Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
"Vi är så glada och tacksamma att Fredagspodden sponsras av...": En analys av dold marknadskommunikation i Fredagspodden
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"We are so glad and thankful that this podcast is sponsored by..." : An analysis of stealth marketing in Fredagspodden (English)
Abstract [sv]

Denna uppsats studerar podden Fredagspodden och dess sponsorer genom att göra en kvalitativ textanalys utifrån ett hermeneutiskt perspektiv. I uppsatsen undersöks huruvida det går att utläsa vilket innehåll som är sponsrat i podden. Hur diskuteras andra produkter och följer podden de lagar, regler och etiska riktlinjer som finns? Den kvalitativa textanalysen genomförs utifrån teoretiska perspektiv som dold marknadsföring, misstankens hermeneutik, parasocial interaktion och native advertising. Studiens resultat visar att det går att utläsa vilket innehåll som är sponsrat. Däremot kan detta variera i tydlighet mellan avsnitten och beroende på lyssnarens uppmärksamhet på innehållet. Vidare visar resultatet att programledarna pratar mycket om andra produkter de producerat och även produkter som deras eget produktionsbolag står bakom. I båda dessa fall visar studien att podden följer alla lagar och regler som finns men om detta överensstämmer med de etiska riktlinjerna kan diskuteras. I analysen förs en etisk diskussion som mynnar ut i en rekommendation om att lagstiftningen bör ändras och att det bör tillsättas en myndighet som granskar etiska övertramp i poddar.

Abstract [en]

This essay studies the podcast Fredagspodden and their sponsors by doing a qualitative text analysis with a hermeneutic perspective. The essay studies if it is possible to distinguish the sponsored content of the podcast, how the hosts discuss other products and if the podcast follow the laws, rules and ethical guidelines that exist. The qualitative text analysis is implemented with the theories stealth marketing, hermeneutic suspicion, parasocial interaction and native advertising. The result of the study shows that it is possible to distinguish the sponsored content of the podcast. However, the clarity varies depending on the episode and the amount of attention of the listener. The result also shows that the hosts often mention other products they have produced and also products that their own production has produced. I both if these cases the podcast follows all laws and rules but concerning whether this is ethically correct could be discussed. In the analysis an ethical discussion will be held which ends with the authors suggesting a change in the laws as well as the implementation of an authority with the mission to control ethical violations in podcasts.

Place, publisher, year, edition, pages
2016. , 36 p.
Keyword [en]
podcast, sponsor, Fredagspodden, stealth marketing, media ethics, native advertising
Keyword [sv]
podd, sponsor, Fredagspodden, dold marknadsföring, medieetik, native advertising
National Category
Humanities Social Sciences Media and Communications Media Studies
Identifiers
URN: urn:nbn:se:hj:diva-29363ISRN: JU-HLK-MKA-1-20160034OAI: oai:DiVA.org:hj-29363DiVA: diva2:903793
Subject / course
HLK, Media and Communication Studies
Presentation
(Swedish)
Supervisors
Examiners
Available from: 2016-02-18 Created: 2016-02-11 Last updated: 2016-02-18Bibliographically approved

Open Access in DiVA

fulltext(465 kB)614 downloads
File information
File name FULLTEXT01.pdfFile size 465 kBChecksum SHA-512
19524d8812835e03f98b3ba552bf79a8b05d5c51054c5ae017ba1620a159227e67617178a9fd9c2c3edb432f6ef42997595fb3056c744232958c534274e44941
Type fulltextMimetype application/pdf

By organisation
HLK, Media and Communication Studies
HumanitiesSocial SciencesMedia and CommunicationsMedia Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 614 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 749 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf