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The vision of the monopoly: An idea analysis of Systembolaget's campaign material through the decades

Karvosenoja, Alicia LU (2022) EUHK30 20221
European Studies
Abstract
The purpose of this thesis is to examine the evolution of the Swedish state-owned company Systembolaget’s idea and message from 1970 to 2020 through advertising campaign material from each decade. The findings are then compared to Gösta Esping-Andersen’s welfare state model in Three worlds of Welfare Capitalism, changes in alcohol policy during that time period and the social marketing theory. To analyze the various campaigns, a combination of an idea and an argument analysis with adapted questions and value statements was employed. The findings in this thesis show that the idea of Systembolaget has remained mostly unchanged since its founding in 1955, but it has been communicated in different ways. The first three campaigns’ arguments... (More)
The purpose of this thesis is to examine the evolution of the Swedish state-owned company Systembolaget’s idea and message from 1970 to 2020 through advertising campaign material from each decade. The findings are then compared to Gösta Esping-Andersen’s welfare state model in Three worlds of Welfare Capitalism, changes in alcohol policy during that time period and the social marketing theory. To analyze the various campaigns, a combination of an idea and an argument analysis with adapted questions and value statements was employed. The findings in this thesis show that the idea of Systembolaget has remained mostly unchanged since its founding in 1955, but it has been communicated in different ways. The first three campaigns’ arguments were primarily logos-based, whereas the last three campaigns’ key qualities were ethos and pathos. The way Systembolaget through social marketing conveys its message correlates greatly to the Social democratic model of welfare states, especially when you look at alcohol issues as a health problem. The Swedish state operates through Systembolaget and its campaigns to decrease the harmful consumption of alcohol and therefore it not being an economic burden for the tax-funded health care. (Less)
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author
Karvosenoja, Alicia LU
supervisor
organization
course
EUHK30 20221
year
type
M2 - Bachelor Degree
subject
keywords
Systembolaget, Alcohol policy, Social Marketing, Welfare state, Qualitative idea analysis, Advertising campaigns, European Studies
language
English
id
9093348
date added to LUP
2022-06-27 09:30:57
date last changed
2022-06-27 09:30:57
@misc{9093348,
  abstract     = {{The purpose of this thesis is to examine the evolution of the Swedish state-owned company Systembolaget’s idea and message from 1970 to 2020 through advertising campaign material from each decade. The findings are then compared to Gösta Esping-Andersen’s welfare state model in Three worlds of Welfare Capitalism, changes in alcohol policy during that time period and the social marketing theory. To analyze the various campaigns, a combination of an idea and an argument analysis with adapted questions and value statements was employed. The findings in this thesis show that the idea of Systembolaget has remained mostly unchanged since its founding in 1955, but it has been communicated in different ways. The first three campaigns’ arguments were primarily logos-based, whereas the last three campaigns’ key qualities were ethos and pathos. The way Systembolaget through social marketing conveys its message correlates greatly to the Social democratic model of welfare states, especially when you look at alcohol issues as a health problem. The Swedish state operates through Systembolaget and its campaigns to decrease the harmful consumption of alcohol and therefore it not being an economic burden for the tax-funded health care.}},
  author       = {{Karvosenoja, Alicia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The vision of the monopoly: An idea analysis of Systembolaget's campaign material through the decades}},
  year         = {{2022}},
}