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Systembolagets roll i samhället: En diskursanalytisk studie av hur en offentlig organisation kan uppfattas utifrån dagens konsumtionssamhälle
Mälardalen University, School of Health, Care and Social Welfare.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie undersöker hur Systembolagets roll kan uppfattas genom deras organisationsberättelse. En tematisk textanalys har gjorts av Systembolagets webbpublicerade material för att fastställa vilka diskurser som framträder i materialet för att framställa deras roll. Denna studie bygger på Zygmunt Baumans teori om vårt samtida konsumtionssamhälle samt John Clarkes resonemang om hur offentliga organisationer har behövt anpassa sig till detta konsumtionssamhälle. Den metodologiska ansats som har använts för att studera detta är foucauldeansk genealogisk diskursanalys. Inom denna diskursteoretiska angreppssätt studerar sambandet mellan ett fenomen och den kontext som fenomenet har uppstått inom. För denna studie handlar det då om hur Systembolagets texter kan förstås utifrån det samtida konsumtionssamhället utifrån vilket texterna har producerats. De diskurser som framträder i materialet är myndighetsdiskursen, ansvarsdiskursen samt servicediskursen. Utifrån de resultat som framträder kan Systembolaget uppfattas som en aktör med en mångsidig identitet, där både organisationens myndighetsutövande och ansvarsfulla sida tillsammans med deras kundorientering får dem att framstå som en modern offentlig verksamhet med konsumenten ständigt i fokus.

Abstract [en]

This study investigates how Systembolaget’s role can be perceived through their corporate storytelling. A thematic text analysis has been implemented on the presentation published on their website to determine the discourses used to describe their role in our contemporary society. This study is based on Zygmunt Bauman’s theory of consumer society and John Clarke’s review of the public sector adaptation to this consumer society that we live in. The method that has been used to study this is Foucault’s genealogical discourse analysis, where you study the relationship between the phenomena and the context in which the material has been produced. The discourses that appear in the material are the administrative authority discourse, the liability discourse and the service discourse. Based on the results of the study Systembolaget can be perceived as a versatile actor that emphasizes their authoritarian and responsible qualities as well as their customer orientation. This is something that makes them appear like a modern public organization with the consumer constantly in focus.

Place, publisher, year, edition, pages
2015. , 91 p.
Keyword [en]
Foucauldean genealogical discourse analysis, consumer society, corporate storytelling, Systembolaget, Zygmunt Bauman, John Clarke
Keyword [sv]
Foucauldeansk genealogisk diskursanalys, konsumtionssamhälle, organisationsberättelse, Systembolaget, Zygmunt Bauman, John Clarke
National Category
Social Psychology
Identifiers
URN: urn:nbn:se:mdh:diva-28289OAI: oai:DiVA.org:mdh-28289DiVA: diva2:821005
Subject / course
Sociology
Supervisors
Examiners
Available from: 2015-07-07 Created: 2015-06-13 Last updated: 2015-07-07Bibliographically approved

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fulltext(19979 kB)355 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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