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"I slutändan så kommer sannolikhetsläran att jämna ut saker och ting.": En kvalitativ studie om kändisars framförande av native advertising i podcast
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“In the end, probability theory will even things out.” : A qualitative study about celebrities delivery of native advertising in podcast (English)
Abstract [sv]

Den här studien har studerat hur kändisar använder native advertising i podcast. Det gjordes genom att studera hur podcastprofilerna Alex Schulman och Sigge Eklund i sin podcast “Alex och Sigges podcast” framför sin reklam för nätkasinoföretaget Maria Casino. Vi ville skapa ny teoretisk kunskap kring området då native advertising är ett nytt fenomen, framför allt i podcast. På det teoretiska planet har vi använt oss av de teoretiska begreppen legitimering, kongruens och autenticitet. Som metod användes kvalitativ innehållsanalys. Vi såg att Schulman och Eklund legitimerar spel om pengar för sina lyssnare. Dessutom skapar de kongruens till Maria Casino och försöker verka autentiska kring spel om pengar. Vi diskuterar i slutet av uppsatsen vad för konsekvenser deras marknadsföring, i slutändan, kan få för lyssnarna.

Abstract [en]

This research has studied how celebrities use native advertising in podcasts. This was achieved by studying how the podcasters Alex Schulman and Sigge Eklund in there podcast “Alex och Sigges podcast” construct their advertisement for the online casino company Maria Casino. We wanted to create new theoretical knowledge about native advertising as it is a new phenomenon, specially in podcasts. In the theoretical field we use the theoretical terms legitimation, congruence and authenticity. As method qualitative content analysis, was used. We saw that Schulman and Eklund legitimize gambling to their listeners. In addition they create congruence to Maria Casino and try to act authentic about gambling. In the end of the paper, we discuss what consequences their advertising can get for the listeners.

Place, publisher, year, edition, pages
2017. , 51 p.
Keyword [en]
Native advertising, celebrities, podcast, online casino, gambling advertising, legitimation
Keyword [sv]
native advertising, kändisar, podcast, nätkasino, spelreklam, legitimisering
National Category
Media Studies
Identifiers
URN: urn:nbn:se:hj:diva-35054ISRN: JU-HLK-MKA-1-20170072OAI: oai:DiVA.org:hj-35054DiVA: diva2:1073422
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2017-02-20 Created: 2017-02-10 Last updated: 2017-02-20Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
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  • en-GB
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  • Other locale
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Output format
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