Call for Master Thesis | Working title: Discourses of the Female Technology Controversy
Background
The term "Female Technology" ("Femtech") refers to technological innovations specifically targeting women's health needs (Frost & Sullivan, 2020). This includes products and services related to period tracking, menopause support, pregnancy, and pelvic floor issues. In recent years, the topic has gained increased attention both in academia and the media. However, little is known about how Femtech is represented and discussed in public, particularly in the media.
Objective of the Thesis
The aim of this master's thesis is to conduct a discourse analysis of German-language newspaper articles that address the topic of Femtech. The analysis will examine how Femtech is portrayed in the media, the prevailing narratives and argumentative patterns, and how these might influence societal attitudes and perceptions of technology and women. For a comparable study, the papers by Joutsenvirta and Vaara (2015) and Hsu and Grodal (2015) may be consulted.
Tasks:
Literature Review: Familiarization with the theoretical foundations of discourse analysis and the current state of research on Femtech.
Material Collection: Selection and collection of relevant newspaper articles from various German-language sources (e.g., national and regional newspapers, weekly magazines).
Discourse Analysis: Systematic analysis of the collected articles using appropriate discourse analysis methods (e.g., according to Maguire and Vaara).
Evaluation: Identification of key discourses, narratives, and argumentation structures related to Femtech. Examination of the media portrayal and its potential impact on public opinion.
Discussion: Reflection on the results in the context of existing literature and theoretical frameworks. Consideration of the possible implications for the perception of technology and gender roles in society.
Requirements:
Interest in technological innovations in women's health/the healthcare sector and a desire to understand longitudinal discourses.
Knowledge of qualitative research methods, particularly discourse analysis, is advantageous.
Independent and structured working style.
Excellent German and English language skills; proficiency in German is essential for reviewing German newspaper articles.
Strong academic performance.
Ability to work independently.
Excellent communication skills.
Enrollment in a study program such as Medical Engineering, Industrial Engineering, G-TIME, or a comparable program at TUHH.
The thesis should be written in English.
Application
Interested students are requested to submit their application (a short cover letter explaining why they wish to work on this topic, a CV, and a current transcript of grades) to Amanda Baum (amanda.baum@tuhh.de). For any questions, Amanda Baum is also available.
Sources
Hsu, G., & Grodal, S. (2015). Category Taken-for-Grantedness as a Strategic Opportunity: The Case of Light Cigarettes, 1964 to 1993. American Sociological Review, 80(1), 28–62.
Joutsenvirta, M., & Vaara, E. (2015). Legitimacy Struggles and Political Corporate Social Responsibility in International Settings: A Comparative Discursive Analysis of a Contested Investment in Latin America. Organization Studies, 36(6), 741–777.
