Det stora mjölkkriget ur medias perspektiv - historiska Arla mot nytänkande Oatly : En kvantitativ innehållsanalys av mediegestaltningen av Arla och Oatly mellan år 2014 och 2018

In one corner of the fighting rink stands Arla, with its nutrient enriched and healthy dairy formulas has dominated the national dairy market for centuries. In the opposite corner is the stands the underdog Oatly, who is questioning the current dairy industry with its innovative and environmental oat products. This fight has open up for a contemporary public debate and the by media recognized “milk war”. The aim with this study is to contribute with new research through analysis regarding how Arla and Oatly is represented in Swedish newspapers between the years of 2014 and 2018. The study overarching question formulation aims to research if there is any differences or similarities in how Arla and Oatly is represented in media over time. To answer these questions, the study used a quantitative content analysis containing over 200 newspapers articles retrieved from Retriever between the selected years, by a stratified selection. Afterwards the articles were chosen randomly, which contains 50 % articles about Arla and 50 % about Oatly. Through this analysis, the framing of the organizations, climate impact, differences in images and the amount of text and the bearing of the journalistic matter. The study has its base in the framing theory and some fillings of research regarding public relations and “frame competition”, which is lacking in the current version of the framing theory. The most important result from the study, shows that media and journalists plays an important role for the framing of the different organizations, hence they incorporate subjective thoughts through the usage of value latent words and facts with no scientific ground. The result showed that Oatly was put in a more positive limelight than Arla throughout the years and less criticized. This must be a result of good PR from Oatly and a brand that aligns with their Corporate Social Responsibility, which has a focus on climate related aspects. Other interesting findings were that the climat issues was more risen with when the amount of research regarding climate was released. The climate issues was also more up for discussion when Oatly was mentioned. To conclude, Oatly is the winner on knock out. Keywords: Organizations, Arla, Oatly, framing theory, quantitative contents analysi