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"Köp inte! Det är inte öl, det är vatten": En multimodal kritisk diskursanalys av Systembolagets marknadskommunikation
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“Don’t buy it! It’s not beer, it’s water” : A multimodal critical discourse analysis of the marketing communication of Systembolaget (English)
Abstract [en]

This study analyses the marketing communication of Systembolaget. The material is the organization's last three tv-commercials. The aim of the study is to problematize the marketing communication of Systembolaget since it is a non-profit organization owned by the government. The organization exists to keep the alcohol consumption in control and to reduce the alcohol-related problems in society. The three latest tv-commercials of Systembolaget are analyzed through a multimodal critical discourse analysis as both theory and method. The language is critically reviewed through relevant tools. In MCDA the language includes both the expressions in writing and verbal, and also visual signs. The material is divided in three themes: alcohol as something exclusive, alcohol as something humorous and the contra wise language of Systembolaget. A study of this phenomenon helps to clarify how Systembolaget can be marketed even though the organization has no purpose to make financial profit. The study also describes how the two research fields marketing communication and strategic communication are connected. The results show how the social responsibility by the government does not show clearly at the same time as humor is used to catch the attention of the public.

Abstract [sv]

I den här studien analyseras Systembolagets marknadskommunikation. Materialet är organisationens tre senaste reklamfilmer. Studien syftar till att problematisera Systembolagets marknadskommunikation då de är en icke vinstdrivande organisation och ägs av staten. Organisationen finns till för att hålla alkoholkonsumtionen under kontroll och därmed minska de alkoholrelaterade problemen i samhället. Systembolagets tre senaste reklamfilmer analyseras. Detta sker med hjälp av multimodal kritisk diskursanalys (MCDA) som både teori och metod. Språket granskas kritisk med hjälp av relevanta analysverktyg. I MCDA innefattar språk både det som uttrycks skriftligt och verbalt samt visuella tecken. Materialet delas in i tre teman: alkohol som något exklusivt, alkohol som något humoristiskt och Systembolagets tvärtomspråk. En studie av Systembolagets marknadskommunikation bringar klarhet i hur Systembolaget kan marknadsföras trots att organisationen inte har till syfte att gå med ekonomisk vinst. Vidare i studien beskrivs det hur de två forskningsfälten marknadskommunikation och strategisk kommunikation hör samman. Resultatet av studien visar hur Systembolagets samhällsansvar av staten inte framgår på ett tydligt sätt samtidigt som humor används för att fånga publikens uppmärksamhet.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [en]
MCDA, alcohol, Systembolaget, monopoly, strategic communication, marketing communication, social responsibility
Keywords [sv]
MCDA, alkohol, Systembolaget, monopol, strategisk kommunikation, marknadskommunikation, samhällsansvar
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-42982ISRN: JU-HLK-MKA-1-20190225OAI: oai:DiVA.org:hj-42982DiVA, id: diva2:1288835
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-19 Created: 2019-02-14 Last updated: 2019-02-19Bibliographically approved

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Citation style
  • apa
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