Uppdrag granskning: SVT:s uppdrag : En kvalitativ studie om SVT:s utmaningar under 2000-talet

Detta är en Kandidat-uppsats från Uppsala universitet/Institutionen för informatik och media; Uppsala universitet/Institutionen för informatik och media

Sammanfattning: This study focuses on the Swedish public service institution SVT and whether they manage to meet specific goals and requirements of which public service is bound by – as well as how this affects the future of SVT. Through five focus groups, with informants from both older and younger target groups (age 22-70) the study seeks to answer the following questions from the audience’s point of view; (1) How does the audience feel that SVT meets the requirements set for impartiality? (2) Why does the audience think that SVT has difficulty reaching a younger target group? (3) How does the audience think that SVT can maintain a strong and legitimate position in the future? The material was analyzed using Max McCombs and Donald Shaw’s Media Agenda Setting Theory (1968) and Stuart Hall’s Encoding/Decoding (1973). The result indicates that both target groups admit that SVT sometimes violates the requirements of impartiality, but that it often feels justified by reference to moral values. The result also shows that commercial competitors and streaming services, alongside other alternative news media, certainly is the basis for SVT losing the younger audience. Further on, both target groups believe that SVT is likely to face an overwhelming challenge in reaching all target groups with today’s endless media options. However, almost every informant claims they do not want to abolish SVT. In conclusion, the older ones expressed a great deal of confidence as well as interest, while the younger ones rather assert their confidence but not their interest.

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