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Nä, så går det inte till i Sverige: Systembolagets opinionsbildning i relation till deras samhällsuppdrag
Södertörn University, School of Culture and Education.
2015 (Swedish)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The relevance of the Swedish alcohol monopoly has been widely debated for years in Sweden. In 2015 Systembolaget celebrates 60 years as the only actor on the alcohol market. To celebrate this, Systembolaget launched a campaign where the commercial The Expert is included, in which contrasts between the Swedish and the American ways to sell alcohol is addressed. In my essay I’m examining the commercial through a narrative analysis to find out how Systembolagets self image is created. In particular, how the narrative works in order to create this self image. Rhetorical agency is a way for me to reach my conclusion. Through my narrative analysis and the use of the rhetorical situation as well as rhetorical agency, I reach the conclusion that Systembolagets (self constructed) self image is a positive one where Systembolaget is to be viewed as experts in their area, in contrast to the American “expert” who is ridiculed. Systembolaget is portrayed as a responsible actor with sole rights and the implicit argumentation suggests they wish to maintain that position in Sweden. 

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
formation of public opinion, alcohol monopoly, rhetorical agency, narrative analysis
National Category
Humanities
Identifiers
URN: urn:nbn:se:sh:diva-29702OAI: oai:DiVA.org:sh-29702DiVA: diva2:910346
Subject / course
Rhetoric
Uppsok
Humanities, Theology
Supervisors
Available from: 2016-03-09 Created: 2016-03-08 Last updated: 2016-03-09Bibliographically approved

Open Access in DiVA

Nä, så går det inte till i Sverige(1186 kB)157 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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