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När länder blir varumärken och politiker marknadsförare En kvalitativ analys av den svenska regeringens publicering på sociala medier

Hansson, Johanna LU and Johansson, Eléonor (2023) SKDK11 20231
Department of Strategic Communication
Abstract (Swedish)
This study aims to contribute to the research field of public diplomacy and nation branding on social media. The study examines how Swedish government representatives communicated nation branding, reputation management and public diplomacy. The chosen time period was January 12th to February 3rd because two events took place in Sweden that evoked strong reactions from the outside world. The research project is qualitative and a text and document was conducted to review and analyze the empirical material. Sweden is actively working with public diplomacy through its government representatives and with nation branding through the state-owned company Visit Sweden. It is therefore interesting to examine how this type of communication takes... (More)
This study aims to contribute to the research field of public diplomacy and nation branding on social media. The study examines how Swedish government representatives communicated nation branding, reputation management and public diplomacy. The chosen time period was January 12th to February 3rd because two events took place in Sweden that evoked strong reactions from the outside world. The research project is qualitative and a text and document was conducted to review and analyze the empirical material. Sweden is actively working with public diplomacy through its government representatives and with nation branding through the state-owned company Visit Sweden. It is therefore interesting to examine how this type of communication takes place when events appear in a country that evokes strong reactions from the international public. The results show that the Swedish government representatives in the form of ministers, listen, cooperate among them, with other countries, with the civilian population and signal what Sweden actually stands for. Through government representatives' use of public diplomacy on social media, Sweden is portrayed as a responsive, observant, cooperative, open and understanding country. (Less)
Please use this url to cite or link to this publication:
author
Hansson, Johanna LU and Johansson, Eléonor
supervisor
organization
course
SKDK11 20231
year
type
M2 - Bachelor Degree
subject
keywords
Public diplomacy, nation branding, nation branding identity, diplomatic listening, reputation management, cooperate, signals, social media, Offentlig diplomati, nationsvarumärkning, nationsvarumärkesidentitet, diplomatiskt lyssnande, nationsrykteshantering, samarbeta, signaler, sociala medier.
language
Swedish
id
9118537
date added to LUP
2023-06-02 11:45:38
date last changed
2023-06-02 11:45:38
@misc{9118537,
  abstract     = {{This study aims to contribute to the research field of public diplomacy and nation branding on social media. The study examines how Swedish government representatives communicated nation branding, reputation management and public diplomacy. The chosen time period was January 12th to February 3rd because two events took place in Sweden that evoked strong reactions from the outside world. The research project is qualitative and a text and document was conducted to review and analyze the empirical material. Sweden is actively working with public diplomacy through its government representatives and with nation branding through the state-owned company Visit Sweden. It is therefore interesting to examine how this type of communication takes place when events appear in a country that evokes strong reactions from the international public. The results show that the Swedish government representatives in the form of ministers, listen, cooperate among them, with other countries, with the civilian population and signal what Sweden actually stands for. Through government representatives' use of public diplomacy on social media, Sweden is portrayed as a responsive, observant, cooperative, open and understanding country.}},
  author       = {{Hansson, Johanna and Johansson, Eléonor}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{När länder blir varumärken och politiker marknadsförare En kvalitativ analys av den svenska regeringens publicering på sociala medier}},
  year         = {{2023}},
}