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Flera bottnar men ett ansikte?: Den svenska mediebilden av lobbying och tänkbara förklaringar till denna
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Government.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The medial image of lobbying in Sweden and possible explanations (English)
Abstract [en]

Purpose: The purpose of this thesis is to study the medial portrayalof lobbying. Myaimis to study the medial image of lobbying visualized in Swedish daily and evening press and investigate possible explanations. Following key questions will be answered: 1) How is the medial image of lobbying visualized inSwedish daily and evening press? 2) What explanationscan this have?

Method/Material: The material used in this study consists of a content analysis of articles from Aftonbladet and Dagens Nyheter,together with interviews with five journalists and five PR consultants. The questions for the interviews were based on a theoretical framework made into four hypotheses: 1) the media image of lobbying is negative, 2a) the reason to this portrayal is media logic, 2b) the reason is the ideological preferences of the journalist community, 2c) the reason is a divergence between the PR community and the journalist community.

Main results: The main results demonstrate that the medial portrayal of lobbying is in a negative tone, why hypothesis 1 could be verified. The results further show that the reason for the portrayal may be media logic, as in hypothesis 2a, and a divergence between the PR and journalist communities, as in hypothesis 2c. Those two hypotheses could therefore partly be verified. I did not find as much evidence for hypothesis 2b, why it could not be verified. The reason to this may be that is was harder to study with the chosenmethod.

Abstract [sv]

Syftet med denna studie är att undersöka hur mediebilden ser ut av fenomenet lobbying och vilka förklaringar som skulle kunna finnas till denna porträttering. Uppsatsen bygger på två frågeställningar: 1) Hur ser mediebilden av lobbying ut i svensk dags-och kvällspress? 2)Vilka förklaringar kan finnas till denna porträttering? För att besvara dessa frågor utförs en kvantitativ innehållsanalys av artiklar samt intervjuer med PR-konsulter och journalister. Intervjuernas tematisering baseras på ett teoretiskt ramverk sammanfattat i fyra hypoteser: 1) mediebilden är negativ, 2a) porträtteringen beror på ”medielogik”, 2b) porträtteringen beror på journalistkårens ideologiska preferenser, 2c)porträtteringen beror på en motsättning mellan PR-branschen och journalistkåren. Båda undersökningarnas resultat pekar på att mediebilden av lobbying är negativ, och hypotes1 kan därför verifieras. En stor del av artiklarna beskriver lobbying indirekt och i synnerhet Aftonbladets artiklar är negativa. Artiklarna i Dagens Nyheter är mer neutrala i sin ton. Att bilden är negativ bero renligt min empiri på medielogik (h2a) samt en motsättning mellan PR-branschen och journalistkåren(h2c), i högre grad än journalistkårens ideologiska preferenser (h2b). Hypoteserna smälter dock delvis samman och metodologiska aspekter bör vägas in i resultatet.

Place, publisher, year, edition, pages
2014. , 50 p.
National Category
Political Science
Identifiers
URN: urn:nbn:se:uu:diva-267725OAI: oai:DiVA.org:uu-267725DiVA: diva2:874111
Subject / course
Political Science
Available from: 2015-11-25 Created: 2015-11-25 Last updated: 2015-12-01Bibliographically approved

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