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Nation branding and the representation of a nation’s identity: the case of the Study in Sweden Facebook page
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The aim of this study is to explore the Study in Sweden Facebook page, particularly about the use of nation branding identity and its representation on the social media channel during the period for application promotion for Swedish higher education institutions for Autumn semester 2018. Facebook page has been used as a centre for international marketing activities. With the purpose of promoting brand identity and the brand products, Facebook page has a significance as an online brand platform. Despite the importance of nation branding on online channel, few studies focusing on online channels for nation branding were conducted. Study in Sweden. The Study in Sweden Facebook page is used to promote Swedish higher education and Sweden, which also aims to imprint a positive image of Swedish education and Sweden as a country. Applying nation branding theoretical approach with qualitative content analysis, how nation branding identity is represented on the Study in Sweden Facebook page was investigated. In accordance with cultural approaches to nation branding, nation branding identity was labelled as binders of the imagined community further values of the nation. The study brought a focus on the relations between national identity and Swedishness concerning the core values of the nation. Facebook was investigated as communicator of the nation branding for representing the core values of Sweden.

Place, publisher, year, edition, pages
2018. , p. 92
Keywords [en]
Nation branding, Facebook, Study in Sweden, the Swedish institute, social media, imagined community, Swedishness, Swedish values, internationalisation of higher education
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-355425OAI: oai:DiVA.org:uu-355425DiVA, id: diva2:1228896
Subject / course
Media and Communication Studies
Educational program
Master Programme in Social Sciences
Examiners
Available from: 2018-06-29 Created: 2018-06-28 Last updated: 2018-06-29Bibliographically approved

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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