【正文】 wedish west coast. Historically, the image of Goteborg is marked by its ports, its shipyards and its mechanical industries. Being the nation’s face towards the North Sea and the Atlantic, this is the city from which the trans Atlantic steamers once departed. It is also the home of panies like SKF and Volvo. However, like many other industrial cities, Goteborg has during the past three decades gone through a kind of identity crisis. Most of the shipyards have closed down。 the ports are not as busy as they used to be。 and Volvo Cars is now a luxury brand within the Ford Motor Company. This identity crisis is also expressed through several postindustrial tendencies. Industrial areas, notably the former shipyards, have been transformed into office space, apartments and hotels (like Docklandsin London) and workingclass neighbourhoods have been restored and gentrified. There is also a very dominant cultural policy taking form. The new image of Goteborg is that of the event city— a city that will attract major cultural events, sports events and industrial exhibitions. At the same time, contemporary image creators, architects and city planners are careful to preserve the historical heritage of Goteborg. The modern narrative is the anchoring of the postmodern image. The Empirical Study The study to be presented is based on both qualitative and quantitative interview data. First, an analysis has been made of ualitative interviews gathered within the research project ‘Cultural Identities in Transition’ (CIT). A total of 41 respondents in the Goteborg region were interviewed about their lifestyles in general and media consumption in particular. The interviews were carried out during 1997/98 at four different locations: the inner city。 the affluent western suburbs。 the northern workingclass suburbs。 and, a rural village about an hour’s journey from Goteborg. The reason for choosing particular districts was not primarily about enabling parisons between neighbourhoods— although such parisons often prove to be fruitful. The specific neighbourhoods were not of interest per se. However, starting in different neighbourhoods was a good way to structure the material, due to the segregated character of larger cities like Goteborg. Then, in all districts, 浙江農(nóng)林大學本科畢業(yè)設計（論文） 3 respondents were gathered of different age, gender and occupation. In this analysis, the focus is upon those respondents who more or less actively take part in urban life. These are all found within the wider metropolitan area of Goteborg, rather than in rural villages. Nevertheless, the material is extremely rich and it is impossible to present it fully in a short article. Therefore, in order to keep the discussion as clearcut as possible, the arguments are illustrated by means of just a few interesting cases. Secondly, in order to locate the qualitative results within a more general pattern, the study utilises 1997 data gathered from the annual ‘Orvesto Konsument’ survey, conducted by the Sifo research institute. The survey is based on a quite extensive questionnaire covering a broad range of topics, focusing upon values, opinions, lifestyle practices, consumption habits, brand preferences, media habits and so on. Since the Orvesto survey piles the answers from about 30 000 respondents (a representative selection of the Swedish population between 15 and 79 years of age), the material can also be broken down into a great number of subcategories without losing statistical significance— which is a great advantage for those who want to identify and describe particular market segments. For the present pu