Svts Självklara (O)Frihet?
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Högskolan Dalarna MKVC/VT 05 Institutionen för kultur, media och data Handledare: Bodil Eriksson Peter Petrov SVTs självklara (o)frihet? En kritisk diskursanalys om svensk public service-television Författare: Amela Bogucanin Uppsatsen framlagd: 2005-06-02 SUMMARY Writer Amela Bogucanin Department Department for media and communication science Title The self-explanatory (lack of) freedom of SVT? A critical discours analysis about Swedish public service television Problem Being the television that covers the whole nation and having the task to serve society SVT has a particularly important role in and for democracy in Sweden of today. However, critical debates about its role and task are frequent. Two of the latest are the debates about enterprise’s new chairman of the board, Lars Enqvist, who is a former politician and the discussion about SVT’s distinctive image campaign ”Free TV”. In both cases one can hear critical voices who question freedom and independence of SVT. Aim The aim is to, by a critical analysis, interprete the role and significance in and for democracy of SVT through an interpretation of ideal, criticism and invitations that it meets in the modern multimedial society. The search is therefore based on analysis of SVT’s ”introspection”, the Government’s picture of SVT and the picture of the enterprise that is being discussed on leader-pages in Dagens Nyheter and Göteborgs-Posten. Research It is a critical discourse analysis that the research is based on. Three different groups of the texts are analysed: 1) four SVT’s texts ”VD has the word”, 2000-2003 2) two Government texts with starting point for two latest public service-researches 3) four leaders/chronicles from DN and GP who discuss SVT’s new chairman of the board and SVT’s campaign ”Free TV”. Conclusions All three sides need a strong public service-tv in democratic meaning. SVT stands out as a strong, purposeful and development oriented company. Still, during the last couple of years it has started to lose its selfconfidence. ”Free TV” can to a certain extent be regarded as a result of this feeling. Besides, the freedom of SVT is not at all self-explanatory, on the contrary it has to defend itself constantly. Considering all different internal ”affairs” and the occuring threats against its integrity, this can not be seen as an easy task. 2 INNEHÅLLSFÖRTECKNING 1. INLEDNING....................................................................................................................... 5 2. SYFTE............................................................................................................................... 6 3. TEORI OCH TIDIGARE FORSKNING .............................................................................. 6 3.1. Medierna och demokratin ........................................................................................ 6 3.2. Medieideologier ........................................................................................................ 7 3.2.1. Frihetsteorin....................................................................................................... 7 3.2.2. Den sociala ansvarsideologin........................................................................... 8 3.3. Public service som uppdrag .................................................................................... 8 3.3.1. Begreppet public service .................................................................................. 9 3.3.1.1. Institution eller företag?................................................................................10 3.3.2. Public service i EU............................................................................................10 3.3.3. Svensk public service ......................................................................................10 3.3.3.1. Från ett enkelt till ett utvidgat monopol.........................................................11 3.3.3.2. Den successiva monopolbrytningen.............................................................12 3.3.3.3. En tid av konkurrens ....................................................................................13 3.3.3.4. Framtiden.....................................................................................................14 3.3.3.5. SVTs ägare..................................................................................................14 3.3.3.6. Bolagets styrelse..........................................................................................15 3.3.3.7. SVTs organisation........................................................................................15 3.3.3.8. Riktlinjer från staten .....................................................................................16 4. BAKGRUNDSINFORMATION .........................................................................................17 4.1. Lars Enqvist.............................................................................................................17 4.2. ”Fri tv”......................................................................................................................18 4.3. Tidningar ..................................................................................................................18 4.3.1. Dagens Nyheter (DN) ........................................................................................18 4.3.2. Göteborgs–Post (GP) .......................................................................................19 4.3.3. Ledarsidor .........................................................................................................19 5. MATERIAL OCH AVGRÄNSNING ..................................................................................20 5.1. Studieobjekt.............................................................................................................20 5.2. Annat underlag ........................................................................................................20 6. METOD ............................................................................................................................21 3 6.1. Kritisk diskursanalys...............................................................................................21 6.2. Analysens två nivåer ...............................................................................................22 6.3. Att undvika subjektivitet .........................................................................................23 6.4. I praktiken ................................................................................................................23 7. NU ÄR DET DAGS FÖR ANALYS...................................................................................23 7.1. SVTs ”VD har ordet” 2000.......................................................................................23 7.2. SVTs ”VD har ordet” 2001.......................................................................................25 7.3. SVTs ”VD har ordet” 2002.......................................................................................27 7.4. SVTs ”VD har ordet” 2003.......................................................................................28 7.5. SOU 2000:55: ”Utgångspunkten för utredningens arbete” ..................................30 7.6. SOU 2 005:1: ”Utgångspunkter för kommitténs arbete”.......................................32 7.7. DN: ”Hur ser friheten ut för svensk television”.....................................................33 7.8. GP: ”SVT är inget vanligt företag”..........................................................................35 7.9. DN: ”Javisst, herr minister”....................................................................................37 7.10. GP: ”Stoppa det politiska frälset” ........................................................................38 8. DISKUSSION...................................................................................................................40 8.1. SVT-diskurs..............................................................................................................40 8.2. Den statliga diskursen ............................................................................................42 8.3. Tidningsdiskursen...................................................................................................43 8.4. Till slut......................................................................................................................44 9. KÄLLFÖRTECKNINGAR.................................................................................................47 10. BILAGOR • Studieobjekt (bilaga 1 – 10) • Analysmall (bilaga 11) 4 1. INLEDNING Det är början av 1950-talet och i Sverige debatteras allt mer om ett nytt medium - om television. Den är redan introducerad i USA och Storbritannien men i Sverige är åsikterna delade. Vissa menar att tv är en typisk amerikansk produkt som det svenska folket inte behöver, andra är rädda att det nya mediet kan vara banaliserande och de tredje är entusiastiska. Men så småningom är kraven på införande av tv allt starkare. Resultatet är först regelbundna försökssändningar och senare, 1956, ett av riksdag fattat beslut om utbyggnad av en television som skulle nå folket i hela landet. Televisionen expanderar mycket snabbt och dess verksamhet beskrivs som ett ”reglerat oberoende”. Staten bedömer att televisionen i sin programverksamhet ska vara oberoende av både statsmakten och kommersiella krafter. På 1960-talet börjar det dessutom betonas televisionens public