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Spreading Like a Wildfire - Online and Offline: A qualitative analysis of Facebook as a crisis communication tool in Sweden

Fridlund, Julia LU ; Andersson, Anneli LU and Herrström, Anja LU (2015) SKOK01 20151
Department 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)
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author
Fridlund, Julia LU ; Andersson, Anneli LU and Herrström, Anja LU
supervisor
organization
course
SKOK01 20151
year
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},
  keyword      = {wildfire,disaster,Facebook,crisis communication,social media,trust,public organization,recipient perspective,kriskommunikation,sociala medier,katastrof,brand,förtroende,offentlig organisation,mottagarperspektiv,Västmanland},
  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},
}