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The Swedish Armed Forces, from battles to storytelling

Månsson, Liv LU and Olsson, Cajsa (2024) SKDK11 20241
Department of Strategic Communication
Abstract
This thesis seeks to gain a deeper understanding of how entities reliant on governmental funding employ storytelling to convey relevance. The aim is to explore the presented narratives using a qualitative method and conduct a case study of the Swedish Armed Forces's marketing campaigns. The selected and analyzed material consists of two video campaigns from the authority's own YouTube channel prior to the occurrence of external events after 2022. To dissect the storytelling strategies, a theoretical framework based on previous literature from Johansson (2005) and Axenbrant and Dennisdotter (2008) was utilized to understand how narrative elements like structure, characters, and theme are used to build a story that fosters a sense of... (More)
This thesis seeks to gain a deeper understanding of how entities reliant on governmental funding employ storytelling to convey relevance. The aim is to explore the presented narratives using a qualitative method and conduct a case study of the Swedish Armed Forces's marketing campaigns. The selected and analyzed material consists of two video campaigns from the authority's own YouTube channel prior to the occurrence of external events after 2022. To dissect the storytelling strategies, a theoretical framework based on previous literature from Johansson (2005) and Axenbrant and Dennisdotter (2008) was utilized to understand how narrative elements like structure, characters, and theme are used to build a story that fosters a sense of legitimacy and relevance. Further, this thesis takes into
consideration trends and events that were prevalent prior to the launch of the campaigns, allowing a deeper understanding of whether and how the narrative elements reflect ongoing societal contexts and discussions to secure societal relevance. The case study identified that despite departing from conventional storytelling in marketing, organizations can still communicate relevance by leveraging narrative elements. These include creating relatable characters that the audience can identify with, establishing emotional connections, portraying authenticity, and reflecting the societal and cultural contexts of the country in which the organization operates. While taking a stance from certain societal discussions to avoid conflicting messages. By employing these techniques, entities are able to use storytelling to simplify stakeholders' understanding of the organization, its values, and its mission, thereby enhancing their relevance and ensuring their continued service. (Less)
Please use this url to cite or link to this publication:
author
Månsson, Liv LU and Olsson, Cajsa
supervisor
organization
course
SKDK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Storytelling, Narrative, Marketing Campaign, The Swedish Armed Forces, Relevance, Emotion.
language
English
id
9154687
date added to LUP
2024-06-19 14:28:55
date last changed
2024-06-19 14:28:55
@misc{9154687,
  abstract     = {{This thesis seeks to gain a deeper understanding of how entities reliant on governmental funding employ storytelling to convey relevance. The aim is to explore the presented narratives using a qualitative method and conduct a case study of the Swedish Armed Forces's marketing campaigns. The selected and analyzed material consists of two video campaigns from the authority's own YouTube channel prior to the occurrence of external events after 2022. To dissect the storytelling strategies, a theoretical framework based on previous literature from Johansson (2005) and Axenbrant and Dennisdotter (2008) was utilized to understand how narrative elements like structure, characters, and theme are used to build a story that fosters a sense of legitimacy and relevance. Further, this thesis takes into
consideration trends and events that were prevalent prior to the launch of the campaigns, allowing a deeper understanding of whether and how the narrative elements reflect ongoing societal contexts and discussions to secure societal relevance. The case study identified that despite departing from conventional storytelling in marketing, organizations can still communicate relevance by leveraging narrative elements. These include creating relatable characters that the audience can identify with, establishing emotional connections, portraying authenticity, and reflecting the societal and cultural contexts of the country in which the organization operates. While taking a stance from certain societal discussions to avoid conflicting messages. By employing these techniques, entities are able to use storytelling to simplify stakeholders' understanding of the organization, its values, and its mission, thereby enhancing their relevance and ensuring their continued service.}},
  author       = {{Månsson, Liv and Olsson, Cajsa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Swedish Armed Forces, from battles to storytelling}},
  year         = {{2024}},
}