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The study analyzes publication data from 91 researchers at a Norwegian social science institute between 2010 and 2014 to demonstrate that the 'gender gap' in productivity is highly sensitive to the chosen metric. While men appear significantly more productive when only journal articles are counted, the gap narrows when books and book chapters are included, and it can even reverse when co-authorship is fractionalized for certain ranks. The authors argue that academic writing is a situated social practice, and that standard bibliometric indicators often fail to capture gendered differences in publication patterns, such as women's tendency toward more diverse output and different collaboration networks.