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Om vi, dem och mjölken: En analys om "vi-och demkänslan" under konsumentbojkotten mot Arla Foods efter publiceringen av Muhammedkarikatyrerna.
Stockholm University, Faculty of Social Sciences, Department of Sociology.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]


This paper is about the conflict between the Middle East and the Western world after the Danish newspapers’ cartoon publications of the prophet Muhammed in October 2005. The conflict resulted in massive reactions in the Middle East and the Danish-Swedish dairy company Arla Foods, was boycotted during six months in 2006. The aim of this study is to describe how the biggest Swedish daily newspaper,

Dagens Nyheter and three Saudiarabic newspapers Al-Hayat, Al-Watan and Shark Al-Awsat described "the Other" during the crisis in the year of 2006. Another aim is to describe how Arla Foods managed the consumer boycott. The ideas about "the Other" that were expressed in the media are seen as a discourse with the aim of maintaining and/or creating a "Us and Them viewpoint". Earlier theoretical studies are being presented, not at least Foucault, Schutz and Baumans and Mays contribution to the "Us and Them viewpoint" and their sociological approach. The main questions in the paper are; what ideas were expressed in the Saudiarabic newspapers against the Western world and the other way around; what ideas were expressed in the Swedish newspaper against the Middle East? The third question is; how Arla Foods handled the reactions in Saudi arabia due to the cartoon publications and how the company management reacted in order to reduce the damage of the consumer boycott ? The result of this study shows that an "Us-and Them viewpoint" exists in both the Saudiarabic and Swedish newspapers. Three themes can be outlined. First of all, the Swedish focus on freedom of speech and its lack of understanding on why the cartoons caused such massive reactions in the Middle East. Second, the massive criticism against the Western world for publishing the "islamphobic" cartoons and causing all the hatred. Third, the ideas of more calm and ressentment between the people, respecting Islam as a religion and freedom of speech at the same time. Arla Foods reacted to the crisis by applying risk management and also by dissociating itself from the publications by an information campaign that was published in 25 different Arabic newspapers. Finally, the company made a reset of the communication stra


strategy adopting a more global mindset although being a Scandinavian company.


Place, publisher, year, edition, pages
2010. , 35 p.
Keyword [en]
Arla Foods, discourse, Muhammed, Saudiarabia, us- and them viewpoint
National Category
URN: urn:nbn:se:su:diva-47049OAI: diva2:372804
Social and Behavioural Science, Law
Available from: 2011-02-09 Created: 2010-11-29 Last updated: 2011-02-09Bibliographically approved

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