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Vi gillar olika - eller gör vi verkligen det?: - En diskursanalys av Aftonbladets kampanj "Vi gillar olika".
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
We like different - or do we? : - A discourse analysis of Aftonbladets campaign "We like different". (English)
Abstract [en]

Culture, orgin and identity are hot topics that are being discussed everywhere, for example in newspapers, lunchrooms and on Twitter. Politicians, media and ordinary people have displayed different antiracist acts, for example campaigns, marches and political actions.

But you may wonder if it really is that effective, or if the antiracism reproduces racism with its language. The purpose of this study is to see if articles from the newspaper Aftonbladet's antiracist campaign ”We like different!” reproduces racism through its language.

The method that is used is discourse analysis, more specific Chantal Laclau och Ernesto Mouffes discourse theory. The theories the study relies on are race, racism, framing, racism in news, binary oppositions, stereotypes, whiteness and orientalism.

Two discourses were found in the material, ”We like different” and ”We like the same”. The most central piece in the ”We like different”-discourse is ”different”, which is associated with other origins than Swedish and different skincolor than white. ”Swedish” and ”white” are instead connected to ”the same”. ”Different” is portrayed as “the other”, the negative part of an binary opposition against ”the same”. ”We” is an identity the articles gives ”We like different” and is a dominant part of a binary opposition against ”them”. The identity ”immigrant” also exists in the discourse and is build as a stereotype.

”We like the same” is given a ”them” identity. ”Racism” is a central piece in the discourse and is associated with categorizing humans after ”race”. ”The Swedendemocrats” is build as an identity, and is connected to ”ignorance”, ”judging people after the color of their skin” and ”cold”. ”The voters of the Swedendemocrats” is described in a different way than the party itself. The peoples responsibility is taken away and they are instead connected to ”dissatisfaction” and that they ”don't understand” what they are voting for. 

Place, publisher, year, edition, pages
2015. , 35 p.
Keyword [sv]
journalistik, rasism, postkolonialism, diskursanalys, diskursteori, Laclau och Mouffe
National Category
Social Sciences Communication Studies Media and Communications
URN: urn:nbn:se:umu:diva-101752OAI: diva2:801928
Educational program
Bachelor Programme in Journalism
Available from: 2015-04-13 Created: 2015-04-10 Last updated: 2015-04-13Bibliographically approved

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