Nätcasino: en kritisk diskursanalys av marknadsföring av nätcasinon

Detta är en Kandidat-uppsats från Lunds universitet/Rättssociologiska institutionen

Sammanfattning: In Sweden marketing of tobacco and alcohol is regulated by law not for inviting, outreaching nor intrusive to the consumer. These types of products are addictive and so is gambling. We can see that the exploitation and the marketing strategies of the online casinos is problematic and that the law of Sweden regarding marketing of gambling is not sufficient. So, why is the law different for gambling in comparison with tobacco and alcohol? There are different sides arguing about how the marketing of online casinos should be regulated and different discourses regarding this problem. By studying this problem using a critical discourse analysis, it can demonstrate how the power and knowledge about online gambling, in particular online casinos, are formed and featured. Media shows that online casino owners and responsible actors arguing about the problem of the exploitation and marketing of online casinos and there is also discussion around which part should be responsible. Science demonstrates a different level and questions government responsibility to invite the public to play online gambling through marketing, highlights risks and the problem of how marketing communicates to recipients. The knowledge that reaches out to the public is based on the power of actors and the knowledge that favors the interests of dominant groups in society.

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