This case study examines a widely criticized part of an advertising campaign published by the Swedish Public Employment Service. The criticized picture is a montage that features one of Sweden’s largest influencers, Therese Lindgren’s, head edited onto the body of the disabled influencer Natalie Eriksson. The study also examines a reaction to the campaign in the form of a Youtube video made by activist Lovette Jallow. The purpose of this study is to create a deeper understanding of on what grounds the campaign could be seen as problematic. The purpose is also to contribute to the development of the idea about call-out culture. The study is based on the two following questions: “On what grounds can the Swedish Public Employment Service's campaign image with Therese Lindgren and Natalie Eriksson be considered problematic?” and “What arguments are made in Lovette Jallow's Youtube video Therese Lindgren II Ableism and Whitewashing and how can those be linked to call-out culture?”. The methods used are a semiotic analysis of the campaign image and a rhetorical analysis of the video. The study is based on theories concerning representation, intersectionality, call-out culture and crip theory. The study shows that the campaign image could be seen as problematic because normality is used to construct abnormality, the image helps maintain false beliefs about people with disabilities, it hides Eriksson’s ethnicity and also makes her invisible in her own battle. The study also shows that Jallow’s video could qualify as an example of call-out culture because it contains segments that are typical for a call-out. The video is further problematized and discussed based on ideas about call-out culture.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-413977 |
| Date | January 2020 |
| Creators | Eriksson, Frida |
| Publisher | Uppsala universitet, Medier och kommunikation |
| 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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