hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Ett glas vin med omtanke: Systembolagets kamp i den svenska alkoholkulturen
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A glass of wine with care : Systembolaget's struggle in the Swedish alcohol culture (English)
Abstract [sv]

Systembolagets externa kommunikation är någonting många i Sverige får ta del av. Deras uppdrag är unikt, då de har monopol på detaljhandeln av alkoholhaltiga drycker i Sverige samt ett uppdrag att sälja med ansvar, utan ett vinstintresse. Denna uppsats har för syfte att belysa hur de har tidigare gått till väga 1960, med Operation Vin och hur de går till väga 2018, med Tack för din omtanke, för att ge klarhet vad gäller deras externa kommunikation. Denna fallstudie är en textanalys med huvudfokus på retorik och strategisk kommunikation med inriktning på hälsa och kultur.

Systembolaget och staten har en lång historia av kampanjer för att minska alkoholkonsumtionen. Höjda skatter och låg tillgänglighet har varit delar av statens bidrag till alkoholpolitiken. Systembolaget har utöver detta fokuserat på informationskampanjer för att fortsatt hålla den svenska alkoholkonsumtionen låg. Redan från bildandet har de fört kampanjer och informerat svenskarna om alkohol och dess risker. Genom en analys av den senaste och den tidigaste informationsfilmen så uppdagas kulturens vikt i alkoholvanorna i Sverige och hur Systembolaget gått till väga rent kommunikativt. Systembolaget nyttjar sig av reklamliknande element som agerar varumärkesstärkande och detta kan göra att informationskampanjerna kan tolkas som reklamfilm.

Det som uppdagades under analysen var att Systembolagets problematik var uppenbart annan 2018 än 1960, dock var uppdraget oförändrat. Varumärkesstärkande kommunikation och bibehållandet av ett högt anseende stod i fokus, i jämförelse med Operation vin där problemet var hög brännvinskonsumtion bland det svenska folket.

Abstract [en]

Systembolagets external communication is something a lot of people in Sweden have to deal with. The mission is unique because of their monopoly of the retail sales of alcoholic beverages in Sweden and a mission to sell alcohol with responsibility and without profit. The purpose of this essay is to elucidate how they previously worked in Operation Vin 1960, and how they work 2018 with the movie “Tack för din omtanke”, to shed light about their external communication. This case study is a content analysis with focus on rhetoric and strategical communication with emphasis on health and culture.

                      Systembolaget and the government have a long history of campaigns to reduce alcohol consumption. Raised taxes and low accessibility have been part to the alcohol politics by the government. Systembolaget have besides this, been focused on information campaigns to keep the Swedish alcohol consumption low. They have lead information campaigns from the start of the company to inform the Swedish population of the risks of alcohol. Through an analysis of the first and the last infomercials did it reveal that culture was an important part of the alcohol culture in Sweden and how Systembolaget has used communication in order to shed light on this matter. Systembolaget use a commercial kind of element to strengthen their brand and by that, the infomercials could be read as commercials.

                      The analysis revealed that the problem Systembolaget had, was different 2018 compared to 1960. The mission had not changed, however. Branding communication and the maintaining of a high reputation was central, compared to Operation vin, which dealt with the problem of high consumption of hard liquor within the population.

Place, publisher, year, edition, pages
2018. , p. 46
Keywords [sv]
Systembolaget, Operation vin, alkoholkonsumtion, reklam, informationskampanj, kultur, alkoholkultur
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hig:diva-27209OAI: oai:DiVA.org:hig-27209DiVA, id: diva2:1221586
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-06-20 Last updated: 2018-06-20Bibliographically approved

Open Access in DiVA

fulltext(905 kB)4 downloads
File information
File name FULLTEXT01.pdfFile size 905 kBChecksum SHA-512
0ca65f28c15e1e88946115bf046fcdfcb379a39803a7736d77916a7845ba3c5c012d81737c9df53c3d72c5f9f2e615085fd1e4f3040051ebcdf21bf281f7e17b
Type fulltextMimetype application/pdf

By organisation
Media and communication studies
Communication Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 4 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 7 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf