"Jag tycker det är en snäll typ av marknadsföring" : - En kritisk diskursanalys om content marketing i podcasts.

Sammanfattning: The aim of this study was to investigate in what way content marketing can be understood through podcasts as an alternative marketing tool. The material which the study was based on is Ölpodden, a podcast initiated by Carlsberg Sweden. The study intended to shed light on the interdiscursivity that emerges when brands are communicated through podcasts. Another aim was to understand how relationships and identities are constructed through the podcast by examining its intended audience. In order to achieve this a critical discourse analysis was used as both underlining theory and comprehensive method. The critical discourse analysis was also supplemented with two theorists witch highlights the audience’s construction of identity. The consumer's thoughts on Ölpodden was of importance to illustrate the convergence culture and the consumption of the podcast. Qualitative interviews were therefore used as a supplement to the critical discourse analysis. The purpose for the study was to contribute to an increased understanding of content marketing and a deeper knowledge of the communicative strategies it is based on. This purpose led to two main research questions containing two subquestions each. The first main question and subqueries were to answer on: How the discourse in Ölpodden could be understood and problematized in relation to convergence, commercialization and consumption culture, which the intended audience are and how groups and identities are created through the discourse. The other main question and subqueries were to answer on: How the discourse could be understood and problematized from a user perspective, in what way the discourse has impact on the listeners subjectivity and objectivity and how the recipients statements answers to a convergence culture. The result of the study indicates that the interdiscursivity in Ölpodden contains an entertainment discourse, a information discourse and a promotional discourse. Through these discourses the podcast aims to give beer a higher status in society. The podcast also creates an identity which the listener is expected to want to fit into. In the quest to fit into this identity individual's consumption patterns can change. Which ultimately would lead to increased gain for large concerns such as Carlsberg.