Change search
ReferencesLink to record
Permanent link

Direct link
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
URN: urn:nbn:se:sh:diva-29702OAI: diva2:910346
Subject / course
Humanities, Theology
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)46 downloads
File information
File name FULLTEXT01.pdfFile size 1186 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Culture and Education

Search outside of DiVA

GoogleGoogle Scholar
Total: 46 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 329 hits
ReferencesLink to record
Permanent link

Direct link