Som man betalar får man banta. En kvalitativ analys av hur traditionella nyhetsmedier gestaltar Ozempic

Abstract

In the past year, Ozempic has been observed internationally, as well as in the Swedish press, due to its rapid rise in popularity, its off-label use for weight loss, and the ethical and societal debates surrounding availability and impact. The purpose of this study is to examine how Ozempic is portrayed in the four largest Swedish daily newspapers: Svenska Dagbladet, Dagens Nyheter, Expressen and Aftonbladet. The aim of the thesis is to identify the frames within which the drug is described to acquire knowledge of how it influences public perception of it. Every article published between the first of March until the first of November has been included in the study, if it bottoms in the defined phonomenon. The method used is a qualitative text analysis in consideration of Entman’s framing theory, which is focusing on identifying dominant themes, problem definitions, proposed solutions, and the actors attributed responsibility in the coverage of Ozempic in Swedish press. The results revealed that Ozempic is discussed within various frames in Swedish media. One of the most common frames in the articles is the access issues, regarding who has access to the medication and who does not, which has shaped the overall discussion. Furthermore differences between morning and evening press were identified. The morning press was more factual and informative, with a focus on research, whereas the evening press tended to adopt a more sensationalist approach, often emphasizing individual stories. The study also confirmed earlier research regarding gender, socials and economics. Gender stood out since the portrayal of Ozempic in articles often has a focus on women. This is evidenced by imagery and narratives centered on women’s bodies, particularly in relation to weight loss.