The development towards diversity in the working life is necessary both on the basis of globalization and as a human rights issue. Hence, the main issues of the project are: How do mass media organizations in Sweden and Germany manage diversity issues, such as issues of ethnic and national diversity? And does diversity management make a difference for developing a diversity focus in the media? Mass media have a large influence on what is considered to be a society contributing to equality in opportunities for all citizens. Research in this area has been dominated by normative, and also strongly structure-oriented and conflict-oriented theories as explanatory models. As an alternative, the project applies a theoretical and methodological approach, which today is usually described as Luhmann’s systems theory. Systems theory is well suited for this type of study not at least due to the complex phenomena and societal conditions characterizing mass media. The system theoretical approach allows analyses from different perspectives, such as from the perspective of the media recipient, from the politician or, as in this project application, from an organizational perspective. Diversity management is as a management theory related to theories of organization and leadership and organizational culture, and therefore, we also work with theories in this field.
The empirical data will come from interviews with people in leading positions and concerned with diversity issues and also from policy documents of the mass media organizations in Sweden and Germany. In line with the phenomenological approach, we analyze our empirical data from the perspective of the observer.