"Vår verksamhet baserar sig på omtanken om kunden" : En kritisk diskursanalys av Svenska Spels marknadsföring och sitt sociala ansvar

Sammanfattning: The aim of this study was to analyze and highlight how AB Svenska Spel relate to their gambling advertising due to their social responsibilities and to analyze what image Swedish media direct to Svenska Spel. A critical discourse analysis, based on Fairclough's theory of discourses, was chosen to address how discourses are manifested and are expressed in text. The study has used Svenska spels website Svenskaspel.seand Spelalagom.se, an interview from Sveriges Radio P1 with Svenska Spels CEO and articles written in the Swedish media about Svenska Spels advertising from the 1st of january 2019 when a new law about gambling and gambling advertisement established.Conclusions from this study include that the Swedish media address a negative discourse against Svenska Spel and their advertising. The Swedish media is also critical about the fact that Svenska Spel is owned by the government and the media puts forth that earning money is more important to Svenska Spel than their social responsibilities, such as prevent that people end up with gambling problems. Svenska Spel creates a positive picture of gambling and gamblers. They also respond to the critics from media by showing how seriously they take their social responsibilities by always putting the customers interest in first place.