Du nya, Du fria*
(2026) SKOK11 20261Department of Strategic Communication
- Abstract (Swedish)
- I digitala mediemiljöer har visuella symboler fått en allt större betydelse i skapandet och omförhandlingen av kulturell mening, identitet och tillhörighet. Mot denna bakgrund undersöker uppsatsen hur symboler kopplade till svenskhet omformas genom visuella kollisioner i digital kommunikation, med den svenska konstnären Lojen Arts visuella uttryck på Instagram som analytiskt exempel. Studien bygger på en kvalitativ semiotisk analys av visuellt material från konstnärens Instagramkonto. Resultatet indikerar att svenskhet framträder som ett konfliktfyllt och kontinuerligt omförhandlat symboliskt fält. Genom att placera välkända symboler i kontrasterande kontexter präglade av exempelvis våld, religion och populärkulturell ironi förskjuts... (More)
- I digitala mediemiljöer har visuella symboler fått en allt större betydelse i skapandet och omförhandlingen av kulturell mening, identitet och tillhörighet. Mot denna bakgrund undersöker uppsatsen hur symboler kopplade till svenskhet omformas genom visuella kollisioner i digital kommunikation, med den svenska konstnären Lojen Arts visuella uttryck på Instagram som analytiskt exempel. Studien bygger på en kvalitativ semiotisk analys av visuellt material från konstnärens Instagramkonto. Resultatet indikerar att svenskhet framträder som ett konfliktfyllt och kontinuerligt omförhandlat symboliskt fält. Genom att placera välkända symboler i kontrasterande kontexter präglade av exempelvis våld, religion och populärkulturell ironi förskjuts etablerade betydelser, vilket öppnar upp för nya tolkningar. Analysen visar hur symbolisk påverkan uppstår i spänningen mellan igenkänning och förskjutning, där kulturella tolkningsramar destabiliseras och omförhandlas. Det konstnärliga materialet används i studien som ett analytiskt fall för att förstå symbolisk påverkan i samtida visuell kommunikation. Studiens huvudsakliga bidrag är identifieringen av återkommande strategiska logiker för symbolisk påverkan, vilka synliggör hur visuella symboler kan användas för att skapa uppmärksamhet, väcka affektiva reaktioner och utmana kulturella föreställningar i digitala mediemiljöer. (Less)
- Abstract
- In digital media environments, visual symbols have taken on increasing significance in the creation and renegotiation of cultural meaning, identity, and belonging. Against this backdrop, this thesis examines how symbols associated with Swedishness are reshaped through visual collisions in digital communication, using the Swedish artist Lojen Art’s visual expressions on Instagram as an analytical case study. The study is based on a qualitative semiotic analysis
of visual material from the artist’s Instagram account. The results indicate that Swedishness emerges as a conflict-ridden and continuously renegotiated symbolic field. By placing well-known symbols in contrasting contexts marked by, for example, violence, religion, and pop-cultural... (More) - In digital media environments, visual symbols have taken on increasing significance in the creation and renegotiation of cultural meaning, identity, and belonging. Against this backdrop, this thesis examines how symbols associated with Swedishness are reshaped through visual collisions in digital communication, using the Swedish artist Lojen Art’s visual expressions on Instagram as an analytical case study. The study is based on a qualitative semiotic analysis
of visual material from the artist’s Instagram account. The results indicate that Swedishness emerges as a conflict-ridden and continuously renegotiated symbolic field. By placing well-known symbols in contrasting contexts marked by, for example, violence, religion, and pop-cultural irony, established meanings are shifted, opening the door to new interpretations.
The analysis demonstrates how symbolic influence arises in the tension between recognition and displacement, where cultural interpretive frameworks are destabilized and renegotiated. The artistic material is used in the study as an analytical case to understand symbolic influence in contemporary visual communication. The study’s main contribution is the identification of recurring strategic logics of symbolic influence, which reveal how visual symbols can be used to attract attention, evoke affective reactions, and challenge cultural notions in digital media environments. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9230156
- author
- Larsson, Maja LU and Aupers, Agnes LU
- supervisor
- organization
- course
- SKOK11 20261
- year
- 2026
- type
- M2 - Bachelor Degree
- subject
- keywords
- Swedishness, strategic communication, semiotics, visual communication, symbolic influence, national identity, Lojen Art.
- language
- Swedish
- id
- 9230156
- date added to LUP
- 2026-06-25 10:57:59
- date last changed
- 2026-06-25 10:57:59
@misc{9230156,
abstract = {{In digital media environments, visual symbols have taken on increasing significance in the creation and renegotiation of cultural meaning, identity, and belonging. Against this backdrop, this thesis examines how symbols associated with Swedishness are reshaped through visual collisions in digital communication, using the Swedish artist Lojen Art’s visual expressions on Instagram as an analytical case study. The study is based on a qualitative semiotic analysis
of visual material from the artist’s Instagram account. The results indicate that Swedishness emerges as a conflict-ridden and continuously renegotiated symbolic field. By placing well-known symbols in contrasting contexts marked by, for example, violence, religion, and pop-cultural irony, established meanings are shifted, opening the door to new interpretations.
The analysis demonstrates how symbolic influence arises in the tension between recognition and displacement, where cultural interpretive frameworks are destabilized and renegotiated. The artistic material is used in the study as an analytical case to understand symbolic influence in contemporary visual communication. The study’s main contribution is the identification of recurring strategic logics of symbolic influence, which reveal how visual symbols can be used to attract attention, evoke affective reactions, and challenge cultural notions in digital media environments.}},
author = {{Larsson, Maja and Aupers, Agnes}},
language = {{swe}},
note = {{Student Paper}},
title = {{Du nya, Du fria*}},
year = {{2026}},
}