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Kris i ett auditivt landskap

Johannesson, Tove LU and Bozioti, Minna LU (2024) SKDK11 20241
Department of Strategic Communication
Abstract
In modern day’s risk society, organizations are continuously seeking new agile methods to optimize and reinforce their communication efforts in times of crisis. For this reason, organizations are becoming more proactive in their crisis management, particularly regarding finding new ways of interacting with various stakeholders on digital platforms. Consequently, there has been a rapid growth in popularity of audio-based platforms, which are increasingly becoming more utilized by organizations to reach younger audiences. However, despite the fact that audio-visual platforms have become the digital territory of younger demographics, the generation continues to remain neglected in the field of crisis management. Previous research indicates a... (More)
In modern day’s risk society, organizations are continuously seeking new agile methods to optimize and reinforce their communication efforts in times of crisis. For this reason, organizations are becoming more proactive in their crisis management, particularly regarding finding new ways of interacting with various stakeholders on digital platforms. Consequently, there has been a rapid growth in popularity of audio-based platforms, which are increasingly becoming more utilized by organizations to reach younger audiences. However, despite the fact that audio-visual platforms have become the digital territory of younger demographics, the generation continues to remain neglected in the field of crisis management. Previous research indicates a lack of knowledge regarding how crisis communication is assembled and constructed in these auditory landscapes, particularly in the ears of younger generations.
Therefore, the purpose of this study is to investigate how crisis communication can be formulated and rhetorically designed in an auditory medium, specifically examining the campaign Klara, färdiga… by the Swedish Civil Contingencies Agency (MSB) on Spotify. Through a qualitative rhetorical content analysis, the study unravels the authority’s implementation of rhetorical strategies and storytelling-techniques in order to enhance risk- and crisis awareness amongst Generation Z. The research found a multicomplex interlacement of several strategies, of which MSB appeals to the emotional resonance of young listeners, as well as establishing credibility through tailored communication for the target audience. The campaign's innovative use of auditory storytelling encapsulates engaging narratives that foster a deeper understanding and reflection on societal crises among the youth, which in turn provides a framework for individual sensemaking. In summary, the study contributes to further knowledge in the field of strategic communication by
highlighting the rhetorical power of portraying a crisis in an auditory landscape. (Less)
Popular Abstract (Swedish)
I dagens risksamhälle söker organisationer ständigt nya agila metoder för att optimera och förstärka sina kommunikationsinsatser under kristider. I takt med det har organisationer blivit mer proaktiva i sin krishantering, i synnerhet när det gäller att hitta nya vägar att interagera med diverse intressenter på digitala plattformar. Följaktligen, har det skett en ökad popularitet för ljudbaserade plattformar, som i allt högre grad nyttjas av organisationer för att nå den yngre publiken. Trots faktumet att audiovisuella plattformar blivit digitala territorium för den yngre demografin, förblir generationen försummade inom fältet för krishantering. Tidigare forskning tyder på bristande kunskap gällande hur kriskommunikation är sammansatt och... (More)
I dagens risksamhälle söker organisationer ständigt nya agila metoder för att optimera och förstärka sina kommunikationsinsatser under kristider. I takt med det har organisationer blivit mer proaktiva i sin krishantering, i synnerhet när det gäller att hitta nya vägar att interagera med diverse intressenter på digitala plattformar. Följaktligen, har det skett en ökad popularitet för ljudbaserade plattformar, som i allt högre grad nyttjas av organisationer för att nå den yngre publiken. Trots faktumet att audiovisuella plattformar blivit digitala territorium för den yngre demografin, förblir generationen försummade inom fältet för krishantering. Tidigare forskning tyder på bristande kunskap gällande hur kriskommunikation är sammansatt och konstruerad i dessa auditiva landskap, särskilt för den yngre lyssnaren.
Således, är syftet med forskningsstudien att undersöka hur kriskommunikation kan
formuleras och retoriskt utformas i ett auditivt medium, vilket utgår från kampanjen Klara, färdiga… av Myndigheten för Samhällsskydd och Beredskap (MSB) på Spotify. Genom en kvalitativ retorisk innehållsanalys undersöker studien myndighetens implementering av retoriska strategier och storytelling-tekniker för att öka risk- och krismedvetenheten hos Generation Z. Resultatet i studien bevisar en multikomplex sammanflätning av ett flertal strategier, varav MSB vädjar till den känslomässiga resonansen hos unga lyssnare, samt etablerar trovärdighet genom skräddarsydd kommunikation för målgruppen. Kampanjens innovativa användning av auditivt berättande inkapslar engagerande berättelser som främjar en djupare förståelse och reflektion över samhälleliga kriser bland ungdomar, vilket i sin tur
ger ett betydelsefullt ramverk för individuellt meningsskapande. Sammantaget, bidrar studien till ytterligare kunskap inom fältet för strategisk kommunikation genom att lyfta fram den retoriska kraften i att skildra en kris i ett auditivt landskap. (Less)
Please use this url to cite or link to this publication:
author
Johannesson, Tove LU and Bozioti, Minna LU
supervisor
organization
alternative title
En kvalitativ fallstudie av MSBs ljuddrama “Klara, färdiga...” på Spotify
course
SKDK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Riskkommunikation, kriskommunikation, strategisk kommunikation, digitala medier, audio, retorik, storytelling, Generation Z, MSB.
language
Swedish
id
9155610
date added to LUP
2024-05-31 13:49:26
date last changed
2024-05-31 13:49:26
@misc{9155610,
  abstract     = {{In modern day’s risk society, organizations are continuously seeking new agile methods to optimize and reinforce their communication efforts in times of crisis. For this reason, organizations are becoming more proactive in their crisis management, particularly regarding finding new ways of interacting with various stakeholders on digital platforms. Consequently, there has been a rapid growth in popularity of audio-based platforms, which are increasingly becoming more utilized by organizations to reach younger audiences. However, despite the fact that audio-visual platforms have become the digital territory of younger demographics, the generation continues to remain neglected in the field of crisis management. Previous research indicates a lack of knowledge regarding how crisis communication is assembled and constructed in these auditory landscapes, particularly in the ears of younger generations. 
Therefore, the purpose of this study is to investigate how crisis communication can be formulated and rhetorically designed in an auditory medium, specifically examining the campaign Klara, färdiga… by the Swedish Civil Contingencies Agency (MSB) on Spotify. Through a qualitative rhetorical content analysis, the study unravels the authority’s implementation of rhetorical strategies and storytelling-techniques in order to enhance risk- and crisis awareness amongst Generation Z. The research found a multicomplex interlacement of several strategies, of which MSB appeals to the emotional resonance of young listeners, as well as establishing credibility through tailored communication for the target audience. The campaign's innovative use of auditory storytelling encapsulates engaging narratives that foster a deeper understanding and reflection on societal crises among the youth, which in turn provides a framework for individual sensemaking. In summary, the study contributes to further knowledge in the field of strategic communication by
highlighting the rhetorical power of portraying a crisis in an auditory landscape.}},
  author       = {{Johannesson, Tove and Bozioti, Minna}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Kris i ett auditivt landskap}},
  year         = {{2024}},
}