Duktig, glad och diskriminerad : En kvalitativ studie av Arbetsförmedlingens informationskampanj Se kraften

• Main Author: Hörnell, Julia
• Format: Others
• Language: Swedish
• Published: Södertörns högskola, Svenska 2016
• Subjects: social marketing; change attitudes; change behaviour; disability; campaign; communication strategies; förändra attityder; förändra beteenden; funktionsnedsättning; kampanj; kommunikationsstrategier; Specific Languages; Studier av enskilda språk
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-32031

Prejudices are a big problem in our society and something that some underprivileged groups suffer from more than others. One of the many negative effects of prejudices is that some groups are finding it more difficult than others to get a job. One of these groups are people with a disability. Would it be possible to reduce prejudices and change negative attitudes by using commercials? If so, how could it be accomplished?The purpose of this study is to investigate how the prominent participants of Arbetsförmedlingen’s campaign Se Kraften are depicted in the campaign. I have analysed two texts, two film clips and one image from the campaign by using qualitative text analysis and multimodal analysis. I have also used a comparative analysis between the results of the accomplished analysis and the expressed strategies of the campaign.The results show that people with a disability are depicted as active and just as good co-workers as people without a disability. The employers in the campaign are depicted as people who employ people with a disability and who encourage other employers to do the same thing. Arbetsförmedlingen are depicted as an administrative authority which can help employers with the employment of people with a disability and the target audience “employers” are depicted as people who obviously want to employ people with a disability.