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Det offentliga rummet under attack - en diskursiv fallstudie av debatten om utomhusreklam

Holmgren, Elisabet LU and Wilhelmsson, Robin LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Denna studie syftar till att, med utgångspunkt i strategisk kommunikation, under- söka diskursen kring utomhusreklam utifrån den medierade debatten om motion 2014/0067 i Lund, Sverige. Detta görs genom en fallstudie där såväl kvantitativ innehållsanalys som diskursanalys används för att undersöka aktörer, argument och värden som berörs i debatten. Studien visar att diskursen kring utomhusreklam kommunicerar och reproducerar en mängd argument och värden, bland annat demokratiska, ekonomiska och estetiska sådana. Emellertid framkommer även att aktörer i stor utsträckning saknar ett språk att kommunicera för- och nackdelar om utomhusreklam. Vidare tenderar den medierade debatten att beröra såväl reklam som individen i det offentliga rummet.... (More)
Denna studie syftar till att, med utgångspunkt i strategisk kommunikation, under- söka diskursen kring utomhusreklam utifrån den medierade debatten om motion 2014/0067 i Lund, Sverige. Detta görs genom en fallstudie där såväl kvantitativ innehållsanalys som diskursanalys används för att undersöka aktörer, argument och värden som berörs i debatten. Studien visar att diskursen kring utomhusreklam kommunicerar och reproducerar en mängd argument och värden, bland annat demokratiska, ekonomiska och estetiska sådana. Emellertid framkommer även att aktörer i stor utsträckning saknar ett språk att kommunicera för- och nackdelar om utomhusreklam. Vidare tenderar den medierade debatten att beröra såväl reklam som individen i det offentliga rummet. Medborgaren är den aktör som i störst utsträckning får yttra sig; dock visar sig inträdeskravet i debatten vara att inta subjektspositionen konsument snarare än medborgare. Avslutningsvis görs en metateoretisk analys där debatten belyses med hjälp av marknadskommunikativa och politiskt kommunikativa ontologier. Studien framför värdet av användandet av dessa båda ontologier i ett dialektiskt förhållningssätt, för att på så vis möjliggöra en djupare förståelse för såväl forskningsfältet strategisk kommunikation som dess forskningsobjekt. (Less)
Abstract
The purpose of this paper is to, from a strategic communications perspective, explore the discourse on outdoor advertising in the mediated debate on a non-government bill presented in Lund, Sweden. This is undertaken through a case study, combining quantitative content analysis with qualitative discourse analysis to investigate actors, arguments and values discussed. As a result of the study it is found that the discourse outdoor advertising communicates and reproduces a variety of arguments; amongst others democratic, economic and aesthetic ones. How- ever, it is also found that actors largely lack a language to communicate the benefits and deficits of outdoor advertising. Furthermore, the mediated debate tends to touch on not only... (More)
The purpose of this paper is to, from a strategic communications perspective, explore the discourse on outdoor advertising in the mediated debate on a non-government bill presented in Lund, Sweden. This is undertaken through a case study, combining quantitative content analysis with qualitative discourse analysis to investigate actors, arguments and values discussed. As a result of the study it is found that the discourse outdoor advertising communicates and reproduces a variety of arguments; amongst others democratic, economic and aesthetic ones. How- ever, it is also found that actors largely lack a language to communicate the benefits and deficits of outdoor advertising. Furthermore, the mediated debate tends to touch on not only advertising in the public space but also the role of the individual in this space. The actor who predominantly expresses an opinion is the citizen; however, it is shown that the entrance requirement to the debate is to assume the subject position consumer rather than citizen. Lastly, a metatheoretical analysis illuminates the debate through marketing communicative and political communicative ontologies. The study conveys the value of using these two ontologies in a dialectic way, thus enabling a deepened understanding of the discipline strategic communication as well as its study objects. (Less)
Please use this url to cite or link to this publication:
author
Holmgren, Elisabet LU and Wilhelmsson, Robin LU
supervisor
organization
alternative title
The public space under attack
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Utomhusreklam, offentliga rummet, konsumenter, medborgare, diskurs, marknadskommunikation, politisk kommunikation, strategisk kommunikation Outdoor advertising, public space, consumer, citizen, discourse, marketing communication, political communication, strategic communication
language
Swedish
id
5468401
date added to LUP
2015-06-12 08:03:27
date last changed
2015-06-12 08:03:27
@misc{5468401,
  abstract     = {The purpose of this paper is to, from a strategic communications perspective, explore the discourse on outdoor advertising in the mediated debate on a non-government bill presented in Lund, Sweden. This is undertaken through a case study, combining quantitative content analysis with qualitative discourse analysis to investigate actors, arguments and values discussed. As a result of the study it is found that the discourse outdoor advertising communicates and reproduces a variety of arguments; amongst others democratic, economic and aesthetic ones. How- ever, it is also found that actors largely lack a language to communicate the benefits and deficits of outdoor advertising. Furthermore, the mediated debate tends to touch on not only advertising in the public space but also the role of the individual in this space. The actor who predominantly expresses an opinion is the citizen; however, it is shown that the entrance requirement to the debate is to assume the subject position consumer rather than citizen. Lastly, a metatheoretical analysis illuminates the debate through marketing communicative and political communicative ontologies. The study conveys the value of using these two ontologies in a dialectic way, thus enabling a deepened understanding of the discipline strategic communication as well as its study objects.},
  author       = {Holmgren, Elisabet and Wilhelmsson, Robin},
  keyword      = {Utomhusreklam,offentliga rummet,konsumenter,medborgare,diskurs,marknadskommunikation,politisk kommunikation,strategisk kommunikation Outdoor advertising,public space,consumer,citizen,discourse,marketing communication,political communication,strategic communication},
  language     = {swe},
  note         = {Student Paper},
  title        = {Det offentliga rummet under attack - en diskursiv fallstudie av debatten om utomhusreklam},
  year         = {2015},
}