THE EUROPEAN EXTERNAL ACTION SERVICE AND GENDER PROMOTION - A comparative text analysis of how the EEAS adapts its gender promotion messages to audiences in the west and east

Abstract: A qualitative text analysis on how the European External Action Service, EEAS, promotes gender. It examines how the former High Representative Federica Mogherini adjust her language towards a “western” and “eastern” region. The aim is to see if there are any differences in how the EEAS choose to approach different audience when specking about gender equality. Previous research shows that there is a lot of research on gender and the EU, and its institutions including the EEAS. Though, there is research gap on how the EEAS represent gender towards different audiences. Theories that will be used to analyse the result is social constructivism and the concept of representation. The concept of representation is useful to se how actors frame and present their interest towards different audiences. A comparative text analysis of speeches made by Federica Mogherini, representing the EEAS, will be made to outsource possible differences in how she concepts gender equality. The analysis will be made through Bacchi’s framework “What is the problem represented to be?”. The results show that in general the aim of why gender equality is important does not differ but there is a difference within what topic on gender equality is discussed and how it is presented.