethnicity in relation to the definition of the ideal candidate cannot be studied with the data used for this study. Being an exploratory study, the results do not aim for generalizable results concerning job advertisements for expert positions. Originality/value This paper contributes to the “doing gender” and “gendering” literature by addressing the question of how and in what ways gender is defined and done for an expert positions prior the candidates are chosen to those jobs. It also offers new insights into the global construction of gendered expert jobs advertisements by addressing the topic with data from two countries. It further contributes to understanding the gendered shaping of expertise in the management literature.