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Importing/Exporting Sweden: Nature, snow and Zlatan: A Content and Visual Analysis of Portrayals of Swedishness in Volvo Cars Commercials.
Stockholm University, Faculty of Humanities, Department of Media Studies.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to contribute to scholarship on national identity and nation branding in the context of globalisation, by identifying Swedishness in the Volvo Cars’ Made By Sweden advertising campaign and then classify the addressed themes and symbolic messages. The material for the study originates from the 10 commercials that composed the Made By Sweden campaign, which aired from January 25, 2014 until February 9, 2016. Two data analysis methods, content and visual, were utilised to examine the existence of symbols of Swedishness through nation branding in the car manufacturer’s advertising campaign. The second method was operationalised in two steps: Step 1. Narrative analysis; Step 2. Semiotic analysis. Two focus group discussions were conducted in order to see how people not related to the study interpret the same commercials. The study’s results indicated a repeatable set of themes and symbols of Swedishness. The commercials address mainly a national audience but include aspects that could be identified by an international audience. The study suggested the perception of Sweden as an Imaginary Nation and underlined the narrative function of sound and portrayals of multiculturalism. 

Place, publisher, year, edition, pages
2016. , 84 p.
Keyword [en]
Nation branding, Sweden, Swedish national identity, Swedishness, representation, content analysis, visual analysis, semiotics, Volvo Cars, Made By Sweden, advertising
National Category
Media and Communications
URN: urn:nbn:se:su:diva-131085OAI: diva2:935869
2016-06-02, Bangsalen, 10:00 (English)
Available from: 2016-06-17 Created: 2016-06-13 Last updated: 2016-06-17Bibliographically approved

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