Mid Sweden University

Problem definition and purpose: In 2015, the newspapers sports columns is filled with opinions and analyzes of the events foretold by self-proclaimed experts, sports journalists at the newspapers, This is done to market themselves and their employer, create a relationship with their readers and stand out from the competition. In this thesis we researched two Swedish tabloids, to try to establish whether there has been a notable change in opinions on the sports sections during the last twenty years.

Method and material: Quantative content analysis of sport pages of Swedish tabloids Aftonbladet and Expressen during 4-10 November 1995, 2005 and 2015. By identifying how many of the published articles that can be categorized as opinions, and by measuring those articles in square centimeter, we are using graphs and tables to show how the opinion-based material has changed fron 1995 until 2015.

Main result: The thesis shows an increasing in opinions and opinion based journalism in Swedish tabloids sport pages over the course of a twenty-year period.