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En narrativ analys av den offentliga diplomatiska strategin: Sveriges strategiska politiska kommunikation i sociala medier

Nilsson, Tove LU (2022) STVK02 20221
Department of Political Science
Abstract
The field of public diplomacy has become increasingly dependent on the general digitalization in society, and its use of social media platforms as a mean to spread their political message to the general public. Digitalization has made public diplomacy more attainable for the masses, but it has also given states a larger responsibility in which messages they want to convey to the public. This thesis investigates how the Swedish Ministry of Foreign Affairs (shortened SweMFA) utilizes strategic communication across their social media platforms in order to realize their political visions by how they present their image to the general public. The method used in this study is narrative analysis, and is conducted by examining the narrative... (More)
The field of public diplomacy has become increasingly dependent on the general digitalization in society, and its use of social media platforms as a mean to spread their political message to the general public. Digitalization has made public diplomacy more attainable for the masses, but it has also given states a larger responsibility in which messages they want to convey to the public. This thesis investigates how the Swedish Ministry of Foreign Affairs (shortened SweMFA) utilizes strategic communication across their social media platforms in order to realize their political visions by how they present their image to the general public. The method used in this study is narrative analysis, and is conducted by examining the narrative presented across SweMFA:s three different digital platforms: Facebook, Twitter and Instagram. The result of the study shows that SweMFA at large uses similar tactics of strategic political communication across their different social media platforms. The study also shows that there is a well-defined narrative surrounding Swedish foreign policy. The study concludes that SweMFA uses some strategic communication within their digital diplomacy, by utilizing the affordances provided by different digital platforms. They do however seem reluctant to fully adapt their messaging to the different audiences across their social media channels, and to fully make use of strategic communication in doing so. (Less)
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author
Nilsson, Tove LU
supervisor
organization
course
STVK02 20221
year
type
M2 - Bachelor Degree
subject
keywords
affordance-teori, narrativ analys, digital diplomati, SweMFA, offentlig diplomati, strategisk politisk kommunikation, identitetspolitik, nation branding
language
Swedish
id
9077500
date added to LUP
2022-07-03 08:24:59
date last changed
2022-07-03 08:24:59
@misc{9077500,
  abstract     = {{The field of public diplomacy has become increasingly dependent on the general digitalization in society, and its use of social media platforms as a mean to spread their political message to the general public. Digitalization has made public diplomacy more attainable for the masses, but it has also given states a larger responsibility in which messages they want to convey to the public. This thesis investigates how the Swedish Ministry of Foreign Affairs (shortened SweMFA) utilizes strategic communication across their social media platforms in order to realize their political visions by how they present their image to the general public. The method used in this study is narrative analysis, and is conducted by examining the narrative presented across SweMFA:s three different digital platforms: Facebook, Twitter and Instagram. The result of the study shows that SweMFA at large uses similar tactics of strategic political communication across their different social media platforms. The study also shows that there is a well-defined narrative surrounding Swedish foreign policy. The study concludes that SweMFA uses some strategic communication within their digital diplomacy, by utilizing the affordances provided by different digital platforms. They do however seem reluctant to fully adapt their messaging to the different audiences across their social media channels, and to fully make use of strategic communication in doing so.}},
  author       = {{Nilsson, Tove}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{En narrativ analys av den offentliga diplomatiska strategin: Sveriges strategiska politiska kommunikation i sociala medier}},
  year         = {{2022}},
}