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Är SJ på rätt spår?: En kvalitativ studie om SJs normkritiska reklamkampanj och hur den tas emot av två generationer
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Is SJ on the right track? : A qualitative study about SJs normbreaking advertising campaign and how it is being received among two generations (English)
Abstract [en]

For companies and organizations there's an ongoing battle to maintain reputation, by actively

taking a stance in the public debate companies and organizations maintain their position on

the market. SJ, Statens Järnvägar, is a Swedish train operating company owned by the

Swedish state. In 2017 SJ released the first commercial from their advertising campaign

‘Vem du än är, vart du än ska’ that portray norm-breaking people on their rail travel. The

purpose of this essay is to analyze, on the basis of three commercials that are part of SJ's

advertising campaign ‘Vem du än är, vart du än ska’ how norms are maintained and

challenged through the campaign. The study also aims to investigate how the commercials

are being received among younger (22-25 years) and older (58-72 years) age groups, with

particular focus on the group's perception of the campaign in relation to norms and corporate

responsibility in society.

Using tools based in the multimodal analysis we analyzed the commercials and through focus

group interviews we gathered thoughts about the commercials from the older and the younger

age groups. The theoretical framework based on representation, stereotypes, myths, norms

and Corporate Social Responsibility has helped us analyze the commercials and distinguish

the respondents thoughts about norms and corporate responsibility.

The analysis showed that the respondents understood the message that everyone is welcome

to travel with SJ, but they thought the shape of the commercials were weak. Although SJ

wants to break norms and stereotypes, we could see that they consolidate certain stereotypes.

The respondents stated that they saw a ‘designation’ and meant that by allowing a person to

represent a whole group, others within the group may feel designated. The two age groups

had similar opinions and we could not determine any major difference based on age. The two

age groups did however differ in which subject they discussed most. All respondents

expressed how important it was that everyone got a place in the media and that companies

have a great responsibility over our social development.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [en]
SJ, campaign, norm breaking, stereotype, interview
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-158179OAI: oai:DiVA.org:umu-158179DiVA, id: diva2:1305168
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2019-04-24 Created: 2019-04-15 Last updated: 2019-04-24Bibliographically approved

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CiteExportLink to record
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Citation style
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