Vad säger tavlan? : En kvalitativ intervjustudie om unga kvinnors uppfattningar och relation tilldrinkmotiv i hemmet

Sammanfattning

This study aims to investigate the painting as a medium for visual communication, with a particular focus on how drink motifs are represented and perceived within this format. Compared to more established media forms such as film, advertising, and social media, paintings as carriers of communication have received relatively limited attention in scholarly research. This has created a research gap concerning the role of visual art – and specifically paintings – as arenas for communication, particularly regarding the shaping and transmission of cultural conceptions of alcohol. The overarching goal of the study is to analyze how paintings featuring drink motifs are experienced by individuals who choose to display these works in their homes. Special emphasis is placed on how the motif relates to the owner’s identity, lifestyle, and aesthetic preferences. Furthermore, the study seeks to illuminate how alcohol as a visual motif is interpreted from social and cultural perspectives. The study is grounded in three central research questions:1. In what ways does the painting communicate aspects related to the respondent’s identity and lifestyle?2. How are paintings with drink motifs evaluated in terms of their aesthetic design and subject matter?3. How do respondents perceive alcohol as a motif in art? As a delimitation, the study focuses on works featuring drink motifs by Elin PK, a contemporary artist known for her vibrant illustrations of cocktails. Her distinctive visual style and established presence on social media provide a relevant basis for selection. The theoretical framework draws on semiotics, habitus, social identity theory (SIT), normalization theory, and the mere exposure effect. These perspectives deepen the understanding of how visual expressions in art and interior decoration communicate and create meaning for the viewer. This qualitative study is based on eight semi-structured interviews with women aged 18 to 30 who own paintings with drink motifs by Elin PK. The interviews were structured around themes such as identity, home, social media, alcohol, and the artist’s work. The study’s findings and conclusions were derived from this material. The results indicate that paintings with drink motifs serve multiple functions: they are primarily perceived as aesthetically appealing, act as expressions of personal identity, and symbolize social belonging. Although the motif itself holds significance, the colors and visual style are generally appreciated most. Social media plays a central role in the dissemination of these paintings and influences consumer choices. Within this context, the alcohol motif is regarded as a normalized and de-dramatized element of everyday life. However, some respondents express a degree of awareness that the motif may be perceived as problematic or controversial depending on context and individual experiences, although this does not substantially affect their appreciation. Consequently, the study contributes to a deeper understanding of how art featuring drink motifs relates both to individual expressions and prevailing societal norms.