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Nä, så går det inte till i Sverige : Systembolagets opinionsbildning i relation till deras samhällsuppdrag

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-29702
Date January 2015
CreatorsJohansson Öhman, Steffi
PublisherSödertörns högskola, Institutionen för kultur och lärande
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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