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Strategisk och varumärkesbyggande propaganda – en nyansering av begreppet

Sundholm, Christoffer LU (2018) SKOK11 20181
Department of Strategic Communication
Abstract
The purpose of this study is to nuance how the communication discipline propaganda should be interpreted, thus contributing with knowledge of its application, characteristics and cultural significance in contemporary and strategic advertising campaigns. This essay is a case study based on the Swedish Armed Force's advertising campaign "We let Sweden be in peace". The study has a social constructivist approach and the empirical data was gathered in the form of interviews, documents and the advertising campaign’s content. Based on theories and concepts within the fields of PR, propaganda and strategic communication the empirical data was analysed. In order to achieve the study’s purpose I intended to answer the following research questions:... (More)
The purpose of this study is to nuance how the communication discipline propaganda should be interpreted, thus contributing with knowledge of its application, characteristics and cultural significance in contemporary and strategic advertising campaigns. This essay is a case study based on the Swedish Armed Force's advertising campaign "We let Sweden be in peace". The study has a social constructivist approach and the empirical data was gathered in the form of interviews, documents and the advertising campaign’s content. Based on theories and concepts within the fields of PR, propaganda and strategic communication the empirical data was analysed. In order to achieve the study’s purpose I intended to answer the following research questions: How is the Swedish Armed Force's advertising campaign "We Let Sweden Be Peaceful" propaganda? And, how can propaganda as a communication discipline be described in relation to a modern and strategic communication context? The analysis shows that the advertising campaign is propaganda by analysing the underlying purpose of the campaign. This also shows: the complexity of propaganda, its political agenda, its lack of cultural acceptance, how it’s used as strategic communication but also its symmetrical and brand building properties, which contradicts the traditional and simplified view of propaganda. (Less)
Please use this url to cite or link to this publication:
author
Sundholm, Christoffer LU
supervisor
organization
alternative title
Strategic and brand building propaganda – a nuancing interpretation
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
propaganda, propaganda analysis, public relations, strategic communication, advertising campaign, brand building communication
language
Swedish
id
8945558
date added to LUP
2018-06-13 09:19:31
date last changed
2018-06-13 09:19:31
@misc{8945558,
  abstract     = {The purpose of this study is to nuance how the communication discipline propaganda should be interpreted, thus contributing with knowledge of its application, characteristics and cultural significance in contemporary and strategic advertising campaigns. This essay is a case study based on the Swedish Armed Force's advertising campaign "We let Sweden be in peace". The study has a social constructivist approach and the empirical data was gathered in the form of interviews, documents and the advertising campaign’s content. Based on theories and concepts within the fields of PR, propaganda and strategic communication the empirical data was analysed. In order to achieve the study’s purpose I intended to answer the following research questions: How is the Swedish Armed Force's advertising campaign "We Let Sweden Be Peaceful" propaganda? And, how can propaganda as a communication discipline be described in relation to a modern and strategic communication context? The analysis shows that the advertising campaign is propaganda by analysing the underlying purpose of the campaign. This also shows: the complexity of propaganda, its political agenda, its lack of cultural acceptance, how it’s used as strategic communication but also its symmetrical and brand building properties, which contradicts the traditional and simplified view of propaganda.},
  author       = {Sundholm, Christoffer},
  keyword      = {propaganda,propaganda analysis,public relations,strategic communication,advertising campaign,brand building communication},
  language     = {swe},
  note         = {Student Paper},
  title        = {Strategisk och varumärkesbyggande propaganda – en nyansering av begreppet},
  year         = {2018},
}