Lindeman Mikaela, Männistö-Inkinen Vilja, Hellman Matilda, Kankainen Veera, Kauppila Emmi, Svensson Johan, Nilsson Robin
University of Helsinki, Helsinki, Finland.
Swedish Council for Information on Alcohol and Drugs (CAN), Stockholm, Sweden; and Stockholm University, Stockholm, Sweden.
Nordisk Alkohol Nark. 2023 Feb;40(1):40-60. doi: 10.1177/14550725221111317. Epub 2022 Nov 24.
This is a first audit of how gambling operators in Finland and Sweden address citizens on social media. The study is able to pinpoint some differences between how gambling operators utilise social media in a state monopoly system (Finland) and in a license-based regulatory framework (Sweden). Curated social media posts from Finland- and Sweden-based accounts in national languages were collected from March 2017, 2018, 2019 and 2020. The data ( = 13,241) consist of posts published on YouTube, Twitter, Facebook, and Instagram. The posts were audited in terms of frequency of posting, content and user engagement. Operators in both countries were, in general, active on their social media accounts, but there was a decline in number of posts between 2017 and 2020. A substantial number of the analysed posts did not visually portray gambling or games. In the Swedish license system, operators seem to present themselves more straightforwardly as gambling companies, whereas in the Finnish monopoly system the image was more tied to a social role of public good doing. Beneficiaries of gambling revenues became less visible in the Finnish data over time.
这是对芬兰和瑞典的赌博运营商如何在社交媒体上与公民沟通的首次审计。该研究能够找出赌博运营商在国家垄断体系（芬兰）和基于许可证的监管框架（瑞典）中利用社交媒体方式的一些差异。从2017年、2018年、2019年和2020年收集了以芬兰语和瑞典语发布的来自芬兰和瑞典账户的精选社交媒体帖子。数据（共13241条）包括在YouTube、Twitter、Facebook和Instagram上发布的帖子。从发布频率、内容和用户参与度方面对这些帖子进行了审计。总体而言，两国的运营商在其社交媒体账户上都很活跃，但2017年至2020年期间帖子数量有所下降。大量被分析的帖子在视觉上并未描绘赌博或游戏。在瑞典的许可证制度下，运营商似乎更直接地将自己展示为赌博公司，而在芬兰的垄断制度下，形象更多地与公益事业的社会角色联系在一起。随着时间的推移，芬兰数据中赌博收入受益者的形象变得不那么明显了。
