Underhållande stereotyp eller överdriven parodi? En mottagarstudie om Umeå Energis reklamfilmskoncept Dolf och Järven
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
An amusing stereotype or outrageous parody? – The respondents views of the commercial concept Dolf and Järven, by Umeå Energi An amusing stereotype or outrageous parody? – The respondents views of the commercial concept Dolf and Järven, by Umeå Energi (English)
Media affects our views of the world and plays a large part in creation and dissemination of social representations. Through media’s increasing importance, people and organizations need to work harder to stand out among the large amounts of brands that exists today.
In 2013, Umeå Energi launched a commercial concept about Dolf and Järven, two characters living in Lill-Grobban, a fictional village outside of Umeå. The aim of this study is to examine how Umeå Energi uses stereotypes in the commercial concept Dolf and Järven and how this affects the respondents, and in the long run the stereotypification of people living in the north of Sweden. To achieve this aim the following theories have been applied: stereotypes, identity and storytelling. The study was conducted through three focus group interviews with students, professionals and senior citizens, plus one informant interview with marketer at Umeå Energi.
The results and analysis of the study shows that students and professionals thinks the commercials are entertaining, while senior citizens have a negative oponion; they believe it’s an outrageous and parodic image of locals represented in the commercials. The study also shows that the dialect of the north of Sweden is a large part in creating the stereotypical local in north of Sweden. Professionals and students have a positive image of Umeå Energi after seeing the commercials while senior citizens are skeptical. Overall, the study's results show large differences in how the commercials about Dolf and Järven is being received by the respondents. Students and professionals think that the commercials are entertaining, while senior citizens disagree, they mean Umeå Energi takes the stereotypification too far which contributes to a negative image of locals in north of Sweden.
Place, publisher, year, edition, pages
2015. , 46 p.
Umeå Energi, north of Sweden, locals, stereotypes, identity, storytelling.
Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-102023OAI: oai:DiVA.org:umu-102023DiVA: diva2:806670
Programme in Media and Communication Studies: Strategic Communication
Egan Sjölander, Annika