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Maria Edström

New partnerships and problems when funding content in commercial broadcasting

The latest Audio Visual Media Service Directive (AVMSD) from the European Commission has sharpened regulations concerning improperly promotion and product placement in radio and television. In sum, the broadcasters must inform the viewers about product placement if they have gained from it financially. However there are several ways to round these regulations by using production companies and media brokers/agencies. This paper explores some case studies of Swedish commercial broadcaster TV4 from the latest years where improperly promotion of commercial interests and product placement have been questioned. These market driven changes is contextualised in the perspective of the increasing advertising fatigue among the audience.


Maria Edstrom, PhD, Senior lecturer, is a former journalist who received her PhD in 2006. Her fields of interest are gender equality, human rights and freedom of expression. She has served as a research officer at the Swedish secretariat for gender research (2011-2012) and at Nordicom (2012-2014). She is currently involved in two research projects: Market driven Freedom of Expression and Comparing gender and media equality across the globe. Between 2007-2015 she was a member of the Swedish Broadcasting Commission.

Recent publications:
The Trolls Disappear in the Light: Swedish experiences of mediated sexualized hate speech in the aftermath of Behring Breivik Specail issue The International Journal for Crime, Justice and Social Democracy (Forthcoming)

Svensson, Eva-Maria & Edström, Maria (2014) Freedom of expression vs. gender equality - conflicting values when regulating gender stereotypes in advertising (2014). Tidsskrift for Rettsvitenskap, vol. 127, 5/2014, s. 479-511.

Edström, Maria (2015). The role of the Internet and new media: amplifier of gender inequalities or vehicle for change?. Visions for Gender Equality. s. 89-92

Sidansvarig: Christine Forssell|Sidan uppdaterades: 2015-09-28

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