I september 2019 valde Arbetsförmedlingen att samarbeta med framgångsrika personer i reklamkampanjen Gör plats. Kampanjen bestod av fem bilder där frågan ställdes om de framgångsrika personerna hade nått lika stor framgång om de haft en funktionsnedsättning. En av bilderna föreställde Therese Lindgren och Natalie Eriksson vilken var en bild som fick stor kritik. Studien syftar till att göra en medieanalys av kampanjen för att undersöka hur kritiken kring kampanjen såg ut samt hanterades av Arbetsförmedlingen. Därtill undersöker även studien hur de båda medverkande beskrev sin uppfattning av kampanjen i sociala medier. Studien visar att de teman som kritiken främst handlar om kan delas in i fyra kategorier: att tillräcklig information inte getts, fotograferingen, modellerna på bilderna samt kampanjbildens text. Arbetsförmedlingen hanterade kritiken på flera sätt däribland genom att svara på frågor som ställdes. Det värsta med bilden är enligt Natalie Eriksson texten som hon inte var medveten om skulle vara med. Therese Lindgren ansåg till en början att kampanjen lyfte en viktig fråga och försvarar den men väljer efter ytterligare kritik att be om ursäkt. / In September 2019, the Swedish Public Employment Service chose to cooperate with successful people in the advertising campaign Gör plats (eng. Make room). The campaign consisted of five pictures questioning if these successful people would have become equally successful if they had had a disability. One of the pictures presented Therese Lindgren and Natalie Eriksson, which was a picture that received the largest criticism. The study aims to conduct a media analysis of the campaign to examine what the criticism of the campaign looked like and how the Swedish Public Employment Service handled the criticism. In addition to this, the study also examines how the participants described their perception of the campaign in social media. Case study is used as a method in the study where material has been collected via triangulation and has been analyzed through a qualitative content analysis. The collected material has been analyzed in relation to the theories: media and convergence, influencer, influencer marketing, social responsibility, and context. The study shows that the themes which the criticism is mainly about can be divided into four categories: that sufficient information has not been given, the photography session, the models of the pictures, and the text of the campaign picture. The Swedish Public Employment Service handled the criticism in several ways, amongst this by answering the questions that were asked. Another way in which the criticism was handled was by apologizing to the participants. Natalie Eriksson’s perception of the campaign describes that models with CP are vulnerable, and she felt that the photographer did everything to aggravate her CP during the photography session. According to Natalie Eriksson, the worst part of the picture is the text, which she was not aware would be included. At first, Therese Lindgren thought that the campaign raised an important issue, and she defended the campaign. After further criticism, she chose to educate herself in multiple questions and she is sorry that the pictures have caused harm. The intentions where good but the result was the opposite and according to Therese Lindgren, the campaign should never have been made.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-167160 |
| Date | January 2020 |
| Creators | Sjöstedt, Linnea |
| Publisher | Linköpings universitet, Medie- och Informationsteknik, Linköpings universitet, Tekniska högskolan |
| 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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