Träning för alla - eller? En kritisk diskursanalys av kommunikationen hos svenska gymkedjor
(2022) SKDK11 20221Department of Strategic Communication
- Abstract (Swedish)
- Syftet med denna studie var att genom en kritisk diskursanalys utforska vilka diskurser som tar plats i kommunikationen hos svenska gymkedjor samt vilka sociala strukturer i relation till träning och fysisk aktivitet de bidrar till att skapa och/eller reproducera. Det insamlade materialet bestod av det visuella materialet på hemsidorna hos Sveriges fem största gymkedjor, vilket analyserades med hjälp av ett analysschema där pågående diskurser identifierades och vidare analyserades. Analysen visade att gymkedjorna genom sitt visuella material skapar en stereotyp kring den tränande människan, vilket tenderar att exkludera en stor andel människor. Genom användande av inkluderande budskap och språk ges uttryck för inklusion, samtidigt som det... (More)
- Syftet med denna studie var att genom en kritisk diskursanalys utforska vilka diskurser som tar plats i kommunikationen hos svenska gymkedjor samt vilka sociala strukturer i relation till träning och fysisk aktivitet de bidrar till att skapa och/eller reproducera. Det insamlade materialet bestod av det visuella materialet på hemsidorna hos Sveriges fem största gymkedjor, vilket analyserades med hjälp av ett analysschema där pågående diskurser identifierades och vidare analyserades. Analysen visade att gymkedjorna genom sitt visuella material skapar en stereotyp kring den tränande människan, vilket tenderar att exkludera en stor andel människor. Genom användande av inkluderande budskap och språk ges uttryck för inklusion, samtidigt som det associerade bildmaterialet enbart erbjuder möjlighet till identifikation för en begränsad mängd människor. Gymmens befintliga kommunikation bidrar sannolikt till att hålla redan fysiskt aktiva människor i gång, samtidigt som de som befinner sig utanför den givna normen har svårt att ta sig in. Att uppmärksamma detta är ett första steg till att kunna påverka de pågående diskurserna och genom strategisk kommunikation förändra den pågående diskursordningen, i syfte att generera fler fysiskt aktiva människor. (Less)
- Abstract
- The purpose of this study was that through a critical discourse analysis investigate what discourses take place in the communication among Swedish gym facilities, and what social structures regarding physical activity they are currently creating and/or reproducing. The collected material consisted of the visual mate-rial presented on the webpages of the five larges gym facilities in Sweden. The material were then analyzed using a scheme where ongoing discourses were identified and further analyzed. The analysis showed that through their visual material, the gym facilities are creating a stereotype concerning the physically active person. This stereotype tends to exclude a great number of the population. By using including messages and... (More)
- The purpose of this study was that through a critical discourse analysis investigate what discourses take place in the communication among Swedish gym facilities, and what social structures regarding physical activity they are currently creating and/or reproducing. The collected material consisted of the visual mate-rial presented on the webpages of the five larges gym facilities in Sweden. The material were then analyzed using a scheme where ongoing discourses were identified and further analyzed. The analysis showed that through their visual material, the gym facilities are creating a stereotype concerning the physically active person. This stereotype tends to exclude a great number of the population. By using including messages and language, the gym facilities are expressing inclusion. However, the photographic material associated with the textual material only offers the possibility of identification to a limited amount of the population. Thus, the current communication of Swedish gym facilities most likely contrib-utes to keeping already physically active people active, while those outside of the norm might experience difficulties engaging in such activities. Creating awareness about this is a first step towards influencing the ongoing discourses and through strategic use of communication change the current order of discourse, in purpose of generating a more physically active population. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9082730
- author
- Engström, Elise LU
- supervisor
- organization
- course
- SKDK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- critical discourse analysis, fitness, group identity, gym, physical activity, strategic communication
- language
- Swedish
- id
- 9082730
- date added to LUP
- 2022-06-27 11:04:31
- date last changed
- 2022-06-27 11:04:31
@misc{9082730,
abstract = {{The purpose of this study was that through a critical discourse analysis investigate what discourses take place in the communication among Swedish gym facilities, and what social structures regarding physical activity they are currently creating and/or reproducing. The collected material consisted of the visual mate-rial presented on the webpages of the five larges gym facilities in Sweden. The material were then analyzed using a scheme where ongoing discourses were identified and further analyzed. The analysis showed that through their visual material, the gym facilities are creating a stereotype concerning the physically active person. This stereotype tends to exclude a great number of the population. By using including messages and language, the gym facilities are expressing inclusion. However, the photographic material associated with the textual material only offers the possibility of identification to a limited amount of the population. Thus, the current communication of Swedish gym facilities most likely contrib-utes to keeping already physically active people active, while those outside of the norm might experience difficulties engaging in such activities. Creating awareness about this is a first step towards influencing the ongoing discourses and through strategic use of communication change the current order of discourse, in purpose of generating a more physically active population.}},
author = {{Engström, Elise}},
language = {{swe}},
note = {{Student Paper}},
title = {{Träning för alla - eller? En kritisk diskursanalys av kommunikationen hos svenska gymkedjor}},
year = {{2022}},
}