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Dockor, hyenor och kärlek: En jämförande studie av de politiska valfilmerna inför valet 2010
Stockholm University, Faculty of Humanities. Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK). Stockholm University.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Dolls, hyenas and love : – a comparative analysis of the political ads during the election 2010 (English)
Abstract [sv]

Syfte: Syftet med denna studie är att klarlägga hur de politiska partierna formulerar sitt budskap i tv-reklam inför valet till Sveriges riksdag 2010.

Teoretiska perspektiv: I denna studie används teori om politisk kommunikation, reklam och marknadsföring.

Metod: Tre olika metoder användes vid denna studie. Två typer av visuell analys: bildanalys och filmanalys samt en retorisk analys.

Empiriskt material: Avsändarna av filmerna som granskats i denna studie är Moderaterna, Kristdemokraterna, Socialdemokraterna och Miljöpartiet.

Resultat: De svenska politiska reklamfilmerna använder sig inte av personkampanjer, dvs. de egna politikerna framträder inte alls i filmerna annat än som speakerröster. Resultaten visar också att filmerna skiljer sig åt gällande musikval där Moderaterna och Kristdemokraterna använder sig av mer välkända låtar än de övriga partierna. Socialdemokraterna och Kristdemokraternas budskap formulerar sig mer negativt än Moderaterna och Miljöpartiet. Samtliga partier delar fokus på människan och en jämvikt mellan kvinnor och män, däremot är representationen av etniska och sexuella minoriteter dålig.

Abstract [en]

 

Problem: 2010 was the first year when the political parties could advertise in Swedish television during an campaign before the election to the Swedish parliament. Therefore, it’s interesting to study how the political ads in television were formulated and which messages they sent to the viewers.

Question at issues: The main study was concentrated on how the political parties formulated their messages. Other research questions were about differences and similarities between the advertisements and if there were differences in presentation and messages between the Alliance and the red-green coalition.

Aim: The aim of this study is to illuminate how the political parties formulated their messages in TV-ads.

Methodology: Three different methods were used. Two types of visual analysis, movie analysis and image analysis were combined to analyze the visual parts of the ads. The third method was a rhetoric approach to analyze the spoken/written word in the ads.

Theoretical Perspective: This study is based on theories concerning political communication in Sweden and USA, advertising and marketing.

Empirical foundation: In this study, four political TV-ads from four different parties in the Swedish election 2010 were analyzed; The Moderate party, Christian Democrats, Social Democrats and the Green party.

Results: The Swedish political TV-ads do not – contrary to political ads in many other countries – use personal campaigns and theirs political leaders as the main messengers. The ads were similar to each other according to the use of characters and environment in the scenes. The use of music and the use of positive/negative feelings were the things that were the most differentiated between the political ads. The Moderate Party and the Green party were more positive in their messages than the Christian Democrats and Social Democrats were.

 

Place, publisher, year, edition, pages
2011. , 54 p.
Keyword [en]
political communication, TV-commercial, advertising, rhetoric, visual communication
Keyword [sv]
Politisk kommunikation, reklam, retorik, visuell kommunikation, tv-reklam
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:su:diva-50976OAI: oai:DiVA.org:su-50976DiVA: diva2:383540
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-01-17 Created: 2011-01-05 Last updated: 2011-01-17Bibliographically approved

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Faculty of HumanitiesDepartment of Journalism, Media and Communication (JMK)Stockholm University
Media and Communications

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