Visionen av det framtida stadslivet : En semiotisk analys av informationsfilmer om det Västsvenska paketet

Sammanfattning: The future is often created by visions since we tend to strive towards them to reach the future wedesire, a vision can thus affect both lives and destinies (Rubin, 2013:40). Therefore it's relevant to attempt to understand how visions of the future are visualized and communicated. It's also important for these visualizations to be well-made and thought-through so that people understand and want to follow the vision (Baum, Locke, Kirkpatrick, 1998:45). We chose to examine this phenomenon by studying three movies about the West Swedish Package; The dream of the good life (2011), West Swedish Package - an investment that paves the way for the future (2014) och Västsvenska Paketet - Möten mellan människor (2014). Using a semiotic analysis we examined how the vision of future urban life was presented. We also looked at the rhetorical elements that are used to present the vision. We found several similarities in how the vision was presented in the films. Overall they show a very optimistic future. They paint a picture of the good life where only certain kinds of people and lifestyles are depicted. On the rhetorical plane they use a lot of emotionally persuasive arguments (patos), they try to gain trust (etos) and they use some logical arguments (logos). We also discuss if an overly optimistic image of the future could generate a negative response, especially in such ad ebated topic as the West Swedish Package.