Receptet på digital Co-creation, genom känslor: En kvalitativ studie om UNICEFs digitala budskapsspridning
(2014) SKDK01 20141Department of Strategic Communication
- Abstract
- Today's fast growing digital and technical society have made it possible for several different approaches for organizations to create an experience for the audience. Through good communication and presence in digital and social media, organizations can encourage the audience to a change in their behavior through feelings. In this study, the aim is to investigate, analyze and understand how the non-profit organization UNICEF communicates through their digital presence to influence the audience to become co-creators. The study is based on a qualitative approach in forms of document analysis and image association tests, for the collection of the empirical material as required, in relation to the purpose of the study and issues. UNICEF... (More)
- Today's fast growing digital and technical society have made it possible for several different approaches for organizations to create an experience for the audience. Through good communication and presence in digital and social media, organizations can encourage the audience to a change in their behavior through feelings. In this study, the aim is to investigate, analyze and understand how the non-profit organization UNICEF communicates through their digital presence to influence the audience to become co-creators. The study is based on a qualitative approach in forms of document analysis and image association tests, for the collection of the empirical material as required, in relation to the purpose of the study and issues. UNICEF communicates through captivating images and texts, in combination with urges to the society to spread the organization's message and values further, through social media. Organizations need to influence the audience emotions through texts and images and create an experience that motivates the audience to engage in activities. The study shows that there are different levels of digital engagement in the co-creation experience. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4464770
- author
- Storesund, Jonatan LU and Swarting, Carl LU
- supervisor
- organization
- course
- SKDK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- känslor., engagemang, relationsbyggande, digitala medier, strategisk kommunikation, co-creation, UNICEF
- language
- Swedish
- id
- 4464770
- date added to LUP
- 2015-01-14 16:01:20
- date last changed
- 2015-01-14 16:01:20
@misc{4464770,
abstract = {{Today's fast growing digital and technical society have made it possible for several different approaches for organizations to create an experience for the audience. Through good communication and presence in digital and social media, organizations can encourage the audience to a change in their behavior through feelings. In this study, the aim is to investigate, analyze and understand how the non-profit organization UNICEF communicates through their digital presence to influence the audience to become co-creators. The study is based on a qualitative approach in forms of document analysis and image association tests, for the collection of the empirical material as required, in relation to the purpose of the study and issues. UNICEF communicates through captivating images and texts, in combination with urges to the society to spread the organization's message and values further, through social media. Organizations need to influence the audience emotions through texts and images and create an experience that motivates the audience to engage in activities. The study shows that there are different levels of digital engagement in the co-creation experience.}},
author = {{Storesund, Jonatan and Swarting, Carl}},
language = {{swe}},
note = {{Student Paper}},
title = {{Receptet på digital Co-creation, genom känslor: En kvalitativ studie om UNICEFs digitala budskapsspridning}},
year = {{2014}},
}