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Medborgardialog på Facebook: En fallstudie om kriskommunikation
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A case study on municipal civil society dialogue in a crisis situation on Facebook (English)
Abstract [sv]

Krishantering idag har vidgats i och med sociala mediers uppkomst som medför både möjligheter och hot. Möjligheterna som finns är att det är lättare än någonsin att interagera med en stor målgrupp och skapa sömlösa relationer. Å andra sidan skapar det snabb spridning av information vilket kan vara ett hot för en organisation. Kommer falska påståenden ut om ett företag så kan det skapa missnöje men det kan också snabbt bli en sanning som orsakar skada för företaget/varumärket eller organisationen. Syftet med denna studie är att få en bättre inblick i hur kommunerna använder sig av kriskommunikation med dagens kommunikationsteknologi vid en pågående kris. Kris studien undersöker vattenläckor. Kommunikationsteknologin kommer i denna studie avgränsas till sociala medier, mer specifikt Facebook. De tre kommuner som har undersökts är Gävle, Lidingö och Motala kommun. De teoretiska utgångspunkter studien använder sig av är kriskommunikation och strategisk kommunikation.

Metoderna som har använts för studien är två kvalitativa, varav en innehållsanalys och intervjuer. Intervjuerna gjordes med de tre kommunikationscheferna i kommunerna för att få en bättre insikt i kommunernas sätt att arbeta med kriskommunikation.

 

Studiens undersökning kom fram till att kommunerna vill utveckla och använda sig mer av Facebook som en kommunikationskanal vid krissituationer för att nå invånarna i kommunen.

Abstract [en]

Crisis management today has expanded as to social media’s origination, bringing both opportunities and threats. The opportunities available are that it is easier than ever to interact with a large audience and to create seamless relations. However, threats can arise as it creates a rapid dissemination of information which can harm an organization. Moreover false statements being spread out about a company may cause dissatisfaction, additionally rumours can very fast become the truth that cause damage to the company/brand or the organisation.

The purpose of this case study is to get a better insight into how three municipalities use their crisis communication with today's communication technology at hand. Communication technology will be defined in this study as social media, and more specifically Facebook. The three municipalities that have been investigated are Gävle, Lidingö and Motala municipality. The theoretical issues this paper is focusing on are crisis communication and strategic communication. Research within other areas is taken into account, as it is relevant for this study and its purpose.

The empirical examination consists of a case study of how the three municipalities use their crisis communication. The methods used in this study are a quantitative content analysis of the three municipalities’ Facebook submissions regarding water leaks and a qualitative interview with the person being responsible for each municipality’s communication.

 

The study found that the municipalities want to develop and use more of Facebook as a communication channel in crisis situations to reach residents of the municipality.

Place, publisher, year, edition, pages
2018. , p. 49
Keywords [en]
crisis communication, municipality, social media, crisis, Facebook and inhabitant
Keywords [sv]
Kriskommunikation, kommun, sociala medier, kris, Facebook och invånare
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hig:diva-27131OAI: oai:DiVA.org:hig-27131DiVA, id: diva2:1220363
External cooperation
Gävle kommun; Motala kommun; Lidingö kommun
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2018-06-20 Created: 2018-06-18 Last updated: 2018-06-20Bibliographically approved

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