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Mångfaldens enfald - En diskursanalys med utgångspunkt i city branding av mångfaldsbegreppet i Malmö stads kommunikation

Hansson, Linda LU and Liljeqvist, Louise LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
City branding consists of the complicated task to communicate an entire city as one single brand. The city brand must satisfy the inhabitants’need to feel a sense of belonging without risking excluding outsiders. The choice of words of value must reflect the population’s characteristics, variations and capacities and at the same time be communicated consistently and coherently to stakeholders. Malmö has chosen to integrate the word "diversity" in their municipality slogan - a word that in itself might be interpreted in various ways. The paper centers around a discourse analysis of the word “diversity” and what meaning the word ”diversity” acquires in Malmö’s communication and how this co-relates to city branding.
The analysis showed that... (More)
City branding consists of the complicated task to communicate an entire city as one single brand. The city brand must satisfy the inhabitants’need to feel a sense of belonging without risking excluding outsiders. The choice of words of value must reflect the population’s characteristics, variations and capacities and at the same time be communicated consistently and coherently to stakeholders. Malmö has chosen to integrate the word "diversity" in their municipality slogan - a word that in itself might be interpreted in various ways. The paper centers around a discourse analysis of the word “diversity” and what meaning the word ”diversity” acquires in Malmö’s communication and how this co-relates to city branding.
The analysis showed that the word “diversity” was given different types of meaning depending on the context. In abstract contexts, in a discourse of success, the word had including and positive connotations. In substantial, concrete contexts – in a discourse of problems – the word “diversity” came to be excluding and restricted to embody solely ethnic diversity. The analysis also found that the word ”diversity” can be interpreted either as an actuality or as something that must be accomplished. Therefore might the word “diversity” be the closest we can get to unite the contradicting ground principles in city branding: to create a brand that must be realistic and representative as well as desirable and attractive.
The work regarding this examination paper has been divided evenly between the two co-writers. (Less)
Abstract (Swedish)
City branding består av den tunga uppgiften att marknadsföra en hel stad under ett enda varumärke. Stadsvarumärket måste tillfredsställa invånarnas behov av samhörighet utan att exkludera utomstående. Valet av värdeord måste återspegla populationens variationer och egenskaper samtidigt som det måste kommuniceras konsekvent och enhetligt till intressenter. Malmö stad har valt att i sin kommunslogan integrera begreppet ”mångfald” - ett begrepp som i sig självt inbegriper ett omfattande tolkningsutrymme. Uppsatsen centreras kring en diskursanalys av mångfaldsbegreppet som söker svar på frågorna om vilken betydelse begreppet mångfald ges i Malmö stads kommunikation och hur det korrelerar med city branding.
Analysen fann att mångfaldsbegreppet... (More)
City branding består av den tunga uppgiften att marknadsföra en hel stad under ett enda varumärke. Stadsvarumärket måste tillfredsställa invånarnas behov av samhörighet utan att exkludera utomstående. Valet av värdeord måste återspegla populationens variationer och egenskaper samtidigt som det måste kommuniceras konsekvent och enhetligt till intressenter. Malmö stad har valt att i sin kommunslogan integrera begreppet ”mångfald” - ett begrepp som i sig självt inbegriper ett omfattande tolkningsutrymme. Uppsatsen centreras kring en diskursanalys av mångfaldsbegreppet som söker svar på frågorna om vilken betydelse begreppet mångfald ges i Malmö stads kommunikation och hur det korrelerar med city branding.
Analysen fann att mångfaldsbegreppet gavs olika innebörd i abstrakta respektive konkreta kontexter: där begreppet fungerade som inkluderande och positivt i en abstrakt framgångsdiskurs men exkluderande och begränsat till etnisk mångfald i en konkret problemdiskurs. Vidare fann analysen att mångfald kan tolkas antingen som något som “bara är” eller som något som bör uppnås. Mångfaldsbegreppet blir därför måhända det närmaste man kan komma att förena de motsägelsefulla grundprinciperna i city branding: att ett varumärke som måste vara representativt och verkligt samtidigt som det måste vara önskvärt och tydligt. Arbetet kring detta examensarbete har till lika stora delar utförts av båda författarna. (Less)
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author
Hansson, Linda LU and Liljeqvist, Louise LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
discourse analysis, diversity, diskursanalys, Malmö, mångfald, city branding
language
Swedish
id
7854695
date added to LUP
2015-09-08 09:40:29
date last changed
2015-09-08 09:40:29
@misc{7854695,
  abstract     = {City branding consists of the complicated task to communicate an entire city as one single brand. The city brand must satisfy the inhabitants’need to feel a sense of belonging without risking excluding outsiders. The choice of words of value must reflect the population’s characteristics, variations and capacities and at the same time be communicated consistently and coherently to stakeholders. Malmö has chosen to integrate the word "diversity" in their municipality slogan - a word that in itself might be interpreted in various ways. The paper centers around a discourse analysis of the word “diversity” and what meaning the word ”diversity” acquires in Malmö’s communication and how this co-relates to city branding. 
The analysis showed that the word “diversity” was given different types of meaning depending on the context. In abstract contexts, in a discourse of success, the word had including and positive connotations. In substantial, concrete contexts – in a discourse of problems – the word “diversity” came to be excluding and restricted to embody solely ethnic diversity. The analysis also found that the word ”diversity” can be interpreted either as an actuality or as something that must be accomplished. Therefore might the word “diversity” be the closest we can get to unite the contradicting ground principles in city branding: to create a brand that must be realistic and representative as well as desirable and attractive. 
The work regarding this examination paper has been divided evenly between the two co-writers.},
  author       = {Hansson, Linda and Liljeqvist, Louise},
  keyword      = {discourse analysis,diversity,diskursanalys,Malmö,mångfald,city branding},
  language     = {swe},
  note         = {Student Paper},
  title        = {Mångfaldens enfald - En diskursanalys med utgångspunkt i city branding av mångfaldsbegreppet i Malmö stads kommunikation},
  year         = {2015},
}