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Welcome Inside The Casino Cottage: Challenging the Notions of “Risk” in Online Casino Advertising through a Context-Attentive Discourse Analysis of a Swedish Brand’s Ad Videos from 2014-2022
Örebro University, School of Humanities, Education and Social Sciences. (Discourse, Communication & Media)ORCID iD: 0000-0001-8327-4231
2023 (English)In: Critical Gambling Studies, E-ISSN 2563-190X, Vol. 4, no 1, p. 38-52Article in journal (Refereed) Published
Abstract [en]

Gambling advertising’s use of celebrities, humor, and representations of happy people who Win Big, in narratives told in brash colored, high-pitched ads, are argued to increase the risk for gambling problems, or worse, addiction. Online casino ads have been subject to particular legislative attention partly for these reasons, as well as for being increasingly targeted to women who, by some, are judged to be especially vulnerable to such marketing. This paper presents a context-attentive, multimodal discourse analysis of a Swedish online casino brand’s advertising videos from 2014-2022. The study illustrates how general statements regarding risk in relation to (online casino) gambling ads’ content dramatically reduces their potential cultural significance to audiences. It is argued that one should, to a greater extent, treat these adverts as complex and socio-culturally rooted texts whose content may not so easily be written off as simply “risky,” to women or otherwise.

Place, publisher, year, edition, pages
Alberta: University of Alberta , 2023. Vol. 4, no 1, p. 38-52
Keywords [en]
multimodal discourse analysis, online casino advertising, risks, Sweden, feminization
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-105327DOI: 10.29173/cgs148Scopus ID: 2-s2.0-85169049092OAI: oai:DiVA.org:oru-105327DiVA, id: diva2:1748593
Available from: 2023-04-03 Created: 2023-04-03 Last updated: 2025-02-07Bibliographically approved

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Kroon, Åsa

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf