Spain is a popular residence for Swedish lifestyle migrants. One of the largest groups among these migrants consist of retirees, seeking sun, an improved lifestyle and lower cost of living. Costa del Sol, is among the most cherished places to move to, where swedes reside alongside Brits, Germans and other Scandinavians. Here you can find Swedish doctors, a Swedish school and several Swedish media outlets. Prior studies have found these migrants to maintain strong connections to their home countries, maintaining habits and way of life – with little or no integration to Spanish society. Where previous research has answered questions about integration and transnationalism, this study contributes to an understanding of the role of media. Using a qualitative interview-based methodology, it regards media use among Swedish retirees residing permanently on Costa del Sol – aiming to explain motivations and disclose reasons behind habits. Nine interviews were conducted through a lens of Uses & gratification theory. The interviews regarded their media consumption of various outlets, including news media and entertainment media in various languages, as well as local news media in Swedish found on Costa del Sol. Additional contextualization and compilation of previous research provided further comprehension of Swedish society in southern Spain. Results found that keeping up with daily events in Sweden is a core motivation for media consumption. Staying informed about your home country was found to be considerably more important than the new one, apart from local news consumption. Media consumption achieves multiple gratifications, motivating an overall high consumption of many different media outlets. Several sub-themes were discovered and categorized within McQuail:s Uses & gratification definitions of entertainment, social relation, identity and surveillance. These were interpreted, analyzed and compared to previous research.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-531450 |
| Date | January 2024 |
| Creators | Lundström, Axel |
| Publisher | Uppsala universitet, Institutionen för informatik och media |
| 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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