Less på Smokeless : En analys av rökfri tobaks karaktäriseringar i nyhetsmedier
Sammanfattning: In 1973 the first portioned oral moist tobacco (snus) in Sweden is launched unto the markets by Svenska Tobaksbolaget AB. The product was called Smokeless and was meant to be regarded as an alternative to, at the time, very popular cigarettes. Smokeless was not well received and instead of regarding the product as an alternative to smoking, it was regarded rather as an inferior snus. Today we have a myriad of new tobacco alternatives, with the nicotine pouches being one of the more recent ones having received an upsurge and caused a debate on tobacco products. With this debate in mind, the following study aims to go back in time and see how one of our earliest tobacco alternatives was received by the media and the public. Some questions it seeks to answer is whether marketing plays a role in how the product is discussed and what attributes of Smokeless are described? The material used for the study is Tobaksbolagets own magazine, Tobaksbladet: personaltidning för Svenska tobaks AB. This specific issue of the paper is called Tobaksbolaget i mass media. Tobaksbolaget does not write their own articles in this issue but rather the paper consists of recent news coverage specifically about Tobaksbolagets business. With the help of marketing theory as well as research on specifically tobacco marketing, the study establishes three different themes through which the articles and senders will be analyzed. The result of this study shows that the products descriptions in media is affected by the marketing but maybe not in the way Tobaksbolaget imagined it.
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