RENOVERA FÖR RENOVERINGS SKULL En studie av trender och influenser i medias porträttering av renovering

Abstract

New homeowners will often initiate renovation projects during the first few months of owning their property. With each renovation there is a great risk of loss in cultural heritage, as it is common to change the fixed interior design when renovating. New styles and trends are advocated for daily in media and social media. Different variations of redevelopment are also advocated in broker advertisements. The private individuals who are confronted with this information daily are lulled into a narrative which claim that renovation is inevitable upon entry. The purpose of this essay is to see how Swedish media portrays renovation and how it affects the public in renovation projects. This essay aims to examine and analyze the language in media through discourse analysis with a hermeneutic approach. The material consists of interviews with experts with an ethnological background as well as television programs, articles, and social media. The material is discussed in a comparative study.