Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Corporate Identity on Instagram: The Case of Swedish Company Oatly

Mancienne, Line Veronique LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
The social media platform Instagram has become an official communication medium for the construction of corporate identity. This study explores how corporate identity is constructed on Oalty’s Instagram site using visual social semiotic analysis. More specifically, the aim of this study is to explore the visual and verbal approach used to construct corporate identity on Instagram from a small-medium-enterprise (SME) perspective. Taking a qualitative case study approach, data for the study was collected from the Instagram profile of the Swedish plant-based company Oatly. Through the analysis, four themes emerged that reflect the company’s corporate identity. The findings were presented through the descriptive analysis approach. The study... (More)
The social media platform Instagram has become an official communication medium for the construction of corporate identity. This study explores how corporate identity is constructed on Oalty’s Instagram site using visual social semiotic analysis. More specifically, the aim of this study is to explore the visual and verbal approach used to construct corporate identity on Instagram from a small-medium-enterprise (SME) perspective. Taking a qualitative case study approach, data for the study was collected from the Instagram profile of the Swedish plant-based company Oatly. Through the analysis, four themes emerged that reflect the company’s corporate identity. The findings were presented through the descriptive analysis approach. The study shows that the strategic communication of corporate identity is possible. Visual techniques are key for visually communicating corporate identity on Instagram. But, the study also highlights how corporate identity is re-constructed and re-affirmed through daily posts. (Less)
Please use this url to cite or link to this publication:
author
Mancienne, Line Veronique LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Instagram, visual social semiotics, Small Medium Enterprises, semiotics, visual communication, strategic communication.
language
English
id
9003945
date added to LUP
2022-01-12 12:01:35
date last changed
2022-01-12 12:01:35
@misc{9003945,
  abstract     = {{The social media platform Instagram has become an official communication medium for the construction of corporate identity. This study explores how corporate identity is constructed on Oalty’s Instagram site using visual social semiotic analysis. More specifically, the aim of this study is to explore the visual and verbal approach used to construct corporate identity on Instagram from a small-medium-enterprise (SME) perspective. Taking a qualitative case study approach, data for the study was collected from the Instagram profile of the Swedish plant-based company Oatly. Through the analysis, four themes emerged that reflect the company’s corporate identity. The findings were presented through the descriptive analysis approach. The study shows that the strategic communication of corporate identity is possible. Visual techniques are key for visually communicating corporate identity on Instagram. But, the study also highlights how corporate identity is re-constructed and re-affirmed through daily posts.}},
  author       = {{Mancienne, Line Veronique}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Corporate Identity on Instagram: The Case of Swedish Company Oatly}},
  year         = {{2019}},
}