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Välkommen till Dumburken: Politiska reklamfilmer i den svenska televisionen
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Welcome to the telly : Political commercials in the Swedish television (Swedish)
Abstract [sv]

Syftet med studien var att undersöka hur innehållet i den politiska tv-reklamen ser ut i Sverige eftersom politikerna själva då har kontroll över hur de vill framställas i mediet. Utgångspunkterna var den svenska politikens medialisering och teorin om priming. Forskningsintresset låg i att tv-reklam var en ny arena för politisk kommunikation inför riksdagsvalet 2010 och inga studier hade gjorts på innehållet i de politiska reklamfilmerna.

En kvalitativ textanalys gjordes genom att systematisera innehållet i reklamfilmerna utifrån AIDA-modellen och en retorisk analys. Resultatet jämfördes sedan med respektive partiprogram och tolkades utifrån teorin om priming samt teorin om medialisering.

Resultatet visade att de politiska reklamfilmerna har anpassat sitt budskap för att väcka intresse och för att hålla kvar tittaren. I filmerna används retoriska medel för att skapa igenkänning och väcka sympati för partierna. Reklamfilmerna är uppbyggda på liknande sätt oavsett vilket parti som är avsändaren. Samtliga partier väljer att lyfta fram samtida problem men som ändå grundar sig på ett eller annat sätt i partiernas ideologier.

Abstract [en]

The purpose of this study was to investigate what the content of political TV ads look like in Sweden when the politicians themselves have control over how they want to be portrayed in the medium. The point of origin for this study was the policy of Swedish mediatization and the theory of priming. The research value was that TV advertising was a new arena for political communication for the parliamentary elections in 2010, and no studies had been done on the content of political TV-commercials.

A qualitative analysis was done by examining the content of the commercials from the AIDA model and with a rhetorical analysis. The results were then compared to the respective party programs and deduced by the theory of priming and the theory of mediatization.

The results showed that the political commercials have adapted their message to awaken interest and to retain the viewer. The films used rhetorical means to create recognition and arouse sympathy for the parties. Commercials are structured in a similar way regardless of which party is the sender. All parties choose to highlight contemporary issues but they were still based one way or another on the parties' ideologies.

Place, publisher, year, edition, pages
2013. , 40 p.
National Category
Media Studies
Identifiers
URN: urn:nbn:se:hj:diva-20671OAI: oai:DiVA.org:hj-20671DiVA: diva2:607101
Subject / course
HLK, Media and Communication Studies
Uppsok
Social and Behavioural Science, Law
Available from: 2013-03-12 Created: 2013-02-21 Last updated: 2013-03-12Bibliographically approved

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Välkommen till Dumburken(484 kB)336 downloads
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CiteExportLink to record
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