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Va’ glor ni på?: En analys kring mediebilden av intellektuell funktionsnedsättning
Halmstad University, School of Social and Health Sciences (HOS). Halmstad University.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
What are you starring at? : An analysis revolving around the media image of mental disability (English)
Abstract [sv]

Bakgrund                                                                                                                                               År 2009 producerade ICA ett flertal reklamfilmer i kampanjen ”Vi kan mer” som syftade till att utmana fördomar kring personer med intellektuell funktionsnedsättning. Reklamfilmerna startade en livlig debatt på Internet och väckte både frågor kring produktionernas syfte och etik.

Syfte                                                                                                                                    Studiens ambition har varit att undersöka hur bloggare och bloggkommentatorer uppfattat de tre första reklamfilmerna i kampanjen. Syftet var också att utröna huruvida filmerna har genererat några konsekvenser för bilden av personer med intellektuell funktionsnedsättning.

Metod                                                                                                     Studien har till största del baserats på en kvalitativ metod, då syftet har varit att nå förståelse snarare än att försöka nå statistiskt säkerställda resultat. Kritisk diskursanalys användes för att analysera studiens material som bestod av cirka 80 blogginlägg med tillhörande kommentarer.

Resultat                                                                                                                                  Studien konkluderar att reklamfilmerna har uppfattats på många olika sätt när det kommer till syfte och etik. Resultatet indikerar även att reklamfilmerna kan ses både reproducera och utmana fördomar gentemot funktionsnedsatta.Företagets initiativ har inte uppnått sitt fulla syfte, men filmerna har inneburit ett viktigt första steg mot normalisering för denna grupp i samhället.

Abstract [en]

Background                                                                                                                                     In 2009 ICA, one of Sweden’s largest food store chain, produced a series of commercials in a campaign which aimed to challenge prejudices about mental disability. The commercials started a lively online debate, and raised questions regarding both the purpose and ethics of these productions.

Purpose                                                                                                                                              The ambition of this study was to examine how the people that participated in the online debate perceived ICA’s three first commercials in the campaign. The aim was also to analyze whether they have generated any consequences for the perception of mental disability.

Method                                                                                                                                                   A largely qualitative approach have been used, since the aim has been to reach deeper understanding rather than statistically ensured results. Critical discourse analysis was used to analyze the study’s data which consisted of about 80 blog posts with related comments.

Results                                                                                                                                                The study concludes that the commercials have been perceived in many different ways when it comes to purpose and ethics. The results also indicate that ICA’s advertisement both reproduce and challenge existing prejudices towards people with mental disabilities. The company’s initiative has not fulfilled its full purpose, but it constitutes an important first step to reach normalization for this group of society.

Place, publisher, year, edition, pages
2011. , 47 p.
Keyword [sv]
ICA, Mats Melin, ICA-Jerry, intellektuell funktionsnedsättning, mental funktionsnedsättning, kritisk diskursanalys, CSR
Identifiers
URN: urn:nbn:se:hh:diva-14501OAI: oai:DiVA.org:hh-14501DiVA: diva2:399474
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-03-23 Created: 2011-02-22 Last updated: 2011-03-23Bibliographically approved

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