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A sense of Community and Belonging

Hedberg, Hanna LU and Allgulander, Victor (2024) SKOK11 20241
Department of Strategic Communication
Abstract
This thesis explores the employer branding strategies of four major student nations at Lund University through their Instagram content throughout the year 2023. The focus is on how these organizations leverage organizational culture and rhetorical strategies—ethos, pathos, and logos—to engage current and prospective members. Utilizing a qualitative content analysis, it is examined how each student nation portrays its cultural elements, rituals, stories and symbols via social media narratives, paying particular attention to the use of the Cultural Web model. The study identifies significant trends in how these organizations communicate their identity and values, highlighting the predominant use of pathos to foster a sense of community and... (More)
This thesis explores the employer branding strategies of four major student nations at Lund University through their Instagram content throughout the year 2023. The focus is on how these organizations leverage organizational culture and rhetorical strategies—ethos, pathos, and logos—to engage current and prospective members. Utilizing a qualitative content analysis, it is examined how each student nation portrays its cultural elements, rituals, stories and symbols via social media narratives, paying particular attention to the use of the Cultural Web model. The study identifies significant trends in how these organizations communicate their identity and values, highlighting the predominant use of pathos to foster a sense of community and ethos to establish credibility. The findings suggest that these rhetorical approaches are important in shaping the perceptions of potential new members, thereby influencing the effectiveness of their employer branding on social media. This study contributes to the broader understanding of strategic communication and employer branding in non-profit, student-driven contexts, revealing the nuanced roles of rhetorical strategies in digital communications. (Less)
Please use this url to cite or link to this publication:
author
Hedberg, Hanna LU and Allgulander, Victor
supervisor
organization
course
SKOK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Employer branding, organizational culture, rhetoric, social media, Instagram, Cultural Web Model, non-profit organizations
language
English
id
9154559
date added to LUP
2024-05-31 13:53:24
date last changed
2024-05-31 13:53:24
@misc{9154559,
  abstract     = {{This thesis explores the employer branding strategies of four major student nations at Lund University through their Instagram content throughout the year 2023. The focus is on how these organizations leverage organizational culture and rhetorical strategies—ethos, pathos, and logos—to engage current and prospective members. Utilizing a qualitative content analysis, it is examined how each student nation portrays its cultural elements, rituals, stories and symbols via social media narratives, paying particular attention to the use of the Cultural Web model. The study identifies significant trends in how these organizations communicate their identity and values, highlighting the predominant use of pathos to foster a sense of community and ethos to establish credibility. The findings suggest that these rhetorical approaches are important in shaping the perceptions of potential new members, thereby influencing the effectiveness of their employer branding on social media. This study contributes to the broader understanding of strategic communication and employer branding in non-profit, student-driven contexts, revealing the nuanced roles of rhetorical strategies in digital communications.}},
  author       = {{Hedberg, Hanna and Allgulander, Victor}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{A sense of Community and Belonging}},
  year         = {{2024}},
}