Short-term loan lenders have been criticized for their fees and aggressive marketing but in spite ofnegative attention in media we have a significant number of short-term loan lenders in Sweden. This study examines communicative strategies of short-term lenders online, focusing on verbal languageand pictures. The method is a combination of discoursetheory and semiotic theory. The empiricalmaterial consists of selected parts from five corporate websites. Words as “quickly and simple”permeates the entire material. It can almost be regarded as a corporate trademark and business concept.The concept of "quick and simple" includes a radical approach to credit assessment and credit historywhich is also used to position themselves against traditional banks. Customers are portrayed asunlucky figures with urgent bills and a salary that is not enough. It is emphasized that the loan is smalland therefore should not be linked with security, credit review by the UC or non-payment records.Loan application is a rapid process in three steps which are completed within minutes. The customer isoffered to assume certain identities which includes positions of disadvantage and innocence.A common denominator is responsibility, which the customer is disclaimed from. Possible conflictsoccurs when identities collide with each other, such as when the customer is encouraged to think twicebut as soon as possible hit the button of the colorful loan offer on the website's front page. Companiesstrives to maintain a certain "story" about themselves, the customers and the loans. Some signs areconnected and some excluded to create clarity in the discourse.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-115230 |
| Date | January 2015 |
| Creators | Skogebrandt, Anders |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| 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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