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När Kommunikation blir Vapen

Malmros, Clara LU and Markiv, Solomiya (2025) SKDK11 20251
Department of Strategic Communication
Abstract
This thesis investigates how the Ukrainian fintech actor Monobank has employed strategic communication on Instagram to mobilize resources and support for national interests during Russia’s invasion of Ukraine. Through a qualitative content analysis of the bank’s Instagram posts, supplemented by semi-structured interview, the study examines how rhetorics, storytelling, mobilization, and affective branding are used to build trust and prompt action.
Grounded in these theories from the field of strategic communication, the research illustrates how Monobank transcends its role as a financial service to become a communicative and mobilizing actor within wartime civil society. The findings highlight how digital platforms and fintech companies... (More)
This thesis investigates how the Ukrainian fintech actor Monobank has employed strategic communication on Instagram to mobilize resources and support for national interests during Russia’s invasion of Ukraine. Through a qualitative content analysis of the bank’s Instagram posts, supplemented by semi-structured interview, the study examines how rhetorics, storytelling, mobilization, and affective branding are used to build trust and prompt action.
Grounded in these theories from the field of strategic communication, the research illustrates how Monobank transcends its role as a financial service to become a communicative and mobilizing actor within wartime civil society. The findings highlight how digital platforms and fintech companies can serve as hubs for both symbolic and material mobilization during societal crises, offering new insights into the role of communication in digital warfare. (Less)
Abstract (Swedish)
Denna uppsatsen undersöker hur den ukrainska fintech-aktören Monobank har använt
strategisk kommunikation på Instagram för att mobilisera resurser och stöd för nationella intressen under Rysslands invasion av Ukraina. Genom en kvalitativ innehållsanalys av bankens inlägg på Instagram, kompletterad med semistrukturerad intervju, analyserar studien hur retorik, storytelling, mobilisering och affektiv varumärkesbyggande används för att skapa förtroende och uppmana till handling. Med utgångspunkt i teorier från fältet strategisk kommunikation visar forskningen hur Monobank överskrider sin roll som finansiell tjänst för att bli en kommunikativ och mobiliserande aktör inom det civila samhället under krigstid.
Resultaten belyser hur digitala... (More)
Denna uppsatsen undersöker hur den ukrainska fintech-aktören Monobank har använt
strategisk kommunikation på Instagram för att mobilisera resurser och stöd för nationella intressen under Rysslands invasion av Ukraina. Genom en kvalitativ innehållsanalys av bankens inlägg på Instagram, kompletterad med semistrukturerad intervju, analyserar studien hur retorik, storytelling, mobilisering och affektiv varumärkesbyggande används för att skapa förtroende och uppmana till handling. Med utgångspunkt i teorier från fältet strategisk kommunikation visar forskningen hur Monobank överskrider sin roll som finansiell tjänst för att bli en kommunikativ och mobiliserande aktör inom det civila samhället under krigstid.
Resultaten belyser hur digitala plattformar och fintech-företag kan fungera som nav för både symbolisk och materiell mobilisering under samhälleliga kriser, och erbjuder nya insikter i kommunikationens roll i digital krigföring. (Less)
Please use this url to cite or link to this publication:
author
Malmros, Clara LU and Markiv, Solomiya
supervisor
organization
alternative title
En kvalitativ studie om Monobank och Digital Krigsfinansiering i Ukraina
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Monobank, Instagram, war communication, strategic communication, digital communication, affective communication, resource mobilization, crowdfunding, digital warfare, fintech, national resilience, rhetoric, storytelling
language
Swedish
id
9193066
date added to LUP
2025-06-30 11:17:33
date last changed
2025-06-30 11:17:33
@misc{9193066,
  abstract     = {{This thesis investigates how the Ukrainian fintech actor Monobank has employed strategic communication on Instagram to mobilize resources and support for national interests during Russia’s invasion of Ukraine. Through a qualitative content analysis of the bank’s Instagram posts, supplemented by semi-structured interview, the study examines how rhetorics, storytelling, mobilization, and affective branding are used to build trust and prompt action.
Grounded in these theories from the field of strategic communication, the research illustrates how Monobank transcends its role as a financial service to become a communicative and mobilizing actor within wartime civil society. The findings highlight how digital platforms and fintech companies can serve as hubs for both symbolic and material mobilization during societal crises, offering new insights into the role of communication in digital warfare.}},
  author       = {{Malmros, Clara and Markiv, Solomiya}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{När Kommunikation blir Vapen}},
  year         = {{2025}},
}