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The aim of this master's thesis is to contribute knowledge on how the ideal applicant is constructed through subjective qualifications requested in job advertisements targeting public librarians, and how these constructions relate to a broader societal context. The empirical material consists of 40 job advertisements published online between December 2023 and February 2024, and is analysed using Fairclough’s critical discourse analysis and his three-dimensional model. The research questions, formulated in accordance with the dimensions text, discursive practice, and social practice, are: What personal qualities are requested in the advertisements and how are these expressed linguistically? What discourses are manifested through the subjective qualifications requested in today’s job advertisements? And: How can these discourses be understood in relation to contemporary demands and expectations on the profession? The textual analysis shows that the ideal applicant is constructed through a broad range of subjective qualifications, often expressed with a high degree of obligation. Five discourses underpinning these qualifications were identified: the relational discourse, the structure-oriented discourse, the development-oriented discourse, the pedagogical discourse, and the monitoring discourse. The results of the discursive practice analysis imply that the discourses are influenced by external texts, indicating a significant intertextual presence in the material. Lastly, the results from the social practice analysis indicate that the discourses correspond to different social, economic, digital, and ideological factors surrounding the profession. A notable result is that both the relational discourse and structure-oriented discourse can be seen as dominant, suggesting that the public librarian is positioned between two conflicting ideologies.

Fattiga har länge varit, och är alltjämt, en inom psykologisk forskning förbisedd samhällsgrupp. Syftet med den aktuella studien var att bryta detta mönster och undersöka om det förekommer negativa implicita och explicita attityder – fördomar – mot fattiga. Vidare undersöktes om det finns personlighetsdrag och/eller socialpsykologiska variabler som kan predicera fördomsfullhet mot fattiga svenskar. Detta gjordes genom en inomgruppsdesign med upprepade mätningar av samma individer. Urvalet bestod av 99 studenter, varav 43 män, 55 kvinnor och en transperson, vid Lunds Universitet. Det instrument som användes för att kontrollera implicita fördomar var ett Single Category Implicit Association Test (SC-IAT). De explicita fördomarna mättes genom en enkätundersökning innehållandes 15 påståenden om fattiga svenskars kompetens, värme, status och konkurrens. Personlighetsdrag och socialpsykologiska variabler mättes i samma enkät genom kortversioner av Big Five Inventory, Right-Wing Authoritarianism Scale och Social Desirability Scale. Resultatet från studien visade att det finns implicita fördomar mot fattiga svenskar, men att dessa inte kan predicera uttrycket av explicita sådana. Big Five-faktorerna neuroticism och vänlighet korrelerade signifikant positivt respektive signifikant negativt med implicita fördomar. Detta är nya rön som banar väg för ny forskning om individuella skillnader som förklaringar till implicita fördomar., The poor have long been, and still are, a neglected group within psychological research. Therefore, the aim of the present study was to break this pattern and examine whether there is an existence of negative implicit and explicit attitudes – prejudice – against the poor. Further it was examined whether there are personality traits and/or social-psychological variables that can predict prejudice against poor Swedes. This was done by a within-subjects, or repeated measures, design. The sample consisted of 99 students; 43 men, 55 women and one transgender person, at Lund University. The instrument used to control for the implicit prejudice against the poor was a Single Category Implicit Association Test (SC-IAT). The explicit prejudice was measured by a questionnaire consisting of 15 questions regarding the competence, warmth, status and competition of poor Swedes. Personality traits and social-psychological variables were measured in the same survey by short versions of the Big Five Inventory, Right-Wing Authoritarianism Scale and the Social Desirability Scale. Results from the study showed that there are implicit prejudices against poor Swedes, but that they cannot predict the expression of explicit prejudices. The Big Five factors of personality neuroticism and agreeableness were significantly positively versus significantly negatively correlated with implicit prejudice. This is a novel finding that paves the way for new research on individual differences as explanations for implicit prejudice.