Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Swedish Armed Forces on Social Media: A study of Livgardet official Facebook page and 12:e motoriserade skyttebataljonen unofficial Facebook page.
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The Swedish Armed Forces as a big public actor own different media channels and promote life as a soldier from different angles. They create marketing campaigns, which are available widely on YouTube or Facebook. The increased activity on social media platforms, especially Facebook, have created a field for research. There are multiple Facebook pages, from which one can acquire information regarding life at a given regiment. They can be divided into official and unofficial Facebook pages. The fascinating aspect of this division is how differently each of the Facebook pages approaches the audience and how differently they are shaping their strategic communication and reputation, despite owning officially issued guidelines on how the Swedish Armed Forces ought to be presented in the online world.

Through multimodal analysis with a shift towards the systematic linguistic in the framework of Machin and Halliday, official Facebook page of Livgardet and unofficial Facebook page of 12:e motoriserade skyttebataljonen have been analyzed to see whether the messages that the Swedish Armed Forces are conveying are aligned. Adding netnography in the frame of Kozinets, the audience has been studied to inquire whether there is a different purpose of using the official and unofficial Facebook page. 

The results of this study shows, that the unofficial Facebook page is coherent in a different way, they might not be following the strategic communication guidelines strictly, but they are coherent in their actions and posts, whereas the official Facebook page, which is strictly following the strategic communication guidelines and does not appear as coherent with their actions. At the same time, the audience is using the unofficial Facebook page reconnect with the memories they have from when they did their duty. On the other hand, the official Facebook page is used by the audience as a place to show their appreciation and pride in the Swedish Armed Forces. 

Place, publisher, year, edition, pages
2018. , p. 77
Keywords [en]
Swedish Armed Forces, Social Media, Media Studies, Media and Communication, Army, Armed Forces, Communication, Strategic Communication, Reputation, Military, Facebook
National Category
Communication Studies Media Studies
Identifiers
URN: urn:nbn:se:su:diva-157005OAI: oai:DiVA.org:su-157005DiVA, id: diva2:1214130
Presentation
2018-05-31, Stockholm, 09:00
Supervisors
Examiners
Available from: 2018-07-04 Created: 2018-06-05 Last updated: 2018-07-04Bibliographically approved

Open Access in DiVA

fulltext(6542 kB)132 downloads
File information
File name FULLTEXT01.pdfFile size 6542 kBChecksum SHA-512
fe3042cba365244a156f41138260a227a375c830d40d8a47501598395337c1203664378aac64f352c3ac660599bbda9a3cb0a0a5c309089e1d42ae669db4d3fd
Type fulltextMimetype application/pdf

By organisation
JMK
Communication StudiesMedia Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 132 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 661 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf