The vision of the monopoly: An idea analysis of Systembolaget's campaign material through the decades
Author
Summary, in English
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.
Department/s
Publishing year
2022
Language
English
Full text
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Document type
Student publication for Bachelor's degree
Topic
- Social Sciences
Keywords
- Systembolaget
- Alcohol policy
- Social Marketing
- Welfare state
- Qualitative idea analysis
- Advertising campaigns
- European Studies
Supervisor
- Tomas Sniegon