Sverige, lovar guld och gröna skogar? - En multimodal analys av hur semiotiska resurser och visuell framing används inom platsvarumärkning
(2021) SKOK11 20211Department of Strategic Communication
- Abstract (Swedish)
- Turistindustrin runt om i världen fick snabbt anpassa sig till de restriktioner för resor som tillkom i samband med COVID-19. Visit Sweden, Sveriges officiella organisation för turism, bestämde sig för att lansera en kampanj som använder strategier inom platsvarumärkning för att uppmuntra svenskar att agera turister i sitt eget land. Studiens syfte var att undersöka hur semiotiska resurser, visuell framing och platsidentitet används för att kommunicera Sveriges platsvarumärke till den egna befolkningen. Det empiriska materialet består av tre videor och två citat från Visit Swedens hemsida. En kvalitativ ansats inom en socialsemiotisk tradition samt en multimodal metod användes. Färg, ljud, typsnitt, filter och komposition identifierades... (More)
- Turistindustrin runt om i världen fick snabbt anpassa sig till de restriktioner för resor som tillkom i samband med COVID-19. Visit Sweden, Sveriges officiella organisation för turism, bestämde sig för att lansera en kampanj som använder strategier inom platsvarumärkning för att uppmuntra svenskar att agera turister i sitt eget land. Studiens syfte var att undersöka hur semiotiska resurser, visuell framing och platsidentitet används för att kommunicera Sveriges platsvarumärke till den egna befolkningen. Det empiriska materialet består av tre videor och två citat från Visit Swedens hemsida. En kvalitativ ansats inom en socialsemiotisk tradition samt en multimodal metod användes. Färg, ljud, typsnitt, filter och komposition identifierades som semiotiska resurser. Genom framing teorin sågs de semiotiska resurserna som en helhet för att framställa den svenska visuella platsidentiteten. Genom resurserna färg, ljud och typsnitt kommuniceras Sverige som ett naturnära äventyr med en genomgående positiv tonalitet. Kampanjen inkluderar även symboler som ABBA och semlor som ofta associeras med Sverige tillsammans med filter som ger videorna ett retro intryck och en nostalgisk känsla, vilket framgick från resursernas filter och komposition. Medan detta förstärker platsidentiteten så bidrar inte kampanjen med nya symboler eller utmanar befintliga. Studien bidrar till fältet strategisk kommunikation och forskning om visuell platsvarumärkning genom att utöka synen på visuell platsvarumärkning i relation till visuell platsidentitet. Vidare forskning skulle gynnas av att undersöka hur liknande kampanjer blev mottagna av den inhemska målgruppen i relation till deras upplevda platsidentitet. (Less)
- Abstract
- The tourism industry worldwide had to adapt to the sudden travel regulations following COVID-19. Visit Sweden, Sweden's official organization for tourism, decided to launch a campaign using place branding strategies to encourage Swedes to explore and act as tourists in their own country. This study aims to examine how semiotic resources, visual framing and place identity are used to communicate Sweden´s place brand to a domestic target group in the campaign. The empirical material consists of three marketing videos and two quotes from the website. We chose a qualitative approach within a social semiotic tradition and used a multimodal method of analysis. The analysis identified the semiotic resources color, sound, font, filter and... (More)
- The tourism industry worldwide had to adapt to the sudden travel regulations following COVID-19. Visit Sweden, Sweden's official organization for tourism, decided to launch a campaign using place branding strategies to encourage Swedes to explore and act as tourists in their own country. This study aims to examine how semiotic resources, visual framing and place identity are used to communicate Sweden´s place brand to a domestic target group in the campaign. The empirical material consists of three marketing videos and two quotes from the website. We chose a qualitative approach within a social semiotic tradition and used a multimodal method of analysis. The analysis identified the semiotic resources color, sound, font, filter and composition and with the visual framing theory, an overall view of how the semiotic resources relates to the Swedish visual place identity were created. Sweden is communicated as an adventure close to nature with a positive tonality through colour, sound and font. The campaign also included symbols such as ABBA and “semlor” that are associated with Sweden together with filters that generates a nostalgic feeling, evident from the applied filter and composition. While this might reinforce the place identity it does not challenge or change it. In conclusion, the study contributes to the field of strategic communication and the research about visual communication in place marketing by broadening the view of visual place branding and visual place identity. Future research could benefit from how similar campaigns were received by the domestic target group in relation to their place identity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9048215
- author
- Zeneli, Matilda LU and Nilsson, Julia
- supervisor
- organization
- course
- SKOK11 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- place brand, place identity, semiotic resources, visual framing, strategic communication, COVID-19, platsvarumärkning, platsidentitet, semiotiska resurser, visuell framing, strategisk kommunikation
- language
- Swedish
- id
- 9048215
- date added to LUP
- 2021-06-16 09:36:29
- date last changed
- 2021-06-16 09:36:29
@misc{9048215,
abstract = {{The tourism industry worldwide had to adapt to the sudden travel regulations following COVID-19. Visit Sweden, Sweden's official organization for tourism, decided to launch a campaign using place branding strategies to encourage Swedes to explore and act as tourists in their own country. This study aims to examine how semiotic resources, visual framing and place identity are used to communicate Sweden´s place brand to a domestic target group in the campaign. The empirical material consists of three marketing videos and two quotes from the website. We chose a qualitative approach within a social semiotic tradition and used a multimodal method of analysis. The analysis identified the semiotic resources color, sound, font, filter and composition and with the visual framing theory, an overall view of how the semiotic resources relates to the Swedish visual place identity were created. Sweden is communicated as an adventure close to nature with a positive tonality through colour, sound and font. The campaign also included symbols such as ABBA and “semlor” that are associated with Sweden together with filters that generates a nostalgic feeling, evident from the applied filter and composition. While this might reinforce the place identity it does not challenge or change it. In conclusion, the study contributes to the field of strategic communication and the research about visual communication in place marketing by broadening the view of visual place branding and visual place identity. Future research could benefit from how similar campaigns were received by the domestic target group in relation to their place identity.}},
author = {{Zeneli, Matilda and Nilsson, Julia}},
language = {{swe}},
note = {{Student Paper}},
title = {{Sverige, lovar guld och gröna skogar? - En multimodal analys av hur semiotiska resurser och visuell framing används inom platsvarumärkning}},
year = {{2021}},
}