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  • 1.
    Holmén, Martin
    Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
    Agenda-setting, policyprocess & Kingdon: – En studie av restaurangmomsen2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    What attribute affects salience on a political agenda? How come some reforms are implemented while others are not? These are essential and central questions for our society. Our society, our democracy and our everyday life are dependent of these factors; communication is the condition. In the 2011 budget from the Swedish conservative government, the question of lowering the VAT on restaurant- and catering services was the single most debated reform. This was occasioned from 2009 when the European Union allowed, for the first time since Swedish entry in 2005, a lower VAT on restaurant services. Since then Finland, Belgium and France had lowered their VAT on restaurant services and now Sweden had decided to follow suit. On January 2012 the Swedish government halved the VAT on restaurant services from 25 per cent to 12 per cent. This essay deals with the processes that lead up to the implementation earlier this year, from a media- and communications perspective. For this purpose, central players of the VAT reform have been interviewed as well as a comprehensive study of the relevant documents on this subject. Agenda setting theory derived from John W. Kingdon and Maxwell McCombs makes up the theoretical framework for this essay in its endeavour to seek out answers to who, why and what lead up to the lowering of the Swedish VAT on restaurant services in 2012. In the beginning of the 1990s the question of a lowered VAT on restaurant service was raised when the VAT on groceries was lowered which created an unfair competition between restaurants and supermarkets. The restaurant enterprises have since lobbied for a lowering of the restaurant VAT. With the new conservative government coming to power in 2006 a change of political agenda followed which resulted in a new approach towards the issue. With regards to Kingdons agenda setting theory this essay conclude that the single most important issue for the reduction of VAT on restaurant services was to tackle the high levels of unemployment. In particular for those with a weak position in the labour market, such as adolescents, immigrants and uneducated citizens. While among the most important actors in the issue where the conservative coalition government as well as the socialist opposition, the restaurant enterprise organization SHR and the restaurant union HRF.

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