Volvo sold to China

This research study focuses on the development in media representation of the transaction – Volvo sold to China, from its conception up to finality. Rather than accepting the power of media in the dissemination of information, this study argues that the representation of China in Dagens Industri is deeply rooted in embedded core values, having it known that Volvo is the pride of Sweden. By analyzing the content of the twenty selected articles based on designed categories and their relevance to the period it falls, it is shown how it is possible for embedded core values of Sweden be reinforced by media and shape the representation of China. While the influence of media is perceptible, the analysis of the articles suggests the existence of reference points and the meaning of perceptible faculties only through comparison. Using the theoretical frameworks of orientalism and representation, it was made evident that the negative representation is higher when the dominant motives of media supports and reinforces the embedded Swedish core values