Att sälja en värdering eller en smak? : En komparativ kritisk retorikanalys av Oatly- och Arlas reklamfilmer med tillhörande kommentarsfält på Youtube

Sammanfattning: The following study focuses on food companies Oatly's and Arla's communication on the digital platform Youtube. The study analyzes two commercials from Arla and one commercial from Oatly. The purpose of the study is to contribute with new knowledge about Arla and Oatly's roles in the conflict “the milkwar” and to provide new perspectives on Youtube as a platform for public debate. The study's theoretical framework is inspired by Corporate Social Responsibility, as well as critical rhetoric as both theory and method. To enable a qualitative critical rhetoric analysis, the study uses concepts from the theoretical framework of rhetoric. Rhetoric aims to analyse verbal and visual language. To categorize the comments, they have been divided into five different themes. The theme positive comments are forms of appreciation from Youtube users. Negative comments indicate displeasure against the sender of the commercial. Product-focused comments implies that the focus is on product. Value-focused includes comments that indicate an opinion or value the user has. Other comments are thematized because of their irrelevance to the subject and is often in a context of abusive words or spiralling discussions. The study concludes that Oatly and Arla use a number of elements to speak against each other, which contributed to a wide variety of different interactions in the comment-sections.