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På fel spår: Hur strategisk kommunikation kan motverka livsfarligt riskbeteende

Da Fonseca, Julia LU and Preber, Elsa (2025) SKOK11 20251
Department of Strategic Communication
Abstract
This study investigates how strategic communication can be utilized to reduce the risk behavior of railway track trespassing (“spårspring”) in Sweden, by conducting a qualitative content analysis of three selected risk communication campaigns: Klara, färdiga (Sweden), Sett grenser - Sei ifra! (Norway), and THINK! (UK). The research focuses on investigating the communicative strategies and thematic patterns found in previous campaigns that have demonstrated effectiveness. The theoretical framework combines Social Norms Theory, Risk Perception Theory, and Nudge Theory, with a social constructivist and abductive research approach. Findings highlight three overarching themes crucial for successful risk communication: Audience adaptation,... (More)
This study investigates how strategic communication can be utilized to reduce the risk behavior of railway track trespassing (“spårspring”) in Sweden, by conducting a qualitative content analysis of three selected risk communication campaigns: Klara, färdiga (Sweden), Sett grenser - Sei ifra! (Norway), and THINK! (UK). The research focuses on investigating the communicative strategies and thematic patterns found in previous campaigns that have demonstrated effectiveness. The theoretical framework combines Social Norms Theory, Risk Perception Theory, and Nudge Theory, with a social constructivist and abductive research approach. Findings highlight three overarching themes crucial for successful risk communication: Audience adaptation, Emotional appeal, and Responsibility. Together, these elements emphasize the importance of tailoring messages to the audience, engaging emotions, and fostering a sense of accountability. This study concludes that integrating these strategies could significantly enhance Trafikverket’s preventive communication efforts to reduce railway trespassing, and it recommends further audience-specific research to optimize strategic communication. (Less)
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author
Da Fonseca, Julia LU and Preber, Elsa
supervisor
organization
course
SKOK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Strategic communication, Risk communication, Risk, Content analysis, Risk behavior, Railway trespassing, Message framing, Public information campaigns, Emotional responses, Moral consideration, Responsibility
language
Swedish
id
9193001
date added to LUP
2025-06-30 11:13:53
date last changed
2025-06-30 11:13:53
@misc{9193001,
  abstract     = {{This study investigates how strategic communication can be utilized to reduce the risk behavior of railway track trespassing (“spårspring”) in Sweden, by conducting a qualitative content analysis of three selected risk communication campaigns: Klara, färdiga (Sweden), Sett grenser - Sei ifra! (Norway), and THINK! (UK). The research focuses on investigating the communicative strategies and thematic patterns found in previous campaigns that have demonstrated effectiveness. The theoretical framework combines Social Norms Theory, Risk Perception Theory, and Nudge Theory, with a social constructivist and abductive research approach. Findings highlight three overarching themes crucial for successful risk communication: Audience adaptation, Emotional appeal, and Responsibility. Together, these elements emphasize the importance of tailoring messages to the audience, engaging emotions, and fostering a sense of accountability. This study concludes that integrating these strategies could significantly enhance Trafikverket’s preventive communication efforts to reduce railway trespassing, and it recommends further audience-specific research to optimize strategic communication.}},
  author       = {{Da Fonseca, Julia and Preber, Elsa}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{På fel spår: Hur strategisk kommunikation kan motverka livsfarligt riskbeteende}},
  year         = {{2025}},
}