| Summary: | Södertörn University was built in the suburb of Stockholm to bring hope for students that aren’t used to study. Ever since the university was built there has been a debate on internet message boards such as Flashback and a discourse has developed in the recent five years. The public discourse has had a negative influence on how the university is perceived by the public. The purpose of this study is to analyze how this discourse has developed the image of the university and how it has evolved. The empirical material consists of messages from the Flashback message board and two electronic articles from Svenska Dagbladet, "Ge Södertörns högskola en ärlig chans att växa" and "Högskolefusk ökar- Södertörns storsatsar". In this study I have processed the material from a thematic analysis and a discourse point of view in a textual interpretation of the board messages and the SvD articles. The result shows that the university's status is presented as low due to negative attitudes among the message board writers. The articles – in contrast - show a positive image of the university and have a less critical position. The criticism is not aimed at Södertörn University as an institution, but the students who attend the university.
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