Försvarsmakten – The force for everyone
This thesis aims to investigate and analyse Försvarsmakten's use of semiotic resources in their recruiting campaigns through a semiotic multimodal analysis. Försvarsmakten has been dominated by men for many years and now, in an attempt to change that, Försvarsmakten is targeting women to join the force. Advertising has in general been embossed with gender stereotypes for the last decennials bu
