Boring but good.A qualitative content analysis of Swedes’ opinions of the retail alcohol on monopoly Systembolaget and a multimodal semiotic analysis of the campaign Experten.

Abstract: This study delves into Systembolaget's advertising campaign "Experten" to investigate its influence on public perception and cultural identity. Launched in 2015, the campaign successfully bolstered trust in Systembolaget by 14 percentage points. Employing qualitative content analysis and multimodal semiotic analysis, this thesis explores expert and public opinions of the adverts, aiming to uncover the Swedish viewpoint on Systembolaget, its portrayal within the campaign, and the campaign's purpose. The analysis reveals a polarising response to the Experten campaign, with individuals displaying more scepticism or positivity towards Systembolaget after watching the advert. Furthermore, it identifies Systembolaget's utilisation of Sweden's distinct identity, emphasising its uniqueness compared to other nations, to effectively convey its message and how it leads to a feeling of pride. This research sets the stage for further investigations into how state actors communicate with their target audiences. By shedding light on Systembolaget's advertising strategies, this thesis contributes to the broader understanding of public institution communication.