ABSTRACT Title: The defend of the picture – a comparison of recruitment advertisements from the Swedish Armed Forces / Bilden av försvaret– en jämförande studie av Försvarsmaktens rekryteringsannonser Number of pages: 35 Author: Greta Simonsson Tutor: Mats Lind Course: Media and Communication Studies C Period: Autumn Semester 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Aim: Do the messages in the recruitment advertisements from the Swedish Armed Forces differ between such advertisements produced in the “defense against invasion” era and those produced in the present, more internationally oriented era, when analyzed using semiotics? And, how are these advertisements understood by their receivers? Material and method: Interviews, a focus group and semiotic analysis. Main results: The messages in the recruitment advertisements have changed. In line with the changed focus of the Swedish Armed Forces to more international cooperation and missions, the present day advertisements do indeed have a more international and aggressive focus. Keywords: Swedish Armed Forces, information, recruitment, advertisements, semeiotics.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-9169 |
| Date | January 2008 |
| Creators | Simonsson, Greta |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala : 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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