”Välkommen till biblioteket!” : Hur bibliotek framställs i videoklipp och kan läsas av mottagare

Sammanfattning: The purpose of this thesis is to understand how libraries in videos uploaded on the web site YouTube are portrayed and may be perceived by the audience. Four videos introducing libraries have been chosen with the same criteria to study this. The analysis has been based on Stuart Hall’s theories about representation and production meaning and his encoding/decoding model. The method used to examine the videos are a directed kind of textual analysis. The analysis is divided into two parts where the first part is dedicated to how the videos are encoded and what the preferred reading of them seem to be. The second part of it is dedicated to study how and why negotiating and oppositional readings can be made of the videos. When it comes to how the videos are encoded, one found that they have similar target groups and that they use different kinds of codes to communicate to the target groups. All the videos show similar parts of the library, like books and magazines. When it comes to how and why negotiating and oppositional readings can be made one found that these kinds of readings can stem from the receiver wanting to limit the libraries’ resources to certain groups, the receiver not agreeing with what kind of literature the producer chose to represent the library, disinterest in the library, distrust in the library and the producer not including a representative from the target audience. The reasons behind the differences in how the videos are coded may be because of different kinds of producers, different kinds of depicted libraries and differing views on the target group. The study also shows that the videos show a traditional and hegemonic image of the libraries. This is a two years master’s thesis in Library and Information Science.