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Nä, så går det inte till i Sverige: Systembolagets opinionsbildning i relation till deras samhällsuppdrag
Södertörns högskola, Institutionen för kultur och lärande.
2015 (svensk)Independent thesis Basic level (university diploma), 10 poäng / 15 hpOppgave
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. 

sted, utgiver, år, opplag, sider
2015. , s. 39
Emneord [en]
formation of public opinion, alcohol monopoly, rhetorical agency, narrative analysis
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-29702OAI: oai:DiVA.org:sh-29702DiVA, id: diva2:910346
Fag / kurs
Rhetoric
Uppsök
Humanities, Theology
Veileder
Tilgjengelig fra: 2016-03-09 Laget: 2016-03-08 Sist oppdatert: 2016-03-09bibliografisk kontrollert

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