This study has examined how young people who are in their final year of upper secondary school experience and perceive the Swedish Armed Force's advertisements by finding what the Swedish Armed Forces has chosen to represent in the two selected commercials that the study examines. Using the theory of representation along with denotation and connotation in a detailed image analysis of images taken from the respective commercials, representations have been extracted. These representations that have been found from the image analysis includes; tradition, defense, “action and the soldier” as well as “camaraderie and fellowship”. In order to get answers on how the high school students experience and perceive the representations, a focusgroup has been carried out where the students have been given different basic questions according to each theme to discuss afterwards. The theory of encoding and decoding has been used to analyze the results that have occurred based on what the high school students have answered to the various questions. The theory has been used to understand how the Armed Forces has encoded their representations and how high school students decode them if they assume a negotiating position, an opposition or if they agree with the various representations that the Armed Forces may have represented in the commercials. The results have shown that high school students mostly have a negotiating position. They can understand what is represented, however, it is mixed in what position they take. The theme of tradition, however, they could only see in relation to the graduation. Opinions and how they perceive the representation are different depending on the person, but in general it has been similar to each other. What happened and was mentioned relatively often was a form of fear for life. That is, they can risk their lives in the Armed Forces, which led to an oppositional position in certain representations. In general, high school students appreciated the Armed Forces more after seeing the commercials. High school students take a some what advantageous position around the community and educational opportunities.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:ltu-86087 |
| Date | January 2021 |
| Creators | Nilsson, Maximiliam |
| Publisher | Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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