"Nu finns det ett snus för oss, istället för grabbsnuset" : En kvalitativ studie om företaget LYFTs marknadsföring av vitt tobaksfritt snus och kvinnors ökade konsumtion av snus
Sammanfattning: This study examines LYFT, a relatively new Swedish snus company. The object of the study is to explore LYFT’s marketing strategies on their Instagram and website. It also intends to examine the company’s primary target market, whilst investigating why women's consumption of snus has increased and if this can be linked to the company's marketing strategies and target group. Snus has traditionally and historically been viewed as a male product and habit, but more recently, an increase in consumption of snus is especially evident in one (1) group - women. Statistics Sweden (SCB) has further stated, in a survey conducted in 2018, that this group is where consumption of snus increased most significantly. LYFT is a tobacco-free snus brand, this meaning that Sweden's highly regulated tobacco law does not apply to the product. Therefore LYFT can be more flexible in its marketing to consumers – to a much greater extent than other snus companies on the market. The study is written within the field of media- and communication studies and has a critical feminist approach. The methods used in the study are semiotic image analysis and focus group interviews including images. Furthermore, the theoretical framework consists of the theories of commodity feminism, femvertising, gender system and the male gaze. The applied methods and theoretical framework have been carefully selected but despite this they can sometimes be seen as slightly subjective since the interpretation is our own. We have been able to idenify LYFT's marketing as an example of commodity feminism, and partly as an example of femvertising, since they connect feminist values at large with their product. However, the company's marketing also to some extent contains traditional gender stereotypes. In sum, we have been able to establish that the marketing is designed to attract a young audience, primarily women.
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