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Polisens hårda (hash)tag

Allstrin, Sofia LU and Lundmark, Julia (2020) SKDK11 20201
Department of Strategic Communication
Abstract (Swedish)
I takt med digitaliseringen har det skett ett kommunikativt skifte som kräver de auktoritära myndigheterna att tänka om kring deras kommunikation. Idag har sociala medier öppnat upp möjligheten för myndigheter att skapa en lekfull och kreativ dialog med sina medborgare. Denna kvalitativa studie syftar till att öka förståelsen för myndigheters kommunikation på sociala medier i relation till värdeskapande. En semiotisk bild- och textanalys har genomförts på två av Polisens lokala Instagramkonton, Polisen Skärholmen och Polisen Norrmalm. Vidare har en kompletterande innehållsanalys genomförts på Polisens policydokument för att kartlägga hur värde kan förstås. Tidigare forskning har visat att myndigheter, såsom Polisen, står inför stora... (More)
I takt med digitaliseringen har det skett ett kommunikativt skifte som kräver de auktoritära myndigheterna att tänka om kring deras kommunikation. Idag har sociala medier öppnat upp möjligheten för myndigheter att skapa en lekfull och kreativ dialog med sina medborgare. Denna kvalitativa studie syftar till att öka förståelsen för myndigheters kommunikation på sociala medier i relation till värdeskapande. En semiotisk bild- och textanalys har genomförts på två av Polisens lokala Instagramkonton, Polisen Skärholmen och Polisen Norrmalm. Vidare har en kompletterande innehållsanalys genomförts på Polisens policydokument för att kartlägga hur värde kan förstås. Tidigare forskning har visat att myndigheter, såsom Polisen, står inför stora utmaningar inför en etablering på sociala medier, framförallt med hänsyn till de visuella sociala medierna som avser en större effekt på individens känslomässiga och kognitiva tolkning jämför med endast text. Det teoretiska ramverket innefattar teorierna value based management, Goffmans dramaturgiska teori, inramningsteorin och semiotik. Analysen resulterade i slutsatsen att Polisen skapar värde med sin kommunikation på sociala medier, men på olika sätt beroende på vilken poliskår som kommunicerar. Vi vill därför betona vikten av välformulerade värdedokument, speciellt när de ska vara applicerbara på en hel myndighet och att Polismyndigheten kan behöva urskilja vad som är viktigt att kommunicera ut till medborgarna. (Less)
Abstract
As a result of the digitalization, there has been a communicative change that requires authorities to rethink their communication. Today, social media has allowed authorities the opportunity to converse in creative and playful dialogues with their citizens. This qualitative study aims to increase the understanding of government communication on social media in relation to value creation. A semiotic image and text analysis has been carried out on two of the Police's local Instagram accounts, Polisen Skärholmen and Polisen Norrmalm. Furthermore, a supplementary content analysis has been carried out on the Police's policy documents to identify how value creation can be understood. Previous research has shown that authorities, such as the... (More)
As a result of the digitalization, there has been a communicative change that requires authorities to rethink their communication. Today, social media has allowed authorities the opportunity to converse in creative and playful dialogues with their citizens. This qualitative study aims to increase the understanding of government communication on social media in relation to value creation. A semiotic image and text analysis has been carried out on two of the Police's local Instagram accounts, Polisen Skärholmen and Polisen Norrmalm. Furthermore, a supplementary content analysis has been carried out on the Police's policy documents to identify how value creation can be understood. Previous research has shown that authorities, such as the Police, face major challenges when seeking to establish themselves on social media. This is especially held in regards to the visual social media which generates a greater effect on the individual's emotional and cognitive interpretation compared to just text-based social media. The theoretical framework includes Value based management, Goffman's dramaturgical theory, framing theory and semiotics. The analysis resulted in the Police creating value with its communication on social media, but in different ways depending on which police force communicates to its audiences. Therefore we want to emphasize the importance of well-formulated value documents, especially when they are to be applicable to an entire authority and that the Police Authority may need to discern what is important to communicate to the citizens. (Less)
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author
Allstrin, Sofia LU and Lundmark, Julia
supervisor
organization
alternative title
En kvalitativ semiotisk studie om hur den svenska Polisen framställer sig på sociala medier
course
SKDK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
Strategisk kommunikation, myndighetskommunikation, värdeskapande, sociala medier, dramaturgi, inramning, Instagram, svenska polisen, visuell kommunikation, semiotik
language
Swedish
id
9015431
date added to LUP
2020-06-10 15:51:30
date last changed
2020-06-10 15:51:30
@misc{9015431,
  abstract     = {As a result of the digitalization, there has been a communicative change that requires authorities to rethink their communication. Today, social media has allowed authorities the opportunity to converse in creative and playful dialogues with their citizens. This qualitative study aims to increase the understanding of government communication on social media in relation to value creation. A semiotic image and text analysis has been carried out on two of the Police's local Instagram accounts, Polisen Skärholmen and Polisen Norrmalm. Furthermore, a supplementary content analysis has been carried out on the Police's policy documents to identify how value creation can be understood. Previous research has shown that authorities, such as the Police, face major challenges when seeking to establish themselves on social media. This is especially held in regards to the visual social media which generates a greater effect on the individual's emotional and cognitive interpretation compared to just text-based social media. The theoretical framework includes Value based management, Goffman's dramaturgical theory, framing theory and semiotics. The analysis resulted in the Police creating value with its communication on social media, but in different ways depending on which police force communicates to its audiences. Therefore we want to emphasize the importance of well-formulated value documents, especially when they are to be applicable to an entire authority and that the Police Authority may need to discern what is important to communicate to the citizens.},
  author       = {Allstrin, Sofia and Lundmark, Julia},
  keyword      = {Strategisk kommunikation,myndighetskommunikation,värdeskapande,sociala medier,dramaturgi,inramning,Instagram,svenska polisen,visuell kommunikation,semiotik},
  language     = {swe},
  note         = {Student Paper},
  title        = {Polisens hårda (hash)tag},
  year         = {2020},
}