Examinator: Fredrik Norén Medialisering av Allsvenskan – en konsekvens av covid-19? Abstract Hur resonerar allsvenska klubbar om medialiseringens inflytelse och vilken roll har covid-19 spelat i den utvecklingen? Ur ett konstruktivistiskt perspektiv har jag utfört kvalitativa intervjuer med kommunikationsansvariga från sju olika allsvenska klubbar. Med ett institutionellt teoretiskt perspektiv söker studien belysa medialiseringens inflytelse på svensk elitfotboll i en covid-19 kontext. Intervjupersonernas upplevelser visar att mediernas relevans ökar inom allvenskan. Pandemin har accelererat medialiseringsprocessen, där klubbarnas kommunikation till supportrar, sponsorer och intressenter idag är genomsyrad av medier. Jag argumenterar även för att klubbarnas karaktär, funktion och struktur har ändrats som en konsekvens av covid-19. Klubbarna agerar idag både som underhållningsbolag, vinstdrivande företag och idrottsförening. Studien belyser allsvenska klubbars speciella situation i den moderna fotbollen. Där de dels slåss med internationella giganter och samtidigt drivs av lokala arbetskrafter. Sökord: medialisering, institutioner, digitalisering, specialisering, kommersialisering, fotboll, Allsvenskan, covid-19, den moderna fotbollen Rubrik: Medialisering av allsvenskan - en konsekvens av covid-19? En kvalitativ studie om mediers ökade inflytelse i svensk elitfotboll Författare: Jonathan Lindgren Examensarbete i Medie- och kommunikationsvetenskap, 15 hp Konst, kultur och kommunikation (K3) Fakulteten kultur och samhälle Malmö Universitet Examinator: Fredrik Norén Handledare: Per Möller Vårterminen 2021 Jonathan Lindgren, MKV Examensarbete 2021 2 Medialisering av Allsvenskan – en konsekvens av covid-19? English Abstract How does football clubs in Sweden's highest league reason about mediatizations influence and what role has covid-19 played in this development? I have conducted qualitative interviews from a constructivist perspective with communication managers from seven clubs. With an institutional theoretical perspective, this study has the ambition to show mediatization's influence on Swedish elite football in a covid-19 context. The interviewees experience that the relevance of media has increased. Which is a consequence of change in the society on one hand and covid-19 on the other hand. The pandemic has accelerated the mediatization process, where the club's communication with supporters, sponsors and other stakeholders have been influenced by the media. I argue that the clubs have changed character, function and structure as a consequence of covid-19. Today they act both as an entertainment company, commercialized company and also a sports association. The study demonstrates swedish football clubs' special situation in relation to modern football. Where they partly compete with international gigants while still being driven by a local workforce. Keywords: Mediatization, institutions, digitalization, specialization, commercialization, football, Allsvenskan, covid-19, the modern fotball Heading: Mediatization of Allsvenskan - a consequence of covid-19? A qualitative study about medias influence in Swedish elitefootball Author: Jonathan Lindgren Final Exam Project in Media and Communication Studies School of Arts and Communication (K3) Faculty of Culture and Society Malmö University Supervisor: Per Möller Examiner: Fredrik Norén Spring of 2021 Jonathan Lindgren, MKV Examensarbete 2021 3 Medialisering av Allsvenskan – en konsekvens av covid-19? Innehållsförteckning 1. Inledning ....................................................................................................................................................................... 6 1.1 Uppsatsens disponering ............................................................................................................................................................... 6 2. Syfte och frågeställningar ............................................................................................................................................ 7 2.1 Syfte....................................................................................................................................................................................................... 7 2.2 Frågeställningar ........................................................................................................................................................................ 7 3. Kontextualisering ...................................................................................................................................................... 8 3.1 “Den moderna fotbollen” ............................................................................................................................................................. 8 3.2 Covid-19 i världen, Sverige och inom fotbollen .................................................................................................................. 8 4. Tidigare relevant forskning .................................................................................................................................. 9 4.1 Medier och sport .............................................................................................................................................................................. 9 4.2 Medier och sport – kommersialisering, globalisering och digitalisering ............................................................... 9 4.3 Fotbollsklubbar som medieinstitutioner ............................................................................................................................ 10 4.4 Hur fotbollsklubbar anpassat sitt innehåll under Covid-19 ....................................................................................... 11 5. Teoretiskt perspektiv ............................................................................................................................................ 13 5.1 Medialiseringens centrala perspektiv .................................................................................................................................. 13 5.2 Media som institution, teknologi och ”värld” .................................................................................................................... 13 5.2.1 Teknologiska perspektivet ............................................................................................................................................13 5.2.2 Media som värld ..................................................................................................................................................................14 5.2.3 Media som institution ......................................................................................................................................................14 5.3 Medialiseringens olika dimensioner ..................................................................................................................................... 15 5.4 Medialisering som panorama .................................................................................................................................................. 15 5.5 Summering av teori...................................................................................................................................................................... 16 6. Metod och material ...................................................................................................................................................... 16 6.1 Kvalitativ livsvärldsintervju ..................................................................................................................................................... 17 6.1.2 Utförande och analys ........................................................................................................................................................17 6.2 Urval ................................................................................................................................................................................................... 18 6.2.1 Presentation av intervjupersoner ..............................................................................................................................18 6.3 Metoddiskussion ............................................................................................................................................................................ 19 6.3.1 Validitet och reliabilitet ...................................................................................................................................................20 6.3.2 Etisk diskussion ..................................................................................................................................................................20 6.4 Genomförande ................................................................................................................................................................................ 21 7. Analys av det empiriska materialet ................................................................................................................. 22 7.1 Frandsens förändringsprocess ................................................................................................................................................ 22 7.1.1 Malmö FF ................................................................................................................................................................................22