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@FORSVARSMAKTEN - En analys av visuell identitet på Instagram

Bergmark, Alice LU and Lind Palmstadius, Victor LU (2023) DIKK60 20231
Division of ALM and Digital Cultures
Abstract
This thesis examines how the Swedish Armed Forces communicates its visual identity through Instagram, one of the most popular social media platforms today. The purpose is to analyze which visual elements the Swedish Armed Forces use to express their identity, which visual elements appear most in their Instagram posts, and how their existing visual identity manual is reflected on the platform. We approach the unique role of the Swedish Armed Forces in society, emphasizing the importance of their communication in maintaining the trust and confidence of the public.

The thesis employs a directed content analysis and netnographic observation methodology to analyze the Swedish Armed Forces' Instagram posts. Findings indicate that the Swedish... (More)
This thesis examines how the Swedish Armed Forces communicates its visual identity through Instagram, one of the most popular social media platforms today. The purpose is to analyze which visual elements the Swedish Armed Forces use to express their identity, which visual elements appear most in their Instagram posts, and how their existing visual identity manual is reflected on the platform. We approach the unique role of the Swedish Armed Forces in society, emphasizing the importance of their communication in maintaining the trust and confidence of the public.

The thesis employs a directed content analysis and netnographic observation methodology to analyze the Swedish Armed Forces' Instagram posts. Findings indicate that the Swedish Armed Forces follow their visual identity manual closely, with prominent use of color, typography, object graphics, and logo, as well as categorized images in their Instagram posts. Especially noted is the dominant role of photos, typography, and color in the communication of their identity.
This thesis concludes that the visual identity of the Swedish Armed Forces is prominently displayed through their consistent use of photos, typography, and specific colors. These elements are combined in various ways to create a whole and recognizable visual identity, illustrating the importance combinations of visual elements play, rather than visual elements individually. Contributions of this thesis is an introduction to deeper understand how public institutions use visual elements to communicate their identity on digital platforms. (Less)
Please use this url to cite or link to this publication:
author
Bergmark, Alice LU and Lind Palmstadius, Victor LU
supervisor
organization
course
DIKK60 20231
year
type
M2 - Bachelor Degree
subject
keywords
Försvarsmakten, visuell identitet, myndigheter, sociala medier, digital visuell identitet, Swedish Armed Forces, visual identity, government, social media, digital visual identity
language
Swedish
id
9130903
date added to LUP
2023-06-28 15:40:58
date last changed
2023-06-28 15:40:58
@misc{9130903,
  abstract     = {{This thesis examines how the Swedish Armed Forces communicates its visual identity through Instagram, one of the most popular social media platforms today. The purpose is to analyze which visual elements the Swedish Armed Forces use to express their identity, which visual elements appear most in their Instagram posts, and how their existing visual identity manual is reflected on the platform. We approach the unique role of the Swedish Armed Forces in society, emphasizing the importance of their communication in maintaining the trust and confidence of the public.

The thesis employs a directed content analysis and netnographic observation methodology to analyze the Swedish Armed Forces' Instagram posts. Findings indicate that the Swedish Armed Forces follow their visual identity manual closely, with prominent use of color, typography, object graphics, and logo, as well as categorized images in their Instagram posts. Especially noted is the dominant role of photos, typography, and color in the communication of their identity.
This thesis concludes that the visual identity of the Swedish Armed Forces is prominently displayed through their consistent use of photos, typography, and specific colors. These elements are combined in various ways to create a whole and recognizable visual identity, illustrating the importance combinations of visual elements play, rather than visual elements individually. Contributions of this thesis is an introduction to deeper understand how public institutions use visual elements to communicate their identity on digital platforms.}},
  author       = {{Bergmark, Alice and Lind Palmstadius, Victor}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{@FORSVARSMAKTEN - En analys av visuell identitet på Instagram}},
  year         = {{2023}},
}