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Duktig, glad och diskriminerad: En kvalitativ studie av Arbetsförmedlingens informationskampanj Se kraften
Södertörn University, School of Culture and Education, Swedish Language.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Prejudices are a big problem in our society and something that some underprivileged groups suffer from more than others. One of the many negative effects of prejudices is that some groups are finding it more difficult than others to get a job. One of these groups are people with a disability. Would it be possible to reduce prejudices and change negative attitudes by using commercials? If so, how could it be accomplished?The purpose of this study is to investigate how the prominent participants of Arbetsförmedlingen’s campaign Se Kraften are depicted in the campaign. I have analysed two texts, two film clips and one image from the campaign by using qualitative text analysis and multimodal analysis. I have also used a comparative analysis between the results of the accomplished analysis and the expressed strategies of the campaign.The results show that people with a disability are depicted as active and just as good co-workers as people without a disability. The employers in the campaign are depicted as people who employ people with a disability and who encourage other employers to do the same thing. Arbetsförmedlingen are depicted as an administrative authority which can help employers with the employment of people with a disability and the target audience “employers” are depicted as people who obviously want to employ people with a disability.

Place, publisher, year, edition, pages
2016. , p. 77
Keyword [en]
social marketing, change attitudes, change behaviour, disability, campaign, communication strategies
Keyword [sv]
social marketing, förändra attityder, förändra beteenden, funktionsnedsättning, kampanj, kommunikationsstrategier
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Identifiers
URN: urn:nbn:se:sh:diva-32031OAI: oai:DiVA.org:sh-32031DiVA, id: diva2:1073601
Subject / course
Swedish
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2017-02-13 Created: 2017-02-12 Last updated: 2018-01-13Bibliographically approved

Open Access in DiVA

Duktig, glad och diskriminerad - En kvalitativ studie av Arbetsförmedlingens informationskampanj Se kraften(645 kB)81 downloads
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File name FULLTEXT01.pdfFile size 645 kBChecksum SHA-512
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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