The aim of this master’s thesis is to investigate and analyze how the profession of librarians is presented in Scandinavian job advertisements. In recent studies the library profession has been found loaded with uncertainty due to large and radical changes in the Scandinavian societies during the last decades. 120 advertisement texts were collected online from the official national agencies of employment in Denmark, Norway and Sweden. The texts were analyzed using a reflexive thematic method to locate a number of central themes in the complete body of text. The theoretical tools consisted of both performativity theory as formulated primarily by Judith Butler (1992) as well as the three levels of context that influence professions and their striving for jurisdiction, as formulated by Andrew Abbott (1988). Looking at an object or phenomenon through the lens of performativity makes one able to recognize the active and performing aspects of the object, phenomenon or text. The study found that this lens was fruitful when tracking the significant parts of the advertisement texts. The texts appeared sprawling, pointing the profession in very different directions. Signs of traditional values of the profession was found as well as signs of the profession adapting to recent changes in the surrounding social world. Most outcome in some way involved effects of the digital revolution. The study also found that the advertisement texts to a high degree related to the three levels of contexts (Abbott 1988) in ways that affected the status and stability of the profession.