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Lokal butik på Facebook : ICA Malmborgs Clemenstorget

Kejser, Katrine Sofie LU (2019) MKVA22 20191
Media and Communication Studies
Abstract
This study considers the relationship between national and local communication in a supermarket chain. More specifically the study considers how the local supermarket ICA Malmborgs Clemenstorget in Lund, Sweden uses Facebook as well as their employees to communicate with their audience and market themselves. The study focuses on the supermarkets use of the employees’ relationship to each other, how it is presented on the store’s Facebook page as well as how the audience is invited to participate in the relationship. Furthermore, the study researches how the store works with Facebook as a medium and how the communication is adapted to Facebook, by considering it from a medialization perspective. The employees become protagonists in the... (More)
This study considers the relationship between national and local communication in a supermarket chain. More specifically the study considers how the local supermarket ICA Malmborgs Clemenstorget in Lund, Sweden uses Facebook as well as their employees to communicate with their audience and market themselves. The study focuses on the supermarkets use of the employees’ relationship to each other, how it is presented on the store’s Facebook page as well as how the audience is invited to participate in the relationship. Furthermore, the study researches how the store works with Facebook as a medium and how the communication is adapted to Facebook, by considering it from a medialization perspective. The employees become protagonists in the adventure that is ICA Malmborgs Clemenstorget everyday life. (Less)
Please use this url to cite or link to this publication:
author
Kejser, Katrine Sofie LU
supervisor
organization
course
MKVA22 20191
year
type
L2 - 2nd term paper (old degree order)
subject
keywords
Parasociale forhold, medialisering, Facebook, mediering, kommunikation, identifikation, interaktion
language
Danish
id
8978753
date added to LUP
2019-09-03 07:59:40
date last changed
2019-09-03 07:59:40
@misc{8978753,
  abstract     = {{This study considers the relationship between national and local communication in a supermarket chain. More specifically the study considers how the local supermarket ICA Malmborgs Clemenstorget in Lund, Sweden uses Facebook as well as their employees to communicate with their audience and market themselves. The study focuses on the supermarkets use of the employees’ relationship to each other, how it is presented on the store’s Facebook page as well as how the audience is invited to participate in the relationship. Furthermore, the study researches how the store works with Facebook as a medium and how the communication is adapted to Facebook, by considering it from a medialization perspective. The employees become protagonists in the adventure that is ICA Malmborgs Clemenstorget everyday life.}},
  author       = {{Kejser, Katrine Sofie}},
  language     = {{dan}},
  note         = {{Student Paper}},
  title        = {{Lokal butik på Facebook : ICA Malmborgs Clemenstorget}},
  year         = {{2019}},
}