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  • 1.
    Egevad, Andreas
    Swedish Defence University.
    Vad gör du just nu?: En kritisk diskursanalys av Försvarsmaktens reklamkampanjer2013Independent thesis Basic level (professional degree), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The aim of this essay has been to analyze two advertising campaigns made by the Swedish Armed Forces (Svenska Försvarsmakten) with the help of discourse analysis, focusing on the pictures involved and the dialectics between pictures and texts. The first one can be called “Someone will solve the problems” and the other one “What are you doing?”

    Questions involved are

    • What kind of discourse lies behind these campaigns?
    • What are the differences between the two campaigns?

    The main discourse can be described through the new security doctrine for the Swedish Armed Forces where they no longer focus on total war but a more complex and at the same time more unpredictable threatening global environment, due to unstable countries all over the world, terrorism and nature catastrophes, often dependent on global warming. Thus this is the present task for the Swedish Armed Forces.

    The two campaigns differ in the way that “Someone will solve it” focuses on the tasks for the modern defense and the other one, “What are you doing?” points out the defense as offering a meaningful future.

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