Understanding the world through advertising

Abstract: This thesis explores the audience’s reactions in regards to the phenomenon of norm-breaking ads in Sweden, focusing on the representation of immigrant minorities in advertisements. The aim is to understand if, how, and why, these ads engage audiences online and offline, at a time where public interest in institutionalized politics is on the decrease. The interviews and photo elicitation are a way to understand political engagement in Sweden today. The data shows how the interviewees overall lack an interest in institutionalized politics, while showing how discussing images from a critical, post-racist perspective can further civic engagement through discussions and talks, both online and offline. The thesis presents an explanation of online behavior in regards to ways the audience manages political discussions, and how this is exercised due to the level of educational capital, as well as online identity management. The empirical material consists of semi-structured, qualitative material with 13 people living in Sweden, between the ages of 22-30. The interviewees were selected on the premise of including both those having university degrees and those without, those who were born in Scandinavia to parents from countries outside of Europe, those with Scandinavian parents, and a mix of gender. Drawing on theories on identity and audience research, the empirical findings show how those with an immigrant background react to the ads more passionately and with a greater interest than interviewees of Scandinavian heritage. Drawing on concepts of advertising and consumption, the ads serve as a way for the audience to understand the political reality in Sweden today, while the interviewees express both cynicism and an appreciation of the images displayed in the ads.