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The Swedish Number - Mottagares möjligheter i modern nation branding

Jonsson, Linnéa LU and Gustafsson, Jessica LU (2017) SKOK01 20171
Department of Strategic Communication
Abstract
This study explores the receivers’ experience and interaction with nation branding and how this affects their image formation since most of the research within the field analyzes nation branding from the sender’s point of view. A qualitative case study has been executed with an interpretative approach from a sensemaking perspective on the nation branding campaign “The Swedish Number”. The Swedish Number was a campaign that took place from April 6th to June 24th 2016 with the purpose of letting people from all over the world call a number to be connected to a Swedish person. They could then connect and talk without any general instructions or directives. The material has been coded, themed and analyzed and was gathered through nine... (More)
This study explores the receivers’ experience and interaction with nation branding and how this affects their image formation since most of the research within the field analyzes nation branding from the sender’s point of view. A qualitative case study has been executed with an interpretative approach from a sensemaking perspective on the nation branding campaign “The Swedish Number”. The Swedish Number was a campaign that took place from April 6th to June 24th 2016 with the purpose of letting people from all over the world call a number to be connected to a Swedish person. They could then connect and talk without any general instructions or directives. The material has been coded, themed and analyzed and was gathered through nine qualitative interviews with international participants from the campaign. The analysis provides an explanation of the participants’ image formation in relation to the campaign, thus providing material to answer the research questions contained in the study’s introductory chapter. A knowledge gap has been found in the lack of recipient-based research. The problem which is illustrated through the study is that it is not possible to determine the impact of a campaign if it the reaction cannot be read. The work on this bachelor thesis has been carried out to the same extent by both authors. (Less)
Please use this url to cite or link to this publication:
author
Jonsson, Linnéa LU and Gustafsson, Jessica LU
supervisor
organization
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
Nation branding, sensemaking, stereotypes, image formation, image, identity, liberation technology
language
Swedish
id
8911255
date added to LUP
2017-06-12 08:24:26
date last changed
2017-06-12 08:24:26
@misc{8911255,
  abstract     = {This study explores the receivers’ experience and interaction with nation branding and how this affects their image formation since most of the research within the field analyzes nation branding from the sender’s point of view. A qualitative case study has been executed with an interpretative approach from a sensemaking perspective on the nation branding campaign “The Swedish Number”. The Swedish Number was a campaign that took place from April 6th to June 24th 2016 with the purpose of letting people from all over the world call a number to be connected to a Swedish person. They could then connect and talk without any general instructions or directives. The material has been coded, themed and analyzed and was gathered through nine qualitative interviews with international participants from the campaign. The analysis provides an explanation of the participants’ image formation in relation to the campaign, thus providing material to answer the research questions contained in the study’s introductory chapter. A knowledge gap has been found in the lack of recipient-based research. The problem which is illustrated through the study is that it is not possible to determine the impact of a campaign if it the reaction cannot be read. The work on this bachelor thesis has been carried out to the same extent by both authors.},
  author       = {Jonsson, Linnéa and Gustafsson, Jessica},
  keyword      = {Nation branding,sensemaking,stereotypes,image formation,image,identity,liberation technology},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Swedish Number - Mottagares möjligheter i modern nation branding},
  year         = {2017},
}