Vi har samma värderingar du och jag
(2020) SKOK11 20201Department of Strategic Communication
- Abstract
- The aim of this study is to further understand the usage of cultural values to affect Generation Z and how the values connected to the generation, defined by earlier researchers, is used to create brand authenticity. Generation Z is known as an honest and value driven generation who has grown up with the internet as a part of their lives. The study is based on Hedvig, a Swedish insurance company who communicates with the target group through digital platforms. A limited amount of research has been done on the brands that attempt to affect Generation Z through the use of cultural values. The study therefore has the purpose to deepen the understanding of how brands attempt to affect Generation Z and create brand authenticity through digital... (More)
- The aim of this study is to further understand the usage of cultural values to affect Generation Z and how the values connected to the generation, defined by earlier researchers, is used to create brand authenticity. Generation Z is known as an honest and value driven generation who has grown up with the internet as a part of their lives. The study is based on Hedvig, a Swedish insurance company who communicates with the target group through digital platforms. A limited amount of research has been done on the brands that attempt to affect Generation Z through the use of cultural values. The study therefore has the purpose to deepen the understanding of how brands attempt to affect Generation Z and create brand authenticity through digital platforms and thereby contribute to the field of strategic communication. Based on postmodern theories and theories of cultural branding we’ve used a multimodal social semiotic analysis on the empirical material in order to extract the semiotic resources that communicate values and meaning. The result of the study shows that although digital brands might use cultural values and ways of communication specific to Generation Z, the understanding of the true meaning of their values and ways of communication has to be understood for brands to utilize them correctly. Furthermore the study shows that brand authenticity might be achieved through the usage of visual communication, but if the content isn’t matched to the particular values, or is seen as too affecting by Generation Z, the brand will be seen as inauthentic. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9027327
- author
- Bergholm, Torun LU and Hagwall, Jesper
- supervisor
- organization
- course
- SKOK11 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Authenticity, generation z, digital media, cultural values, strategic communication
- language
- Swedish
- id
- 9027327
- date added to LUP
- 2021-06-16 11:38:25
- date last changed
- 2021-06-16 11:38:25
@misc{9027327,
abstract = {{The aim of this study is to further understand the usage of cultural values to affect Generation Z and how the values connected to the generation, defined by earlier researchers, is used to create brand authenticity. Generation Z is known as an honest and value driven generation who has grown up with the internet as a part of their lives. The study is based on Hedvig, a Swedish insurance company who communicates with the target group through digital platforms. A limited amount of research has been done on the brands that attempt to affect Generation Z through the use of cultural values. The study therefore has the purpose to deepen the understanding of how brands attempt to affect Generation Z and create brand authenticity through digital platforms and thereby contribute to the field of strategic communication. Based on postmodern theories and theories of cultural branding we’ve used a multimodal social semiotic analysis on the empirical material in order to extract the semiotic resources that communicate values and meaning. The result of the study shows that although digital brands might use cultural values and ways of communication specific to Generation Z, the understanding of the true meaning of their values and ways of communication has to be understood for brands to utilize them correctly. Furthermore the study shows that brand authenticity might be achieved through the usage of visual communication, but if the content isn’t matched to the particular values, or is seen as too affecting by Generation Z, the brand will be seen as inauthentic.}},
author = {{Bergholm, Torun and Hagwall, Jesper}},
language = {{swe}},
note = {{Student Paper}},
title = {{Vi har samma värderingar du och jag}},
year = {{2020}},
}