Den här studien har studerat hur kändisar använder native advertising i podcast. Det gjordes genom att studera hur podcastprofilerna Alex Schulman och Sigge Eklund i sin podcast “Alex och Sigges podcast” framför sin reklam för nätkasinoföretaget Maria Casino. Vi ville skapa ny teoretisk kunskap kring området då native advertising är ett nytt fenomen, framför allt i podcast. På det teoretiska planet har vi använt oss av de teoretiska begreppen legitimering, kongruens och autenticitet. Som metod användes kvalitativ innehållsanalys. Vi såg att Schulman och Eklund legitimerar spel om pengar för sina lyssnare. Dessutom skapar de kongruens till Maria Casino och försöker verka autentiska kring spel om pengar. Vi diskuterar i slutet av uppsatsen vad för konsekvenser deras marknadsföring, i slutändan, kan få för lyssnarna. / This research has studied how celebrities use native advertising in podcasts. This was achieved by studying how the podcasters Alex Schulman and Sigge Eklund in there podcast “Alex och Sigges podcast” construct their advertisement for the online casino company Maria Casino. We wanted to create new theoretical knowledge about native advertising as it is a new phenomenon, specially in podcasts. In the theoretical field we use the theoretical terms legitimation, congruence and authenticity. As method qualitative content analysis, was used. We saw that Schulman and Eklund legitimize gambling to their listeners. In addition they create congruence to Maria Casino and try to act authentic about gambling. In the end of the paper, we discuss what consequences their advertising can get for the listeners.

Syftet med denna studie är att studera vilken syn unga människor har på spelreklam och hur de anser att spelreklamen framställs, samt hur spelbolagen går tillväga för att marknadsföra sig. Begreppet spelreklam åsyftar i studien marknadsföring för alla typer av penningspel. Vi har genomgående under studiens gång haft de tre frågeställningarna nedan som grund för vårt forskningsarbete: -  Hur uppfattar unga personer spelreklam?-  Hur upplever dessa unga personer att spelbolagen ändrat tillvägagångsätt i sin marknadsföring och är det i en högre omfattning än tidigare?-  Vilka skillnader går att påvisa mellan aktiva spelare och icke-spelare i synen på spelreklam? Genom semistrukturerade kvalitativa intervjuer, har åtta personer mellan 18–25 år intervjuats för att ta reda deras attityder och uppfattning kring ämnet. Studiens teoretiska ramverk grundar sig på enstegshypotesen, tvåstegshypotesen, encoding/decoding, framing, push- och pullmarknadsföring samt teorin om räckvidd och selektivitet. Resultatet visar att unga personer uppfattar spelreklam olika beroende på egen erfarenhet av penningspel eller spelande i deras omgivning men att helhetssynen är kritisk. Beroende på hur insatta intervjupersonerna var i spelande hade de även olika syn på spelbolagens olika tillvägagångssätt i marknadsföringen. Vilka medier de kommer i kontakt med spelreklam varierar även det. Gemensamt för samtliga var dock att de ansåg att spelbolagen inte påvisade tillräckligt i sin marknadsföring alla de hälsorisker penningspel innebär. / The aim of this study is to examine how young people perceive gambling advertising and how they consider that the gambling companies markets themselves. The study includes all types of gambling as sports betting, trotting, casinos and so on. Throughout during the study, we have had these three issues as a basis for our research work: -  How do young people perceive gambling advertising?-  How do these young people experience that the gambling companies have changed their marketing approach and is it to a greater extent than before?-  What differences are there between active gamblers and non-active persons in the view of gambling advertising? Through semi-structured qualitative interviews, eight different persons between the ages of 18 and 25 have been interviewed in order to find out their attitudes and perceptions about the subject. The study’s theoretical framework is based on one step flow theory, the two-step flow-theory, encoding/decoding, push and pull marketing and the theory of reach and selectivity. The result show that young people perceive gambling advertising differently depending on their own experience of gambling but that the holistic view is critical. Depending on how experienced the interview persons were in gambling they also had different opinions about how the gambling companies approaches their marketing. They also get in reach with this advertising in different media. What they all had in common was that they considered that the gambling companies do not enlighten enough about all the health risks of gambling.

Online sports betting is an industry that has seen a huge surge in popularity in the US since 2018, and the companies behind this surge have enjoyed exponential increases in profits. Accompanying the increased interest in and profits of online sports gambling is a large spike in advertisements created by companies that offer online sports betting services. Although gambling is an activity that is recognized as highly addictive and potentially destructive for certain individuals, the companies that offer sports gambling services in the US face little to no government regulation in how they advertise their services. This study aimed to investigate the advertising narratives deployed by the four most popular online sports betting companies in the US (FanDuel, DraftKings, Caesars Sportsbook, and BetMGM) in terms of their frequency, using the precision afforded by the method of qualitative content analysis. Additionally, this study deployed semiotic analysis with the constructionist approach to representation and the concept of myth to examine how the most frequently used narratives in online sports betting advertisements draw on broader systems of meaning in order to persuade audiences. This study found that FanDuel, DraftKings, Caesars Sportsbook, and BetMGM most frequently used narratives of online betting and celebrity feature in their advertisements. Using semiotic analysis, this study found that the narratives of online betting and celebrity feature often translated to mythologized and often unrealistic depictions of sports betting which represented it as an activity that allowed sports bettors to align themselves on the same hierarchical level as professional athletes and Hollywood celebrities, while largely ignoring the risks that are inherently attached to gambling. The findings of this study stand as an exploratory accounting and examination of the currently unregulated advertising practices of the largest sports gambling companies in the US.