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Studiens syfte r att lyfta fram mottagarnas tolkningar om reklamens budskap inom f ltet TV-reklam och dess inkludering av regionala stereotyper Genom till mpning av receptionsstudie d r b de en semiotisk analys och respondentintervjuer f r rum bidrar studien till fortsatt diskussion inom mottagarstudier Materialet f r den semiotiska analysen r tv reklamfilmer fr n Elons reklamfilmsserie som publicerades 2012 de titulerades Elon Norrland och Elon Sm land Filmerna anv nds ven som material f r intervjuerna f r att kunna framst lla det empiriska materialet fr n respondenterna Olika teorier anv nds f r att styra uppsatsen i r tt riktning d ribland semiotiken med de relevanta begreppen denotation konnotation och myt H r terfinns ocks begreppet stereotyp som r en b rande del i uppsatsen Bland teorierna finns ven polysemin som ocks r av vikt f r studiens resultat Tillsammans med Halls koder dominant f rhandlande och oppositionell delas svaren fr n intervjuerna tematiskt in i kategorier Den semiotiska analysen resulterade i en uppt ckt av sammanl nkande kedjor som tillsammans bidrar till en f rest llning om och ett skapande av regionala stereotyperna Norrland och Sm land I receptionsstudiens andra del respondentintervjuerna framkom resultatet att flertalet respondenter s g reklamerna som humoristiska och m nga har ven uppfattat de regionala stereotyperna vilket kan tolkas som den dominanta synen Vidare framgick det att alla inte v ljer att fullt ut acceptera de budskap som visas utan f rhandlar snarare med budskapet och det reklamen vill f rmedla Sedan framkom det ven att n gra respondenter satt sig i opposition till dessa stereotyper och f rkastade dem Vi kan konstatera att det finns en polysemisk bild av publikens tolkning The purpose of this study is to highlight the recipients interpretations of the advertising message in the field of TV advertising and its inclusion of regional stereotypes Through the application of a reception study where both a semiotic analysis and respondent interviews are presented contributes the study to continued discussion within recipient studies The material for the semiotic analysis is two commercials from Elon s commercial series published in 2012 named Elon Norrland and Elon Sm land These are used as material for the interviews in order to be able to produce the empirical material from the respondents Different theories were used to steer the essay in the right direction including semiotics with the relevant concepts of denotation connotation and myth The concept of stereotype is also of great importance to the thesis Polysemy is also included as a theory and together with Hall s three codes dominant negotiating and oppositional the answers from the interviews are divided thematically into several categories The semiotic analysis resulted in a discovery of interconnecting chains that together contribute to a notion of and the creation of the regional stereotypes Norrland and Sm land In the second part of the reception study the respondent interviews the result showed that most respondents saw the advertisements as humorous and many also recognized the regional stereotypes this can be interpreted as the dominant view Furthermore it appeared that everyone does not choose to fully accept the messages that were displayed but rather negotiate with the message and what the advertisement wants to convey And lastly some respondents emerged to oppose to these stereotypes and rejected them We can state that there is a polysemic picture of the audience s interpretation

Publication search with Småland & Norrland as keyword

”Jaha, då föll polletten ner hos mig i alla fall, det är lite stereotyper här också” : En kvalitativ receptionsstudie av...

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