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En studie över mediebilden av varumärket Malmö

Carlsson, Joakim LU and Alexander, Orlinge (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
In order to manage the image of a city in a highly medialized world it is important that
the key features of the brand is correlating with the overall media image. This paper
exams the impact of Malmö Stads vision-report in the media portrayal of the city between
1997-2012. The aim is to describe, explain and problematize the media image of
Malmö in the biggest swedish publications and compare that to the image that the city
of Malmö intends to communicate. The essay is based on a combined quantitative and
qualitative analysis of content in newspaper articles and official documents from the
city of Malmö. Our findings suggest that the attempts from citites to be regarded as attractive
in the eyes of external stakeholders, may... (More)
In order to manage the image of a city in a highly medialized world it is important that
the key features of the brand is correlating with the overall media image. This paper
exams the impact of Malmö Stads vision-report in the media portrayal of the city between
1997-2012. The aim is to describe, explain and problematize the media image of
Malmö in the biggest swedish publications and compare that to the image that the city
of Malmö intends to communicate. The essay is based on a combined quantitative and
qualitative analysis of content in newspaper articles and official documents from the
city of Malmö. Our findings suggest that the attempts from citites to be regarded as attractive
in the eyes of external stakeholders, may generate negative consequences for
the media image in terms of credibility. The discrepancy that arises when a brand's identity
as defined by the brand manager, in vital aspects does not correspond to how it is
represented in news media, could pose a threat to the city´s reputation and the way the
brand is perceived by both external and internal stakeholders. In order to achieve a
strong city brand it is crucial to consider and explore the city´s existing qualities before
defining what and where the city will be in the future. (Less)
Please use this url to cite or link to this publication:
author
Carlsson, Joakim LU and Alexander, Orlinge
supervisor
organization
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
City branding, mediebild, strategisk kommunikation, postindustrialism, Malmö, vision, platsmarknadsföring
language
English
id
3865251
date added to LUP
2013-06-25 13:54:13
date last changed
2014-09-04 08:36:23
@misc{3865251,
  abstract     = {In order to manage the image of a city in a highly medialized world it is important that
the key features of the brand is correlating with the overall media image. This paper
exams the impact of Malmö Stads vision-report in the media portrayal of the city between
1997-2012. The aim is to describe, explain and problematize the media image of
Malmö in the biggest swedish publications and compare that to the image that the city
of Malmö intends to communicate. The essay is based on a combined quantitative and
qualitative analysis of content in newspaper articles and official documents from the
city of Malmö. Our findings suggest that the attempts from citites to be regarded as attractive
in the eyes of external stakeholders, may generate negative consequences for
the media image in terms of credibility. The discrepancy that arises when a brand's identity
as defined by the brand manager, in vital aspects does not correspond to how it is
represented in news media, could pose a threat to the city´s reputation and the way the
brand is perceived by both external and internal stakeholders. In order to achieve a
strong city brand it is crucial to consider and explore the city´s existing qualities before
defining what and where the city will be in the future.},
  author       = {Carlsson, Joakim and Alexander, Orlinge},
  keyword      = {City branding,mediebild,strategisk kommunikation,postindustrialism,Malmö,vision,platsmarknadsföring},
  language     = {eng},
  note         = {Student Paper},
  title        = {En studie över mediebilden av varumärket Malmö},
  year         = {2013},
}