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Kommunikation av ungdomsverksamheten inom Allsvenskan: En kvalitativ innehållsanalys av Allsvenska klubbars medieplattformar
Halmstad University, School of Education, Humanities and Social Science, Centrum för lärande, kultur och samhälle (CLKS), Språk, kultur och samhälle.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Communikation of youth brands in the Swedish first football division (English)
Abstract [en]

The purpose of this study was to examine how football clubs in the Swedish first divisioncommunicate about their youth activities. The goal of the essay was also to contribute with newinsights about sports clubs; how they have adapted to the evolution of social media and whatinformation they prioritise. The study is inductive and mainly based on the empirical material,which was gathered with the aid of a content analysis method. The theoretical starting point ofthis study was based on the marketing phrases image, profile, and identity, together withstrategic communication. The results of this study paints a picture of how some first divisionclubs communicate on social media in the form of webpages and Instagram posts. Some ofthese clubs conduct extensive marketing concerning their youth activities, while some havechosen to focus on specific parts.

Place, publisher, year, edition, pages
2018.
Keywords [sv]
Kommunikation, fotbollsklubbar, varumärke, innehållsanalys, medieplattformar
National Category
Social Sciences Media and Communications
Identifiers
URN: urn:nbn:se:hh:diva-37493OAI: oai:DiVA.org:hh-37493DiVA, id: diva2:1230856
Subject / course
Media and Communication
Supervisors
Examiners
Available from: 2018-07-09 Created: 2018-07-04 Last updated: 2018-07-09Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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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