Systembolagets' community mission on the commercial playground : A qualitative semiotic content analysis of Systembolaget's PR

This study examines political PR in Systembolaget's film-commercials. This study aims at investigating how and when Systembolaget expresses their public service mission in their film-commercials. We have done this by means of a qualitative content analysis, with the help from semiotics connotation and denotation the study was able to extract messages from the film-commercials. As Systembolaget is a non-profit-driven organisation we became curious to see that they act on the commercial market. We analyse the commercials through different PR perspectives aimed at identifying messages. The result shows that only some of the messages correspond with Systembolaget's public service mission. Preventing alcohol dealing, selling responsibly and informing the risks of alcohol, are the messages that are consistent with Systembolaget's public service mission. The result also shows that Systembolaget partly compromises from its public service mission