Letar Svenska kyrkan på rätt ställe?
- en kritisk diskursanalys av Svenska kyrkans reklamkampanjer
AbstractAim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the campaigns? Which messages has been communicated through the campaigns? How has these discourses created the image of the Swedish church?Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs? three-dimensional model. Thirteen images all part of the campaigns are analysed using a semiotic method. The analytical method focuses on the discourse practise and the text.Main results: The images of the Swedish church differ in the campaigns. The religious discourse in the first campaign ?A place for contemplation? is more open and modern and creates the image of the Swedish church as an open and welcoming church. In the two other campaigns ?Are you looking in the right place?? the religious discourse is more traditional Lutheran aimed towards people who already are believers in the Christian faith.Keywords: Swedish church, religion, media, discourse, semiotics, secularisation, commercial, campaign.