This study has been about the representation of the Swedish tourism company Swanson’s. They do trips in US and every year they do a brochure with many pictures. The objective of my study is to look how pictures help to constructs places. Its often problem with pictures because sometimes they are constructs. In this way when people look at pictures they think the destination looks like the pictures. In the brochures I want to see what it is for pictures and through that see what kind of representation Swanson’s give of US. I have done both a quantitative and a qualitative research. For do a quantitative research I count all pictures in the both brochures and place them in 25 categories. To get a comprehensive picture of the result I interview a representing from Swanson’s. I analyzed some pictures too in the both brochures, together with the academic benchmarks. The conclusion of the study is that Swanson’s gives an American feeling from the pictures and a spirit from the Wild West. Many of the pictures are pictures of cowboys, native Indians and big, magnificent nature pictures. Other pictures are things that represent US, for example the Statue of Liberty. The tourist can be fooled, because they maybe think that US are like all the pictures in Swanson’s brochures. The authenticity is important for the representation in this way. The authenticity disappears sometimes, because we all know that Indians and cowboy don’t walk on the street today in US. Today we know through TV and internet that native Indians doesn’t exist in theirs genuine clothes and in this way we can accept Swanson’s pictures and dream away.

<p>This study has been about the representation of the Swedish tourism company Swanson’s. They do trips in US and every year they do a brochure with many pictures. The objective of my study is to look how pictures help to constructs places. Its often problem with pictures because sometimes they are constructs. In this way when people look at pictures they think the destination looks like the pictures. In the brochures I want to see what it is for pictures and through that see what kind of representation Swanson’s give of US. I have done both a quantitative and a qualitative research. For do a quantitative research I count all pictures in the both brochures and place them in 25 categories. To get a comprehensive picture of the result I interview a representing from Swanson’s. I analyzed some pictures too in the both brochures, together with the academic benchmarks. The conclusion of the study is that Swanson’s gives an American feeling from the pictures and a spirit from the Wild West. Many of the pictures are pictures of cowboys, native Indians and big, magnificent nature pictures. Other pictures are things that represent US, for example the Statue of Liberty. The tourist can be fooled, because they maybe think that US are like all the pictures in Swanson’s brochures. The authenticity is important for the representation in this way. The authenticity disappears sometimes, because we all know that Indians and cowboy don’t walk on the street today in US. Today we know through TV and internet that native Indians doesn’t exist in theirs genuine clothes and in this way we can accept Swanson’s pictures and dream away.</p>

The purpose of this study is to conduct a historical survey of two swedish tour operators and how they arrange a charter destination for different target groups. The purpose is also to review the material from a gender perspective, starting in the 1950s up until today. The study has been based on a qualitative research approach where text and image analysis was applied as the primary method, which was also supplemented by two interviews. The empirical material has mainly been taken from archives and consisted of travel catalogs issued by swedish tour operators Ving and Fritidsresor. Previous research related to the research field as well as theoretical references on visual communication, gender studies, target groups and semiotics have been used as aid to review and analyze the empirical material. The results show that there were different gestures of men and women and what has historically been considered masculine and feminine. The target groups were initially couples but eventually extended to young people and families with children. / Denna studie har som syfte att göra en historisk undersökning om två svenska researrangörer och hur de framställt en charterdestination gentemot olika målgrupper samt granska materialet ur ett genusperspektiv från 1950-talet och fram till nu. Undersökningen har utgått ifrån en kvalitativ ansats där text- och bildanalys tillämpats som den primära metoden vilket även kompletterats med två intervjuer. Det empiriska materialet har framförallt hämtats från arkiv och bestått av resekataloger. Tidigare forskning relaterat till ämnet samt teoretiska utgångspunkter om visuell kommunikation, genus, målgrupper och semiotik har använts som hjälpmedel för att granska och analysera det empiriska materialet. Resultatet visar på att det funnits olika gestaltningar av män och kvinnor och vad som anses som manligt och kvinnligt historiskt sett. Målgruppen var till en början framförallt par men utökades så småningom även till ungdomar och barnfamiljer.