Sökresultat

This study investigates how a commercial company constructs discursive legitimacy in a paradoxical communicative context. Patagonia serves as an illustrative case to investigate how the company manages inherent tensions operating as an activist commercial brand. The analysis draws on Vaara et al.’s discursive legitimation theory and Fairclough´s discourse analysis tools to examine how legitimacy i

Syftet med denna multimodala kritiska diskursanalys är att studera hur Klarnas marknadsföring på sociala mediekanalen Instagram konstruerar ett symboliskt “vi”, och därigenom ett implicit “dom”. Studien syftar till att bidra med kunskap om hur kommunikation bidrar till konstruktion av sociala identiteter och en känsla av gemenskap gentemot fintech-varumärken. Analysen fokuserar på företaget KlarnaThe purpose of this multimodal critical discourse analysis is to examine how Klarna’s marketing on the social media platform Instagram constructs a symbolic “we”, and thereby an implicit “them”. The study aims to contribute knowledge about how communication contributes to the construction of social identities and the sense of community in relation to fintech brands. The analysis focuses on the mar

Denna studie undersöker hur ansvar, risk och handlingsberedskap konstrueras genom multimodala uttryck i Myndigheten för civilt försvars (MCF) broschyrer riktade till hushåll respektive företag. Studien analyserar även hur mottagarna positioneras som samhälleliga subjekt och hur dessa positioner skiljer sig mellan de två broschyrerna. Med utgångspunkt i ett Foucauldianskt perspektiv på governmental

This study explores how young consumers perceive and interpret AI-generated video advertisements designed to resemble user generated content (UGC) on social media. As digital marketing has shifted toward more interactive and relationship-oriented communication, authenticity and credibility have become central factors influencing audience attitudes, while advances in generative AI now enable conten

In today’s media landscape, popular cultural narratives play an increasingly important role in how places are understood and experienced. This study examines how these narratives are integrated and transformed within strategic place communication. By analyzing Visit Malmö’s communication surrounding the Netflix series Diary of a Ditched Girl, the study aims to contribute to the understanding of ho

I takt med att offentliga institutioner i allt högre grad använder sociala medier har plattformar som TikTok blivit viktiga verktyg för att nå yngre målgrupper. Denna studie undersöker hur unga vuxna mellan 18 och 20 år uppfattar och tolkar Försvarsmaktens kommunikation på TikTok, med fokus på govtainment, humor, informellt tilltal och institutionell trovärdighet. Utifrån ett mottagarperspektiv un

This thesis examines how corporate heritage brands communicate their heritage within immersive digital gaming environments and how such environments shape heritage communication. Through a qualitative multimodal analysis of Burberry's engagement on Roblox and Minecraft, the study explores how heritage is translated through visual, spatial and interactive elements within platform-specific desig

Denna studie analyserar hur Swedbanks kriskommunikation förändras under perioden 2017-2023, med fokus på VD-ord i bankens integrerade års- och hållbarhetsredovisningar. Studien undersöker hur dessa förändringar kan förstås i termer av legitimitetskonstruktion genom varumärkesidentitet, image repair-strategier och diskursiva legitimeringsprocesser. Analysen struktureras utifrån tre krisfaser: en fö

Studien syftade till att bidra till forskningsfältet, strategisk kommunikation och digitala medier. Detta genomfördes genom att undersöka hur olika röster konstruerar krisnarrativ och hur dessa narrativ interagerar inom den retoriska arenan. Ett kvalitativt tillvägagångssätt med abduktiv ansats tillämpades, med den norska kungafamiljens kris som fallstudie. Datan analyserades genom en narrativ ana

This thesis explores how sensemaking is constructed and negotiated in internal change communication during an organisational merger, specifically within an institution where communicative expertise is central to its professional identity. The study draws on Weick’s sensemaking theory, Gioia and Chittipeddi’s sensegiving, and Lewis’s communication-centered approach to organisational change to analy

The ongoing environmental crisis is not only one of material proportions, but also symbolically manifested in a severe human-nature divide. Given communication’s constitutive power in shaping understandings of nature, destination branding has been criticised for reproducing anthropocentric representations through commodifying nature. While previous research has demonstrated that folkloric tales ma

This thesis examines how the Swedish public service broadcaster, Sveriges Radio, navigates the transition from traditional linear broadcasting to digital platform-driven communication. Through a qualitative content analysis of a campaign on social media, the study explores how the institution utilizes strategic framing, risk communication, and platform logic to reach Generations Z and Alpha. Emplo

This study examines the crisis communication of the Swedish and Norwegian royal houses in relation to the Jeffrey Epstein scandal. While Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT) are built on a corporate logic of interchangeable leadership and organizational accountability, this thesis addresses an application gap: monarchies are institutions where legitimacy is

Sveriges inträde i Nato år 2024 markerade ett betydande säkerhetspolitiskt skifte efter över 200 år av militär alliansfrihet. Det blev ett förändrat säkerhetsläge i Europa efter Rysslands invasion i Ukraina och detta ledde till att Sverige tillsammans med andra europeiska länder tog sig an nya försvarsstrategier som svar på förändringen. Försvarsindustrin är en moraliskt kontroversiell bransch somSweden’s accession to NATO in 2024 marked a significant shift in security policy following more than 200 years of military non-alignment. The security situation in Europe changed following Russia’s invasion of Ukraine, leading Sweden, along with other European countries, to adopt new defence strategies in response to these developments. The defence industry is a morally controversial sector that r

As influencers infiltrate political institutions, they are fundamentally redefining the rules of political expertise. This paper examines Fidias Panayiotou, a YouTuber turned Member of the European Parliament (MEP), and his strategic practice of an amateur persona. The study adopts a qualitative case study design and multimodal content analysis to investigate Fidias’s construction of political ide

Användningen av artificiell intelligens bland organisationer har blivit en allt mer framträdande del i organisationers externa kommunikation. Samtidigt förknippas AI med både möjligheter och stor osäkerhet, vilket skapar en kommunikations utmaning för organisationer som vill framställa tekniken som innovativ, legitim och pålitlig. Denna studie undersöker hur AI-kommunicerande tjänsteföretag framstThe use of artificial intelligence by organizations has become an increasingly prominent element in organizations' external communication. At the same time, AI is associated with both strong opportunities and significant uncertainty, creating a strategic communication challenge for organizations seeking to present the technology as innovative, legitimate, and trustworthy. This study examines h

Framväxten av AI-genererade modeller har skapat nya förutsättningar för produktionen av visuellt innehåll inom digital marknadsföring. Det som tidigare krävde modeller, fotografer och fysisk produktion kan nu skapas digitalt, vilket gör AI-genererade modeller till en allt mer omdiskuterad praxis inom digital marknadsföring. Syftet med denna studie är att undersöka hur unga kommunikationsprofessionThe emergence of AI-generated models has introduced new conditions for the production of visual content in digital marketing. What once required models, photographers, and physical production can now be generated digitally, making AI-generated models an increasingly contested practice in digital marketing. This study aims to examine how young communication professionals in Sweden reason about comp

Cellular reprogramming is the process of converting cells from one cell type to another. The ability to generate specific cell types is useful when constructing models of development and disease, and reprogramming could potentially be used for regenerative therapy in the future. However, applications are limited by the low reprogramming efficiency of existing protocols. The goal of this thesis was

Virtual sensors implemented in vehicles enable the prediction of forces experienced during their operational lifetime and thus allow an extension of durability assessment into the operational phase of customer vehicles. Due to limited computational capacity of onboard electronic control units, full-scale deep learning models are often too expensive for real-time operation. As a result, compact ne

In the times of electrification, energy storage becomes increasingly important when incorporating more variable renewable energy production (VRE) into the power system. Combined with large revenues connected to ancillary service markets and cheaper technology, battery energy storage systems (BESS), have sparked an interest amongst investors. The effect is a major increase of BESS connection reques