Spreading Like a Wildfire - Online and Offline: A qualitative analysis of Facebook as a crisis communication tool in Sweden
(2015) SKOK01 20151Department of Strategic Communication
- Abstract
- As the climate on our planet is changing, natural disasters are occurring increasingly often, and Sweden is not an exception. At the same time, Facebook and other social media are more frequently used as crisis communication tools among public organizations. Traditionally, research within the field of Crisis Communication is pursued from a management perspective, and therefore this thesis uses a recipient perspective. With a starting point in the 2014 wildfire in the County of Västmanland, the greatest fire in modern Swedish history, this thesis explores what kind of information the public wants from a public organization on Facebook during a disaster, and how they prefer it to be communicated. Using qualitative interviews a conclusion is... (More)
- As the climate on our planet is changing, natural disasters are occurring increasingly often, and Sweden is not an exception. At the same time, Facebook and other social media are more frequently used as crisis communication tools among public organizations. Traditionally, research within the field of Crisis Communication is pursued from a management perspective, and therefore this thesis uses a recipient perspective. With a starting point in the 2014 wildfire in the County of Västmanland, the greatest fire in modern Swedish history, this thesis explores what kind of information the public wants from a public organization on Facebook during a disaster, and how they prefer it to be communicated. Using qualitative interviews a conclusion is reached, which suggests that the public wants correct and local information to be communicated in a quick and personal manner, and that trust is an essential factor in how the crisis communication on Facebook is perceived. This thesis was written by all three authors to an equal extent. (Less)
- Abstract (Swedish)
- I takt med att klimatet förändras ser vi allt oftare naturkatastrofer äga rum, och Sverige är inte undantaget från denna utveckling. Samtidigt blir Facebook och andra sociala medier ett allt vanligare verktyg för kriskommunikation i offentliga organisationer. Traditionellt har forskning inom kriskommunikation ett managementperspektiv och därför undersöker denna kandidatuppsats istället kriskommunikation från ett mottagarperspektiv. Genom kvalitativa intervjuer, och med utgångspunkt i den största branden i modern svensk historia, branden i Västmanland sommaren 2014, undersöks vilken information och hur människor vill att denna kommuniceras på Facebook under en katastrof. I slutsatsen föreslås det att allmänheten vill ha korrekt och lokal... (More)
- I takt med att klimatet förändras ser vi allt oftare naturkatastrofer äga rum, och Sverige är inte undantaget från denna utveckling. Samtidigt blir Facebook och andra sociala medier ett allt vanligare verktyg för kriskommunikation i offentliga organisationer. Traditionellt har forskning inom kriskommunikation ett managementperspektiv och därför undersöker denna kandidatuppsats istället kriskommunikation från ett mottagarperspektiv. Genom kvalitativa intervjuer, och med utgångspunkt i den största branden i modern svensk historia, branden i Västmanland sommaren 2014, undersöks vilken information och hur människor vill att denna kommuniceras på Facebook under en katastrof. I slutsatsen föreslås det att allmänheten vill ha korrekt och lokal information kommunicerad på ett snabbt och personligt vis, samt att förtroende spelar en viktig roll i hur man uppfattar kriskommunikation på Facebook. Arbetet kring detta examensarbete har till lika stora delar utförts av samtliga tre författare. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5467391
- author
- Fridlund, Julia LU ; Andersson, Anneli LU and Herrström, Anja LU
- supervisor
- organization
- course
- SKOK01 20151
- year
- 2015
- type
- M2 - Bachelor Degree
- subject
- keywords
- wildfire, disaster, Facebook, crisis communication, social media, trust, public organization, recipient perspective, kriskommunikation, sociala medier, katastrof, brand, förtroende, offentlig organisation, mottagarperspektiv, Västmanland
- language
- English
- id
- 5467391
- date added to LUP
- 2015-06-12 08:01:49
- date last changed
- 2015-06-12 08:01:49
@misc{5467391,
abstract = {{As the climate on our planet is changing, natural disasters are occurring increasingly often, and Sweden is not an exception. At the same time, Facebook and other social media are more frequently used as crisis communication tools among public organizations. Traditionally, research within the field of Crisis Communication is pursued from a management perspective, and therefore this thesis uses a recipient perspective. With a starting point in the 2014 wildfire in the County of Västmanland, the greatest fire in modern Swedish history, this thesis explores what kind of information the public wants from a public organization on Facebook during a disaster, and how they prefer it to be communicated. Using qualitative interviews a conclusion is reached, which suggests that the public wants correct and local information to be communicated in a quick and personal manner, and that trust is an essential factor in how the crisis communication on Facebook is perceived. This thesis was written by all three authors to an equal extent.}},
author = {{Fridlund, Julia and Andersson, Anneli and Herrström, Anja}},
language = {{eng}},
note = {{Student Paper}},
title = {{Spreading Like a Wildfire - Online and Offline: A qualitative analysis of Facebook as a crisis communication tool in Sweden}},
year = {{2015}},
}