Fallet SAS
En studie i hur medial diskurs reproducerar maktförhållanden på arbetsmarknaden
Medial discourseLabor marketSASUnionsSocial constructivismDiscourse analysisPower analysisPower cubeIdentities.Medial diskursArbetsmarknadenFackföreningarSASSocialkonstruktivismMaktanalysMaktkubDiskursanalysIdentiteter
Aim: The purpose of this study is to explore how the media through a certain discourse constructs a view of the labor market and the power relations between companies, unions and employees. The goal is to explore this through studying the media coverage of SAS? financial situation between September-December 2012 and our research question is the following: What view of the labor market and its power relations was constructed and reproduced by Swedish newspapers through their portrayal of SAS during September-December 2012?Method: This study analyses the findings with the help of questions based on theories of social constructivism, discourse, agenda-setting and power. A content and discourse analysis was compiled of 360 articles from five Swedish newspapers that addressed SAS and their situation from September-December 2012. The results of these analyses were further processed using power analysis and John Gaventa?s power cube.Results: In this study we conclude that the medial discourse constructs identities of the different actors and affect power relations between them, in favor of the company. We conclude that media?s portrayal of SAS benefits the interests, wishes and ideas of the company. The company?s acts and behavior is legitimized through the identities created by the medial discourse, and the portrayal of the causes and solutions for SAS? situation. The identities constructed enable greater legitimization on the part of the company compared to the unions or the employees. Especially since their identities restrict them in complying with the company?s demands, or else they risk being seen as perpetrators through illegitimate actions. The result of the study highlights how newspapers have great influence on different actors? ability to act. The social practice that is affected through the medial discourse is that readers may be less inclined to join unions, as they are either seen as obstacles or as weak organisations with no real power or purpose. The solution proposed is a heightened awareness of how medial discourse affects power relations on the labor market.