Hur förhåller sig unga vuxna män till spelreklam? : En kvalitativ studie grundad i medieeffekt-teorin

Sammanfattning: The present study’s main purpose is to find out if there’s a noticeable pattern between young mens exposure to gambling advertising. Why this study only focused on young men is because the researchers in the study are in the same life situation and they also share the same age. Why women weren't included in the present study is because there are some great differences between the two genders that further research would be necessary. This also because the researchers as previously mentioned are in the same age range and life situation according to studying at university and share similar interests, such as sports and online gambling. What this study has included is the data from interviews that involved six different respondents that answered various questions that were sorted into different themes that were analyzed in the discussion together with the chosen theory. In the result we could find some light generalizations associated with the respondents answers in the data, which created some forms of patterns between the impact that online gambling commercials cause. To make the study even more credible the study would’ve needed more respondents to interview, so that more answers could be compared and analyzed against each other. Another improvement that should've been added to the present study is quantitative data, which would be an online survey which would've been sent to more students in the same age range to find out if more people were affected by the lures that gambling commercials try to solicit you with. In conclusion this study can conclude that young male adults indeed are affected by the gambling commercials that surround them constantly. But to achieve a more valid result and discussion in this study it would've needed some improvements in form of more respondents and a greater range of information on the psychological factors amongst young people, associated with gambling commercials in daily use.