”Vem får kalla Zlatan zigenare?”

This paper examines the media image of the Roma people, through the use of a quantitative content analysis. The analysis examines headlines and sub-headlines that contain the terms ”roma”, ”gypsy” or ”EU-migrants” (in swedish) and other grammatical forms of those words. The study was performed in a programme called SPSS, where I could choose different variables (which I called categories) that would describe the different headlines. It was possible to choose multiple categories for each headline and for each headline, those categories that best described the headline were chosen. The result of the study showed the overall portrayal of the Roma people in the two newspapers Dagens Nyheter and Aftonbladet, differences between the two newspapers, differences over time and how the use of the different terms looked like. The categories were ”demanding/complaining/mentally violated (roma)”, ”exotification”, ”poverty/misery”, ”racism”, ”discrimination”, ”everyday/common news”, problematic (roma), culture, vulnerable (roma), genocide, ”those people (we and the others)”, ”prejudice”, ”sensation”, ”roma that is given something”, good for the society (roma), ”feel good”, ”the roma registry”, ”begging”, ”deportation” and ”not clear”. The study and the analysis were based on the theories that are the base of this paper, with the power of the stereotypes, post colonialism, agenda setting and framing serving as the most important theories. The result of the analysis showed that the Roma people are mostly being portrayed in negative contexts, are being stereotyped or exotified, There is a difference over time, where exotification and ”we and the others” become less common the closer you get to present time. The coverage of vulnerable Roma, racism and discrimination rise to the roof the closer you get to present time. Not only the negative contexts become more common, but the Roma people are also being mentioned more in articles about common, everyday topics – where they are not only representatives of the Roma people as a group and where their actions are not made in to sensational things. The differences between the two papers are not exceptionally big, but in those areas where you can see a difference, it’s clear that Aftonbladet prioritises those news that are interesting from a market point of view, while Dagens Nyheter focuses more on what is important according to the norm.