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We Love Horses - En kritisk diskursanalys av H&Ms marknadskommunikation (idrottssponsring) gentemot unga konsumenter

Von Arnold, Joanna LU and Wahlberg, Josefin LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
Through a case study of H&Ms equestrian sponsorship this study aims to investigate the communicative aspects of sports sponsorships targeting a young audience, as well as its impact on the core values of children’s and youth sports in the Swedish society. Furthermore, this study intends to investigate and create further knowledge on how elite athletes are used by commercial businesses in order to build relationships with young consumers. Using Norman Faircloughs three dimensional analytical framework for discourse analysis this study investigates the Facebook page H&M We Love Horses at several levels in order to understand its role the society. The analysis shows a consistent theme where H&M in its communication clearly refer to different... (More)
Through a case study of H&Ms equestrian sponsorship this study aims to investigate the communicative aspects of sports sponsorships targeting a young audience, as well as its impact on the core values of children’s and youth sports in the Swedish society. Furthermore, this study intends to investigate and create further knowledge on how elite athletes are used by commercial businesses in order to build relationships with young consumers. Using Norman Faircloughs three dimensional analytical framework for discourse analysis this study investigates the Facebook page H&M We Love Horses at several levels in order to understand its role the society. The analysis shows a consistent theme where H&M in its communication clearly refer to different discourses of the society like for example performance/results, beauty/fashion and solidarity/group identification. The analysis identify and investigate the relationship between these discourses, H&Ms sponsorship of equestrians and young girls knowledge of fashion as well as their relation towards H&M. With help of the analysis its noted that when a company like H&M uses atlethes in order to build relationships with young consumers the children’s and youth sport is attributed with for the sports movement “unnatural values” which its participants must adhere to. In that sense a conflict arises between commercial interests and the current social discourse about children’s and youth sport in the Swedish society. This conflict creates great pressure on the sport movement to in the future develop an approach that adapts to the marketing logic of the sponsors without sacrificing the unique structure and values of the children’s and youth sport. (Less)
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author
Von Arnold, Joanna LU and Wahlberg, Josefin LU
supervisor
organization
course
SKOK01 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
H&M, marketing communication, relationship marketing, celebrity endorsement, athlete endorsers, sports sponsorship, role model, fashion, young consumers, critical discourse analysis, strategic communication, childrens- and youth sports, equestrian sport
language
Swedish
id
8594764
date added to LUP
2017-06-27 10:05:25
date last changed
2017-06-27 10:05:25
@misc{8594764,
  abstract     = {Through a case study of H&Ms equestrian sponsorship this study aims to investigate the communicative aspects of sports sponsorships targeting a young audience, as well as its impact on the core values of children’s and youth sports in the Swedish society. Furthermore, this study intends to investigate and create further knowledge on how elite athletes are used by commercial businesses in order to build relationships with young consumers. Using Norman Faircloughs three dimensional analytical framework for discourse analysis this study investigates the Facebook page H&M We Love Horses at several levels in order to understand its role the society. The analysis shows a consistent theme where H&M in its communication clearly refer to different discourses of the society like for example performance/results, beauty/fashion and solidarity/group identification. The analysis identify and investigate the relationship between these discourses, H&Ms sponsorship of equestrians and young girls knowledge of fashion as well as their relation towards H&M. With help of the analysis its noted that when a company like H&M uses atlethes in order to build relationships with young consumers the children’s and youth sport is attributed with for the sports movement “unnatural values” which its participants must adhere to. In that sense a conflict arises between commercial interests and the current social discourse about children’s and youth sport in the Swedish society. This conflict creates great pressure on the sport movement to in the future develop an approach that adapts to the marketing logic of the sponsors without sacrificing the unique structure and values of the children’s and youth sport.},
  author       = {Von Arnold, Joanna and Wahlberg, Josefin},
  keyword      = {H&M,marketing communication,relationship marketing,celebrity endorsement,athlete endorsers,sports sponsorship,role model,fashion,young consumers,critical discourse analysis,strategic communication,childrens- and youth sports,equestrian sport},
  language     = {swe},
  note         = {Student Paper},
  title        = {We Love Horses - En kritisk diskursanalys av H&Ms marknadskommunikation (idrottssponsring) gentemot unga konsumenter},
  year         = {2015},
}